Public relations professionals face a significant challenge. Publishers, influencers, and journalists are overworked and under-resourced, with inboxes overflowing—more than half receive over 50 pitches per week, and nearly one in ten field over 150. Meanwhile, AI-generated content is flooding the market, PR automation tools are being misused, and relevance is often sacrificed for volume. In this environment, standing out requires not only creativity but also precision, empathy, and relationship-building.
50% of journalists receive over 50 pitches per week, and 9% receive more than 150.
2025 State of the Media Report
Based on Cision’s 2025 State of the Media Report, which surveyed more than 3,000 journalists worldwide, here is a deep dive into how PR pros can refine their pitch strategies and build authentic, productive relationships with the media.
The Challenges: Numbness in a Noisy Environment
Journalists today are dealing with more than just full inboxes. Their core challenges include adapting to shifting audience behavior, maintaining credibility amidst accusations of fake news, and navigating the increasing role of AI in content production.
86% of journalists reject pitches because they aren’t relevant to their audience or beat. 70% reject pitches that are too promotional and lack substance.
2025 State of the Media Report
Automation, while efficient, is partly to blame for this issue. Mass-mailed, AI-generated pitches—often riddled with errors, absent personalization, or stuffed with jargon—erode trust and desensitize journalists.
78% of journalists said they would block PR professionals for spamming them with irrelevant pitches. 59% will block PR pros for pitches that read like marketing brochures.
2025 State of the Media Report
Table of ContentsThe Challenges: Numbness in a Noisy EnvironmentThe Remedy: Relevance, Relationships, and RespectStep 1. Do Your HomeworkStep 2. Personalize Every PitchStep 3. Lead with a Strong Hook and DataStep 4. Keep It Concise and ClearStep 5. Be Transparent and ResponsiveStep 6. Limit Follow-upsStep 7. Use AI Thoughtfully, Not ThoughtlesslyStep 8. Offer Something ExclusiveStep 9. Build Relationships Before You Need ThemStep 10. Think Like a Journalist, Not a MarketerFrom Transaction to Transformation
The Remedy: Relevance, Relationships, and Respect
If there’s a single north star for successful PR outreach, it’s relevance. Journalists repeatedly emphasized this in Cision’s report: a relevant pitch with a compelling hook, grounded in accurate data, stands a real chance of being covered—even in a crowded inbox.
Step 1. Do Your Homework
Before sending anything, read the journalist’s recent work. Understand their beat, tone, and geographic focus. Journalists noted they frequently receive pitches that show no familiarity with their outlet or recent stories.
Step 2. Personalize Every Pitch
A personalized email—correctly addressed, tailored to the journalist’s interests, and showing familiarity with their work—instantly sets you apart.
Journalists said they will block PR pros who address them by the wrong name. 85% of journalists said the best way to connect is by introducing yourself over email and explaining why you want to connect.
2025 State of the Media Report
Step 3. Lead with a Strong Hook and Data
Journalists look for substance. The most desirable elements in a pitch include compelling data, a unique story angle, and access to credible sources or experts.
71% of journalists said a pitch should include compelling data or statistics to be considered for coverage. 54% want a unique story angle; 43% want contact information; and 36% want multimedia assets.
2025 State of the Media Report
Step 4. Keep It Concise and Clear
Avoid fluff, marketing jargon, and overly lengthy introductions. Get to the point—fast.
The ideal pitch length is between 100–300 words, according to most journalists.
2025 State of the Media Report
Step 5. Be Transparent and Responsive
Transparency, reliability, and speed are critical.
40% of journalists will block PR professionals for dodging inquiries or being opaque. 24% said failing to respond by deadline was grounds for the do not contact list.
2025 State of the Media Report
Step 6. Limit Follow-ups
Respect journalists’ time. A single, thoughtful follow-up is acceptable—but don’t overdo it.
62% of journalists say one follow-up is enough; 30% want no follow-up at all.
2025 State of the Media Report
Step 7. Use AI Thoughtfully, Not Thoughtlessly
AI can be a helpful tool, but only when its outputs are verified and refined.
72% of journalists worry about factual errors in AI-generated PR content. 54% are concerned AI content will lack authenticity or creativity. Only 2% of journalists are strongly in favor of AI-generated content; 56% are opposed or strongly opposed.
2025 State of the Media Report
Step 8. Offer Something Exclusive
Exclusivity helps elevate your pitch.
57% of journalists said they want exclusives; 55% want original research. 38% said they value interviews with industry experts.
2025 State of the Media Report
Step 9. Build Relationships Before You Need Them
Relationships are a long game.
63% of journalists said the top value PR pros provide is connecting them with relevant sources. 57% said facilitating access to key people or places is a top contribution from PR.
2025 State of the Media Report
Step 10. Think Like a Journalist, Not a Marketer
Every pitch should answer the question: Why would this matter to their readers?
35% of journalists say they reject pitches that aren’t compelling enough, and 27% say they’re poorly written.
2025 State of the Media Report
From Transaction to Transformation
In a media environment fraught with distrust, burnout, and content saturation, it’s not enough for PR professionals to get coverage. The path to meaningful earned media is paved with mutual respect, research, and relevance. Automation and AI can help scale outreach, but cannot—and should not—replace authentic relationship-building.
By treating journalists not as transactional endpoints but as partners, PR professionals can evolve from being viewed as spammers to being seen as strategic allies. The inbox may always be full, but the door isn’t closed—it just requires the right knock.
Download Cision’s 2025 State of the Media Report
©2025 DK New Media, LLC, All rights reserved | DisclosureOriginally Published on Martech Zone: 10 Steps for Public Relations Professionals to Improve their Pitches in 2025