After years of working in newsrooms — and just as many years evaluating pitches from the other side — I’ve learned a simple truth about media relations:

The fastest way to lose a journalist is to forget what their job actually is.

Strong media relations isn’t about promotion. It’s about service. It’s about helping reporters tell accurate, relevant stories under tight deadlines — while protecting credibility, ethics and trust.

This framework reflects how I’ve evaluated thousands of pitches as an editor and newsroom leader, and how I’ve coached communications teams to build productive, long-term relationships with media outlets.

Start With the Right Mindset

The most effective media relations professionals think like journalists.

Every pitch should answer one core question: Why should this audience care right now?

If you can’t answer that clearly and honestly, the pitch isn’t ready. Successful media relations is:

• Service-oriented, not promotional
• Timely and relevant
• Clear, honest and responsive

When communicators approach pitching as collaboration rather than persuasion, reporters notice.

Know the Story You’re Actually Offering

Before reaching out to any outlet, it’s essential to clarify the fundamentals:

• What is new or genuinely newsworthy?
• Who is the expert and why are they credible now?
• Who is the audience?
• Is this best suited for broadcast, digital, radio, or print?

In healthcare and higher education especially, strong pitches often fall into recognizable categories:

• New treatments, technologies, or programs
• Patient or student stories (with proper consent)
• Seasonal or trend-based topics
• Expert explainers tied to current news

Knowing where your story fits helps reporters quickly assess its value.

Help Reporters See Where the Story Fits

One of the most common mistakes I’ve seen is pitching a story without helping the outlet understand how it might be used.

Effective pitches position the story within a newsroom’s existing workflow.

Lead Story
Use when the news is timely, broadly relevant and visually or emotionally compelling.

“We have an expert who can speak to a new treatment that’s changing outcomes right now, with a patient perspective available.”

Pacer or Segment Driver
Use when the story adds depth to an ongoing news cycle.

“As this story continues to develop, our expert can explain what this means locally.”

Kicker or Lighter Close
Use when the story is positive, human-centered, or inspirational.

“We also have a patient story that shows the human impact behind the headlines.”

This framing doesn’t oversell — it contextualizes.

Radio Requires a Different Approach

Radio pitches succeed when they emphasize:

• Clear explanations
• Conversational tone
• Strong, concise soundbites

A strong radio pitch might sound like:

“Our expert is great on radio and can break this down clearly for listeners in just a few minutes.”

Respecting the format is a sign of professionalism — and it builds trust quickly.

One more factor often determines whether a pitch moves forward under deadline: the availability of usable media assets.

Why Media Assets Matter More Than Most Pitches Acknowledge

In modern newsrooms, strong media assets don’t guarantee coverage but they often determine whether a story is possible under deadline.

Video clips, still images, graphics and illustrations reduce friction at critical moments in the reporting process. When journalists are juggling multiple stories, limited resources and tight timelines, having usable assets ready can make the difference between a pitch being pursued or passed over.

This is especially true for broadcast and digital teams, where visuals aren’t an enhancement, they’re foundational.

Think in Terms of Use, Not Just Availability

The most effective media relations teams don’t just attach assets, they think about how those assets will be used.

That means:

• Offering video clips or b-roll that are clearly labeled and rights-cleared
• Providing still images that work across platforms
• Sharing graphics or illustrations that help explain complex topics quickly

When assets are relevant, accessible, and editorially appropriate, they help journalists focus on reporting rather than production hurdles.

Assets as Support, Not Substitution

It’s also important to be clear about what assets are not.

They shouldn’t replace reporting, oversell a story or dictate coverage. Their role is to support accuracy, clarity, and efficiency — especially in fast-moving or visually driven formats.

When communicators approach assets this way, they signal an understanding of newsroom realities…and that understanding builds trust.

Best Practices That Matter More Than People Think

Some basics never go out of style:

• Keep pitches brief and tailored
• Lead with news value, not organizational pride
• Offer flexibility and availability
• Be clear about format (live vs. recorded)

And remember this: Reporters are partners, not targets.

They’re under pressure. They’re juggling competing priorities. The communicators who make their jobs easier are the ones whose calls get returned.

Supporting Experts Is Part of the Job

Media relations doesn’t end when a pitch is accepted.

Before an interview:

• Confirm topic, format and timing
• Share the outlet and audience
• Identify one key message — and clear boundaries

After the interview:

• Thank both the reporter and the expert
• Share coverage internally
• Note lessons learned for next time

This follow-through reinforces professionalism and accountability.

What Not to Do (And Why It Matters)

Some mistakes cost more than a single missed placement:

• Overselling or exaggerating
• Pitching without consent or approvals
• Ignoring follow-ups
• Arguing with reporters

Trust is built slowly — and lost quickly. Once credibility is damaged, it’s difficult to recover.

A Simple Pre-Pitch Checklist

Before any pitch, ask:

• Is this timely?
• Is the angle clear?
• Is the expert prepared?
• Is this outlet the right fit?

If the answer is yes to all four, you’re ready.

Final Thought

Strong media relations isn’t about getting coverage at any cost. It’s about helping journalists tell accurate, meaningful stories … consistently and responsibly.

When you approach media relations as a form of service, reporters notice. They return your calls. They trust your recommendations.

And over time, that trust becomes the most valuable outcome of all.