You've got a great story.
Or at least you think you have.
The product launch has finally happened. The research is complete. The case study is ready. Senior leaders are excited.
The press release has been signed off after 17 rounds of amendments and enough tracked changes to crash a laptop.
And then…
Nothing.
No media coverage.
No journalist interest.
No enquiries.
No impact.
So what went wrong?
In our experience, the problem is rarely the writing. It is usually the thinking that happens before anyone starts typing.
Too many organisations jump straight into producing content without first asking themselves "Why should anyone care?"
And that includes journalists.
As the release of Cision’s 2026 State of the Media report helps shine a spotlight on how to build better relationships with journalists, we provide our own guide to a pitch-perfect formula that journalists wish you knew.
It starts with one simple question.
Before creating any pitch, press release or story angle, put it through what we call the TRUTH test.
T – Topical
Why now?
This is one of the first questions a journalist will ask.
If the story could have been announced last week or next month with exactly the same impact, there may not be much urgency behind it.
R – Relevant
Who is this for?
Many pitches fail because they are written for everyone and therefore appeal to nobody.
Be crystal clear about who the audience is and why they should care.
U – Unusual
What makes this different?
Journalists see hundreds of pitches every week.
The familiar rarely cuts through.
The unusual often does.
T – Trouble
What problem does this solve?
Stories become stronger when they connect with a challenge, concern or frustration people are already experiencing.
H – Human interest
Where are the people?
The most effective stories are often about humans rather than organisations.
Benefits, experiences and real-life examples can transform a dry announcement into something memorable.
Once you've established the story has potential, focus on what journalists actually need.
We use a framework called AMEN.
Not because your pitch needs divine intervention.
Although occasionally it might feel that way.
Audience
Who are you trying to reach?
Business audiences and consumer audiences have very different motivations.
Speak directly to the people you want to engage.
Message
What is the single thing you want them to understand?
If you cannot explain your story in one sentence, there is a good chance your audience won't understand it either.
Examples and evidence
Can you prove what you're saying?
Strong statistics.
Case studies.
Customer stories.
Independent research.
These are often the ingredients that elevate a pitch above the competition.
Negatives
This is the element many organisations avoid.
What questions might journalists raise?
What concerns might sceptics have?
Addressing potential objections up front often makes a story stronger rather than weaker.
One of the biggest mistakes we see is defaulting to a press release.
Press releases still have a role.
They provide useful information and can be valuable source material.
But they are rarely the most exciting way to tell a story.
Sometimes a tailored pitch will work better.
Sometimes a carefully considered story angle will generate greater journalist interest.
The key is matching the approach to the strength of the story and the publication you are targeting.
A national newspaper reporter and a trade journalist may both be interested in the same subject.
But they will rarely want exactly the same angle.
Before writing anything, identify what will grab attention.
What's the hook?
Is it:
Think of the hook as the bait.
Everything else hangs from it.
Without a compelling hook, even the most important announcement can struggle for attention.
Even the strongest story can fail if it arrives at the wrong moment.
Journalists are busy. Incredibly busy.
Many are working against deadlines measured in minutes rather than hours.
Which is why it pays to understand the people you pitch to.
When are their deadlines?
What topics interest them?
How do they prefer to be contacted?
What has worked well previously?
The organisations that build this knowledge tend to enjoy better relationships and better results.
And better results rarely happen by accident.
One final point.
Communications professionals sometimes abandon key story elements at the first sign of challenge from internal stakeholders.
That can be a mistake.
The comms team should bring expertise to the table.
You understand what journalists look for.
You understand what makes stories land.
And you understand what makes audiences engage.
Sometimes pushing back isn't being difficult.
It's being professional.
Ask yourself:
If the answer to those questions is yes, you're in a much stronger position.
Because successful media coverage rarely begins with a press release.
It begins with understanding what makes people care.
And that's something no amount of clever writing can overcome.
Media First are media and communications training specialists with more than 40 years of experience.
We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Find out more about our media skills training where you can test your techniques with experienced presenters in a realistic podcast studio setting.