Beyond the Media Pitch: How to Secure Better Coverage in Today’s Noisy Market

Jun 24, 2022

5 min

Peter Evans

At our webinar earlier this month, we were joined by Wilf Dinnick, a communications and media professional with more than 25 years of global experience as a journalist working in national broadcast, digital and early-stage startups. Wilf has covered major stories for news networks including ABC News, CNN, CBC News and Al Jazeera and is a past winner of the prestigious Edward R. Murrow Award. This vast experience on both sides of the camera has given him a keen understanding of what it takes to secure media coverage in today’s environment.



Here are 3 key takeaways you missed:


#1 The Odds of your Media Pitch Resulting in Coverage are Disappointingly Low - And the Trend is Not Good



Wilf Dinnick discussed the sobering stats from a study of over 400,000 pitches conducted by Propel media that reveal that only ⅓ of emails sent to journalists are opened. But equally disappointing is the fact that only 3% of pitches result in coverage and this trend appears to be continuing. What Dinnick went on to explain is that “journalists see many pitches as an interruption as most fail to clearly demonstrate relevance to the stories they want to publish for their audience.



#2 Journalists are Busier than Ever. So You Need to Connect with Them In Places they are Going for Story Ideas and Expert Sources



Dinnick also shared some important data that reveals how journalists are spending their time. Where they get their story ideas and how they search for experts. This helps explain the diminishing rate of return on traditional media pitches. For instance, Twitter remains dominant as a platform used by journalists to quickly discover trending stories. So making your story ideas more discoverable with appropriate hashtags on social is an important way to promote your experts in the flow of the conversation as a story is breaking or emerging.


Wilf also highlighted the importance of dialling into the daily news cycle by looking in the same areas journalists are going for their ideas. The latest research reveals that journalists find newspapers and magazines most valuable. Why? Sites such as the Washington Post, CNN, BBC, New York Times and Axios are well funded and resourced to develop the longer format, well-researched stories. They often focus on exclusive stories and break important news that is echoed through other outlets. And they set the pace of the news cycle as it echos through regional news outlets where journalists look to localize the story for their audiences. Closely monitoring these sites allows you to be in touch with the key stories and offer clear value to journalists, by offering your experts who can help explain key developments in the context of their research or localize the story for a regional audience.


#3 There are Ways to Beat the Odds and Improve your Media Coverage by Following Proven Best Practices When Pitching


Despite the poor odds when pitching journalists, there is hope for media relations and PR pros. Dinnick unpacked a number of important best practices that can substantially improve your odds. Drawing on research from a number of media organizations that track journalist engagement, he laid out a number of guidelines that you should be following when putting together your media pitches. Some of these included:


Timing Your Pitch


Journalists are more receptive to pitches early in the day between the hours of 5am and 11am. This is when the stories are breaking and work is being assigned - and journalists are looking for expert sources. Also, there is evidence that pitching earlier in the week on a Monday or Tuesday yields better results.



Keeping it Brief


The research Dinnick presented on the profound changes that have been happening in Newsrooms and the overload that journalists are experiencing underscores the importance of being to the point with journalists. That begins with understanding how journalists are spending their day - glued to mobile devices. “This impacts how you need to write subject lines that generate curiosity and fit into mobile devices, given the limited set of characters they can display,” said Dinnick. He also shared stressed research that shows the body copy of a pitch should be under 200 words.


Mind the Links


Loading a journalist up with lots of links to research, videos, and media coverage in the body copy of your pitch may seem like a good idea to help them evaluative a story idea But this is a no-no. It creates unnecessary clutter and detracts from the key messages you want them to focus on. Instead, journalists report they want as few links as possible. Wilf Dinnick recommends 1-2 links max. It’s important to note that this will present a challenge if you don’t have your content organized into comprehensive expert profiles which include important information that journalists want to see such as past media and speaking appearances, research, publications, education/credentials, affiliations etc.


There was a lot to take away from this session which was jam-packed with research and best practices for media relations and PR pros. However, perhaps the most important lesson was how to ”flip” the traditional approach to pitching 180 degrees - starting the pitch process by first developing “owned” content that gets published to your website.


As Wilf Dinnick stated, “you have to think like a journalist” as you approach the story ideas you want to pitch. Start with owned content and publish stories that focus on your experts which clearly show them to be relevant and credible while making their work more engaging and human through visual media helps “set the table for the journalist.” If it’s well structured and engaging, it gives journalists the added context they need to immediately understand how your pitch is relatable to their audience.


What’s most powerful about this approach is that it helps media relations and PR pros avoid the “earned media trap.” Instead of being overly focused on coverage, we can think more strategically about the value we bring to the organization as storytellers to create quality “owned” content that boosts search engine (SEO) authority and PageRank as well as site engagement with visitors to boost reputation, relationships and revenues. It was clear from the many examples shared by healthcare organizations, universities and associations that this approach is where the real gains can be made. And how media relations and PR pros can show more tangible value to their organizations.


Stay tuned for more on this topic of owned content and how it helps improve your media coverage as we explore this in our next post.


To see the entire webinar, make sure to sign up for BrightTalk to watch the full webinar here.







Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation

You might also like...

Check out some other posts from ExpertFile

7 min

A Bumpy Ride Ahead for HigherEd

A confluence of political, economic, and social challenges is threatening the very fabric of US universities.  In both red and blue states, the political and economic headwinds facing institutions are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. Universities find themselves squeezed by funding cuts, scrutinized by lawmakers, and caught in cultural crossfire. This presents a unique challenge for communications professionals. In this era of declining trust and “alternative facts,” they need to be hyper-informed, adapt quickly, and boldly emphasize the critical value institutions have in society. Communications should function as a vital link, bridging this growing divide between town and gown. In red and blue states, the political and economic headwinds hitting higher education are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. It's important to note that throughout history, universities often emerge stronger and more deeply connected to the public during times of turbulence. Universities played a key role in partnering with the government to implement Roosevelt's New Deal, helping with emergency relief and agricultural programs. They helped democratize education with the GI Bill after World War II. They responded to societal demands during the civil rights era. Most recently, they played a key role in public health amidst the COVID-19 pandemic. Campus communicators have a unique set of skills and a vital responsibility to steer their institutions through these tough times. But the road ahead will be hard. The New Reality for Campus Communicators Cuts to Research Funding The lifeblood of academic innovation—research dollars—is under threat. The new political regime in Washington is looking to cut billions in federal research funding. A sudden cap on NIH indirect costs (slashed to 15% from an average of 28%) will have a profound impact on programs. Many researchers report that major grants are frozen or are expected to shrink. This “budget axe” isn’t theoretical for research universities—it’s biting right now. Communicators must convey what’s at stake: essential contributions such as groundbreaking science, community health programs, and innovation pipelines that fuel the economy hang in the balance as money gets tighter. Increasing State Oversight & Regulation In state capitals, politicians are muscling into campus affairs like never before. Republican-controlled statehouses are overhauling higher education governance, introducing over 150 bills in 35 states aimed at tightening control over public institutions. Even tenure is threatened. In the past year, lawmakers in seven states moved to eliminate or curb tenure and impose stricter post-tenure reviews – an unprecedented encroachment on academic freedom. New laws and proposals are creating oversight committees, mandating changes to the curriculum, and even threatening funding for programs out of political favor. The message from some state capitols is clear: “We’re watching you.” This surge in oversight and regulatory meddling means university communicators must navigate an increasingly fine line, demonstrating transparency and accountability at every turn to appease regulators while fiercely defending their institution’s academic autonomy. Political Pressure and DEI Backlash Diversity, equity, and inclusion initiatives are under open attack. What began as partisan rhetoric has evolved into concrete threats – and actions – against campus diversity efforts. Dozens of states have passed or proposed laws to defund DEI offices, ban diversity training, or restrict teaching about race and gender. The result? An “inconsistent and confusing landscape” for colleges as they respond to swelling political pressure. The campaign against campus DEI has dramatically accelerated in 2025, turbocharged by signals from the Trump administration pushing to eliminate DEI efforts across government and higher ed. According to The Chronicle of Higher Education 270 campuses in 38 states have already scaled back or dismantled some DEI programs under this pressure. For communications teams, the DEI backlash creates a messaging minefield. They must affirm institutional values of inclusion and support for marginalized groups, even as those very programs face hostile scrutiny from powerful critics. Threats to the Federal Department of Education In Washington, the unthinkable is suddenly on the table: the U.S. Department of Education itself is in the crosshairs. President Trump has made good on campaign promises by signing an executive order to dismantle the Department of Education. While outright abolition requires Congress, the administration has already laid off nearly half of the department’s staff and moved to strip the agency to its bare bones. “We’re going to shut it down… it’s doing us no good,” Trump declared. This unprecedented move could upend federal support and guidelines for universities – from financial aid administration to civil rights enforcement – leaving states to fill the void. Communications professionals must reassure students, faculty, and the public that education won’t grind to a halt if federal oversight wanes. It’s a communications tightrope: acknowledging the potential for massive change while conveying stability in the university’s core mission. After all, even if Washington pulls back, universities still answer to accreditation bodies and the public trust. The Misinformation Deluge on Social Media The information ecosystem has never been more chaotic – or more dangerous. Universities are grappling with viral misinformation and disinformation that can ignite campus controversies overnight. In the age of TikTok rumors and politicized Twitter (or “X”) feeds, false narratives spread like wildfire before facts can catch up. Recent campus incidents have shown how quickly truth gets muddled: one university saw fake reports about a protest spread widely. At the same time, another dealt with a gross misinterpretation of a student gathering that went viral. Photos and videos are routinely ripped out of context or deliberately edited with misleading labels. The public, meanwhile, is “bombarded with misinformation” online and growing distrustful of experts. For higher ed communicators, countering misinformation means fighting a two-front war: rapidly correcting falsehoods about their institution and proactively pushing out accurate, compelling content to capture attention before the rumors do. Economic Uncertainty and Budget Turbulence. Even aside from targeted funding cuts, universities are feeling economic whiplash. Inflation, endowment fluctuations, and post-pandemic enrolment dips have collided to squeeze campus finances. Many institutions face structural deficits and tough choices about programs and staffing. In fact, according to the Chronicle of Higher Education, two-thirds of colleges now show at least one sign of financial stress – a startling statistic that underscores how widespread the budget crunch has become. From flagship public universities to small private colleges, hiring freezes and spending cuts are the order of the day. Every dollar is scrutinized by trustees and legislators alike. Communications pros must now operate in a climate of fiscal anxiety, where messages about any new initiative or expense can trigger questions about priorities. The task at hand is to highlight the university’s economic stewardship and continued value to students and the community, even as belts tighten. It’s critical to communicate that the institution is navigating the storm responsibly—protecting its academic core and maximizing the impact of every precious dollar. Demands to Prove Real-world Impact “What is higher ed really doing for society?” In 2025, that question echoes from state capitols, donors’ boards, and kitchen tables across America. Universities are under intense pressure to demonstrate the real-world value of their research and teaching like never before. Lawmakers openly discuss ROI (return on investment) for degrees and research grants, seeking data on graduates’ earnings and innovations spawned per taxpayer dollar. Public confidence in higher education has been shaken – a recent Gallup survey found Americans’ confidence in colleges has plummeted to 36%, down from 57% in 2015. Many believe in personal value (a college degree for better jobs) but doubt that higher education delivers for the greater good. In short, the public is skeptical whether campus research and scholarship are worth the cost. University communicators must do more than publicize exciting discoveries – they must connect the dots for people. Every media release, story, or tweet should answer: Here’s how this university’s work benefits you, your community, and the world. Whether it’s a medical breakthrough, a tech startup from the lab, or a student project solving a local problem, the mandate is clear: show impact or risk losing support. In my next post, I'll provide a detailed blueprint to help communications professionals proactively plan and organize their teams for the road ahead. This actionable framework will help you better identify where you can add value for your institution where it needs it the most and confirm your critical role as a trusted resource.  To your success! Upcoming Speaking Events April 23 PRSA Virtual Workshop "Cutting Through the Noise: What Thought Leadership Strategies are Working in Today’s Environment” Register Here June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted

1 min

ExpertSpotlight: History of Yemen and the Houthi Rebels

The history of Yemen and the rise of the Houthi rebels is essential to understanding one of the world’s most complex humanitarian and geopolitical crises. Once considered a crossroads of ancient trade, Yemen has in recent decades become a focal point of conflict, regional power struggles, and human rights challenges. The conflict involving the Houthi movement has had global ramifications—from maritime security and oil trade routes to civilian displacement and famine. This topic matters to the public because it highlights the intersection of war, diplomacy, and humanitarian need, while prompting critical questions about international responsibility, peace-building, and regional stability. Key story angles that may interest a broad audience include: The roots and rise of the Houthi movement: Tracing the group’s origins, ideology, and evolution into a key political and military force in Yemen. Regional power dynamics: Analyzing the involvement of Saudi Arabia, Iran, and other actors in fueling or resolving the conflict. The humanitarian crisis in Yemen: Investigating the scale of famine, disease outbreaks, displaced populations, and access to aid. The role of the international community: Exploring arms sales, ceasefire negotiations, and accountability in the context of international law. Maritime security and global trade: Understanding how conflict in Yemen affects Red Sea shipping routes and international energy markets. The future of peace and governance: Examining potential pathways to a political resolution and the reconstruction of a stable Yemeni state. Connect with an expert about Yemen and the Houthi rebels: To search our full list of experts visit www.expertfile.com

2 min

#ExpertSpotlight: Erin go bragh!

St. Patrick’s Day, celebrated annually on March 17, has evolved from a solemn religious observance to a worldwide cultural phenomenon. Rooted in the legacy of St. Patrick, the patron saint of Ireland, this holiday is now synonymous with parades, green attire, and festive gatherings. While often viewed as a day of Irish pride and heritage, its historical significance and evolving traditions reveal deeper cultural and social themes. As millions prepare to celebrate, this topic provides an opportunity to explore the rich history, religious roots, and modern interpretations of St. Patrick’s Day. Key story angles include: The Life and Legacy of St. Patrick: Exploring the history of St. Patrick, his role in spreading Christianity in Ireland, and how myths like driving out the snakes became associated with him. The Evolution of St. Patrick’s Day Celebrations: Tracing the transition from a religious feast day to a global celebration of Irish heritage. How Different Countries Celebrate: Highlighting the unique ways St. Patrick’s Day is observed worldwide, from Ireland’s official events to large-scale parades in the U.S., Canada, and Australia. The Economic and Tourism Impact: Analyzing how St. Patrick’s Day boosts tourism, pub sales, and the hospitality industry. The Role of Irish Diaspora Communities: Examining how Irish immigrants and their descendants helped popularize St. Patrick’s Day in countries like the United States. Cultural Appropriation vs. Authentic Celebration: Discussing debates over commercialization, stereotypes, and efforts to preserve the cultural integrity of the holiday. As St. Patrick’s Day continues to be a widely recognized celebration, its history and traditions offer a compelling look at cultural identity, globalization, and the intersection of faith and festivity. Connect with an expert about St. Patrick's Day: To search our full list of experts visit www.expertfile.com

View all posts