New tools—and old—for reaching journalists

When it comes to reaching journalists with your organization’s message, new approaches combined with tried-and-true ones are what’s needed.

The most important part of any PR strategy is something that hasn’t changed for decades: building personal relationships. There is no substitute for understanding a publication's unique style, knowing what its audience wants and building a foundation of trust with its editors. This human connection is the bedrock of successful public relations.

However, the media landscape is in a constant state of flux. Journalists are adopting new tools and workflows to keep up with the ever-faster pace of the news cycle. Understanding these shifts is crucial for any organization looking to earn media coverage. New factors are at play, including how journalists use artificial intelligence and social media to find, research and create stories. Balancing traditional relationship-building with these modern methods is the key to a successful PR strategy.

What are the best strategies for reaching journalists in 2025?

1. Understand how journalists use AI

These days, press releases may reach journalists in indirect ways. AI chatbots, which are functioning as search engines, pick up data that is posted on your organization’s website or on a press site. This creates an opportunity for your organization’s news, including press releases, to reach their intended audience via SEO. So don’t just email your press release or case study to an editor—post it!

Make sure, too, that if your organization publishes original research or data, it is easily accessible and well-structured. This increases its chances of being picked up by AI-powered analysis tools that journalists are using to find their next big story.

2. What social media platforms are journalists using?

Many journalists make extensive use of social media, but not all platforms are created equal. LinkedIn is still the main hub for professional connection and sourcing, but Instagram, Facebook and other platforms have a share of the trade press audience, too. Before you develop a social media strategy aimed at capturing the attention of journalists, understand where they are most active and tailor your approach.

3. Make your pitch a conversation starter

The best PR professionals build relationships by engaging in genuine conversations. Offer insights and customize your pitch to a journalist's specific platform and audience; frame your outreach as the beginning of a dialogue. One approach is to show you’ve done your homework by mentioning a story the journalist recently covered and explaining how your information provides a new angle or serves their audience.

4. Provide turnkey assets

In an era of shrinking newsrooms and limited resources, making a journalist's job easier is a huge advantage. When you pitch, offer a complete package. This could include high-quality video, graphics, access to data and case studies or expert sources. The more you have on offer, the more likely you are to get coverage. Don't make a journalist jump through hoops—if you have an asset such as photos or a video, for example, don't hide it behind a password-protected portal. Lower the friction and you’ll increase your chances.

5. Think like a focus group facilitator

Journalists are using social media to interact with their audience, turning their exchanges into a "focus group" by posting questions to see what topics resonate. Your organization can do the same. Engage with topics relevant to your industry, see what gets traction and use those insights to craft pitches that you know are already of interest.

6. Avoid exaggerated language

Journalists are inundated with emails, many marked with false urgency. A recent AOE blog cautioned against using too many exaggerated words like “thrilled” or “pioneering” in a press release just to gain attention. The same goes for pitching story ideas. Don’t pepper your subject lines or emails with words like "urgent." Save the urgency for truly time-sensitive matters, such as a correction or a last-minute change to an interview. Using it for a standard product launch or case study pitch will only annoy the recipient and damage your credibility.

7. Can journalists fit your company’s story into a larger trend?

Sometimes, the best way to get coverage isn't to pitch a story solely about your company. Instead, identify a broader industry or societal trend and position your organization as a key example or expert source within that larger narrative. This approach shows you understand the bigger picture. By helping a journalist tell a more comprehensive story, you can earn a valuable mention and build a reputation as a helpful resource.

8. Personalize, but don't let AI do it all

AI can help you draft a pitch, but it can't replicate a genuine human connection. Journalists report receiving "soulless" AI-generated emails that are easy to spot and immediately delete. A simple, authentic line showing you know their work is far more effective than a generic, AI-written compliment.

9. Respect their communication preferences

Is it better to call, email, text, or send a social media DM? The answer is: it depends entirely on the journalist. While most journalists express a strong preference for email and an aversion to cold calls for pitching, some are open to DMs or even texts. Do your research. See how they interact online. If you're unsure, email is the safest bet. Never follow up on an email with a phone call just to see if they got it—it's one of the fastest ways to get blocked.

10. Prioritize accuracy and substance above all

In an age of rampant disinformation, credibility is paramount. Unlike just a short time ago, many journalists no longer care if AI helped you write your story—what they care about is accuracy. It’s important, therefore, to ensure every statistic, claim and piece of data you provide is factual and well-sourced. Journalists are more skeptical than ever and if they find an inaccuracy in your pitch, they won't just pass on the story—they may lose trust in you permanently.

AOE not only has deep knowledge and experience with traditional PR; we are staying abreast of new tools and trends. Contact us today to find out how strategies, both new and old, can help you jump-start your PR campaigns!