In an era where every brand is a publisher and every press release is competing with a flood of digital noise, landing meaningful media coverage has never been harder – or more valuable.
Yet many businesses still approach journalists, editors and influencers with outdated tactics or a one-size-fits-all pitch that goes nowhere.
So, what do media professionals really want from you? And more importantly, why does it matter for your business?
Earned media still matters – A lot
According to the Public Relations and Communications Association (PRCA), earned media – coverage you don’t pay for – remains one of the most trusted and credible forms of brand exposure. In fact, 92% of consumers trust earned media more than traditional advertising, according to Nielsen, and PR-driven content drives 10 to 50 times more engagement than ads.
In today’s media, gatekeepers are more selective – and more stretched – than ever before. Meaning their expectations to receive content that is ready to publish are higher than ever before, and you can’t game the system with a thin press release or a generic story.
What do the media want? And what don’t they want?
Based on interviews with journalists and editors across trade, regional, and national outlets, here’s what consistently rises to the top of their wish list:
- A genuine story, not a sales pitch – If your pitch reads like a brochure, it’s destined for the bin. The media want relevance, impact and authenticity, that’s new, different, surprising, or useful to their audience.
- Clear, compelling angles tailored to their readers – Personalisation isn’t just for email marketing. Editors want to know you understand their platform, their tone, and their audience. That means no mass emails or “Dear [INSERT NAME]” intros.
- Access to expertise and insights – Journalists are hungry for expert commentary, trend spotting and data-backed opinions. If your spokesperson can offer sector-specific insights quickly and clearly, you’ve already won half the battle.
- Timely responses and well-prepped spokespeople – The news cycle moves fast. If you can’t deliver an interview or a quote within a few hours, they’ll move on to someone else. Reliability counts.
- Strong visuals and assets – Especially in digital and social media-led coverage, high-quality images or video can be the difference between getting published—or passed over.
Why this matters to your business
Media coverage is a measurable way to show ROI. One high-impact article in a relevant trade publication can spark inbound leads, boost SEO and strengthen brand authority – all things that leadership teams care about.
Understanding how to land meaningful media can level the playing field. You don’t need a huge ad budget to win attention – you just need a smart story and the right approach.
This is about protecting the brand’s reputation and ensuring marketing activity translates into real business outcomes. Media coverage builds trust and drives visibility, which supports long-term sales growth in a cost-effective way.
How to Make the Media Work for You
- Think like a journalist – Lead with what’s newsworthy, not what’s promotional.
- Invest in relationships – Media success is built on trust and relevance over time – not one-off outreach.
- Use data strategically – Editors love credible sources, original research and expert takes on trends.
- Don’t wait for the product launch – Media are hungry for thought leadership, behind-the-scenes access, and timely commentary – all year-round.
A final thought
Too many businesses still see media relations as a box to tick or a vanity metric. But when done right, it’s one of the smartest, most efficient ways to build brand credibility, create commercial impact and support long-term growth.
The media aren’t your megaphone – they’re your mirror. And when you understand what they’re really looking for, you stop shouting and start resonating.
If you found this blog interesting, you may like our other blogs on the power of storytelling in the outdoor sector how to build an emotional connection with your audience and how marine and outdoor companies can measure their pr efforts.