Five things journalists really want from PR (and how to deliver it)

By Mimi Granell:

Journalists are busy. They’re increasingly inundated with emails, DMs and phone calls every day. So, it’s more important than ever to make sure your story leaps out of their inbox instead of winding up in the bin. The answer lies in understanding what journalists really want (spoiler: it’s not your brand’s 14th award this year) – and how to deliver it.

1) Tell your story through people

Journalists don’t want a sales pitch – they want a story that has a human element. Audiences are drawn to narratives that resonate emotionally: real people, real challenges and real triumphs. A barrier or conflict helps too.  A story that introduces an issue – and shows how it’s resolved – grabs attention.

Data can also be your secret weapon. Whilst it’s often easier said than done to source numbers, trends and research can paint a picture that adds credibility to your narrative – showing not just how an individual is impacted, but how entire groups, different demographics or even whole countries are affected. These statistics can then be woven into your story to create a headline that sticks.

2) Leave brand hype at the door

This one’s crucial: journalists value objectivity. A press release, byline or comment that reads like an advert is usually ignored. Your brand might be brilliant, but the journalist’s audience is the priority. Focus on the story, not self-promotion. Provide insights, perspectives or industry trends that the journalist’s readers will actually care about.

Keep the tone neutral and let the story shine on its own merit. If you want to shout about your product or service, advertising is likely the better route for you to explore.

Journalists get a lot of emails a day. The goal is to get yours to stand out.

3) The holy trinity: relevance, timeliness and urgency

Even the most compelling story can fall flat if it’s not timely. Journalists want content that matters now – whether it’s tied to current events, trends, seasonal moments or industry developments. Pitching something outdated or off-topic reduces your chances of coverage, no matter how well-crafted the story is.

To deliver: tie your story to current news or trends, make sure it aligns with the journalist’s beat, and act quickly if there’s a breaking angle. Being timely shows you understand their world, and that you’re a source they can rely on.

4) Don’t sing from the same hymn sheet

In a sea of similar content, originality is gold. Journalists are drawn to fresh angles and unique perspectives. Don’t just echo the industry consensus. Offer insight, challenge assumptions, or introduce an opinion that makes people stop and think. Include expert voices, contrarian viewpoints or overlooked data. Stand out by saying something that no one else is saying.

5) Make it ridiculously easy

Finally, remember that journalists are short on time. The easier you make their job, the better. Be concise. Package your story clearly. Provide images, stats and supporting materials upfront to reduce the chances of an endless back-and-forth over email. Adding to this, a pitch that’s simple to read, easy to understand, and quick to act on will be far more appealing than one that’s convoluted or heavy on fluff.

Start telling the right story

PR isn’t about telling journalists how great your brand is. It’s about helping them tell a story that resonates with their audience. Focus on crafting compelling, human-driven narratives, maintain objectivity, offer unique perspectives, make life easy for journalists, and make sure your story meets the holy trinity criterion.

Do this consistently, and you won’t just earn coverage – you’ll earn trust. And in PR, that’s the most valuable currency of all. For businesses considering PR, the question isn’t whether you have a story, it’s whether you’re telling it in the right way. If you need help deciding, get in touch.