Featured Post from ExpertFile

The Secret to Winning Media Coverage: Give Journalists What They Want: Insights from Cision’s 2024 Media Report

Jun 13, 2024

5 min

Peter Evans

The 2024 Cision State of the Media Report is jam-packed with all sorts of detailed PR info which can be somewhat overwhelming. But there's an important theme to be found in the data. Kudos to the team at Cision for running this survey that polled over 3,000 staff journalists and freelancers, which is now in its 15th year.

The big takeaway for me? Give journalists what they want. Sounds simple enough. Yet, with so many organizations competing for media attention amidst a sea of new AI-enabled platform hacks, many need to focus on the fundamentals of media relations, which this report nicely captures.


The media is inundated with pitches. So, the secret to success lies in understanding what jobs journalists have to do and giving them what they need to file their stories…fast.


According to the Cision 2024 survey, at the top of the journalists' wish list are:


  • Topical Relevance (68%): Understanding the target audience and what they find relevant.
  • Access to Experts (52%): Connecting journalists with experts and setting up interviews.
  • Credible Data and Research (48%): Providing data and key research.
  • Speed of Response (47%): Responding quickly to inquiries and respecting journalists’ deadlines.


In short, journalists want relevant pitches, expert connections, and credible data, and they want it ASAP so they can meet their deadlines. While the Cision report outlines many other best practices that will undoubtedly improve your coverage rate (such as helping journalists quickly source multimedia assets like images), I want to focus on the importance of nailing these first four rules.


Rule #1: Pitch Relevant Topics to Journalists

Irrelevant pitches not only waste a journalist's time but also damage your credibility. In fact, 77% of journalists in the Cision study cited being spammed with irrelevant pitches as a reason to block a PR professional or put them on the "do not call" list. The study also reported that journalists are "fed up" with follow-ups to unsolicited pitches. Now, only 8% of journalists think it's okay to follow up more than once to check on a story they have pitched.


Rule #2: Get Your Experts in Front of Journalists

Connecting with credible expert sources is time-consuming. Joint research conducted by ExpertFile and the Associated Press revealed it takes on average, over 2 hours for journalists to secure an expert source for an interview. We can do better than that. As a PR/Media Relations pro, one of your "superpowers" needs to be the ability to spot a story opportunity and get your subject matter experts lined up for the media interview. This is an area where journalists see comms and media pros playing a vital role inside the organization. But if your pitch "sounds like a marketing brochure" the Cision survey shows that 55% of journalists would add you to their naughty list. One of the best ways to avoid this trap and enrich your story is to bring experts and their unique, specialized knowledge to the interview. That means ensuring you are attributing the source of your blog posts to experts in your organization and including links to their expert profile in your pitch. Enclosing a link to an outdated, boring biography on your website or a LinkedIn profile that hasn't been updated since the Yankees last won the World Series (2009), won't score points with journalists.


Rule 3: Provide Journalists with Credible Data and Key Research

Providing this information not only supports your story but also builds trust. Ensure that your pitches include the latest research findings, statistics, and data from reputable sources within your institution. This evidence-based approach enhances the credibility of your pitches and increases the likelihood of them being picked up by the media. While primary data is best, if you are curating data from other sources, it's critical to cite sources and, ideally, create derivative insights that help the journalist look at the information in a fresh way. For example we have many economists on our ExpertFile network that provide insights regularly on data they didn't gather. But their ability to critically analyze economic data from trusted sources such as the US Census Bureau or the European Union and generate unique, often counterintuitive or provocative insights is what sets them apart from other experts.


Rule #4: Help Meet the Journalist's Deadline

Journalists often work under tight deadlines and timely responses from PR professionals. Our software has helped organizations handle thousands of media requests every year and if there is one thing we've learned, media is all about speed. If you are a "serious player" you need protocols and processes to quickly respond to media inquiries and get your expert sources lined up to provide the necessary information and insights to meet same-day deadlines. This shows journalists you respect their time and are a reliable source and you will be on speed dial for future stories.


Are You Pitching Effectively?

Here’s a few tough questions.  Answer truthfully.


Are You Personally Wasting Time Pitching? How much time do you spend pitching the media vs. responding to inbound media opportunities? Data from Propel Media shows 97% of media pitches fail. While journalists open approximately half of the pitches they receive they only respond to an average of 2.99% of the pitches. Yet the Cision data shows that it's not always your fault. Why? Well, unless you're a gifted psychic, you simply can't know for sure how a journalist is going to react to your pitch. That's why more media departments and their PR agencies are cutting back on spammy pitch activities and moving to more strategic activities that get more traction. With the extra time they save, they can focus on promoting their experts online where journalists are actively searching for credible sources. The result is more qualified inbound inquiries from journalists genuinely interested in interviewing your experts. And that means a lot less anxiety about meeting your media coverage targets.


Are You Wasting Journalists' Time? Is your newsroom or media relations page set up to allow journalists to quickly serve themselves 24x7? Can they easily search by specific topics to find an expert within seconds to help meet their deadlines? Or are you expecting them to email or call you for help. (hint: journalists don't have time for that kind of friction). Here's a nice example of how US-based health system, ChristianaCare makes their medical experts available to journalists round the clock while saving hundreds of hours a year for their Comms and Digital team.


I'd love to hear more about how you are helping journalists and how that's paying off with increased media coverage. Let me know in the comments below or connect/follow me on LinkedIn or on ExpertFile.

Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation
Powered by

You might also like...

Check out some other posts from ExpertFile

Expert Insights on the Manhattan High-Rise Structural Concerns featured image

2 min

Expert Insights on the Manhattan High-Rise Structural Concerns

The unfolding structural emergency at the former Pfizer headquarters on East 42nd Street in Midtown Manhattan raises urgent questions issues such as load limits, weight redistribution, structural steel, emergency shoring and in general the challenges of converting older office towers into residential buildings. As officials and engineers continue to investigate what happened, the incident points to a larger issue facing many major cities: how safely can older commercial buildings be adapted for new uses, especially when vertical additions, new floor loads and major structural modifications are involved? ExpertFile has a range of structural engineering experts available to help journalists and audiences understand the engineering issues behind this story. Featured Experts Edward Sippel, P.E., Ph.D. Assistant Professor, Milwaukee School of Engineering Edward Sippel is an expert in structural engineering at the Milwaukee School of Engineering with a focus on steel structures, stability and structural analysis. His expertise in structural steel, finite element analysis and nonlinear analysis makes him especially relevant to questions about column buckling, steel-frame behavior, temporary reinforcement and how engineers assess whether a damaged steel structure can be stabilized or repaired. David O. Prevatt Professor, University of Florida David O. Prevatt is a structural engineer at the University of Florida whose areas of expertise include structural load paths, structural engineering and resilient building performance. His expertise is especially relevant to explaining how loads move through a building, what happens when weight is added or redistributed, and why engineers must understand the full path that gravity loads take from upper floors down to the foundation. Key Questions Experts Can Address How do added floors or major renovations change the way weight moves through an existing building? What causes a steel column to buckle, and how is that different from other types of structural failure? Why do transition points between older and newer parts of a structure require special attention? How do engineers use temporary shoring, jacks and steel reinforcement to stop movement during an emergency? What should cities, developers and regulators consider as office-to-residential conversions become more common? Additional Structural Engineering Experts Available Beyond load paths and steel mechanics, this story also raises broader questions about structural health monitoring, building inspections, retrofits, aging infrastructure, concrete systems, structural dynamics and resilient design. ExpertFile includes additional experts who can speak to these related issues, including: For journalists covering the Manhattan high-rise situation, office-to-residential conversions, emergency building stabilization or the future of urban infrastructure, these experts offer relevant structural engineering expertise that may help add context, clarity and perspective to your reporting. Looking for more experts?  Visit: www.expertfile.com About ExpertFile ExpertFile is the worlds largest open-access, curated search engine for experts. ExpertFile is the best way to search and connect with credible experts on over 50,000+ topics. Our award-winning software platform is trusted by leading knowledge-based organizations to help them manage and connect their research and perspectives to a broader audience. Download the ExpertFile Mobile App.

Built to Last: What It Takes to Compete Across Generations of World Cups featured image

4 min

Built to Last: What It Takes to Compete Across Generations of World Cups

The 2026 FIFA World Cup is giving fans an unusual view of football history: several of the game’s biggest names are still competing long after most elite careers have ended. Cristiano Ronaldo and Lionel Messi are appearing in their sixth World Cups. Ronaldo has scored twice in this tournament and 10 times overall, while Messi has added six goals in 2026 to reach 19 for his World Cup career. Luka Modrić is playing in his fifth tournament. Neymar and Kevin De Bruyne are each appearing in their fourth. Those numbers say something important about talent. They say even more about durability. Reaching one World Cup is difficult. Returning four, five or six times means surviving nearly two decades of club schedules, injuries, travel, tactical changes and competition from younger players. It also means finding new ways to contribute when the body no longer responds exactly as it once did. That opens up several timely questions for journalists covering this final stage of their careers. Below, experts in sports science, biomechanics, psychology and sports business offer perspective on what it takes to compete across multiple World Cups—and what allows some players to remain influential long after their physical peak. What does it take physically to last this long? The World Cup lasts only a few weeks, but the careers behind it are built over thousands of training sessions and matches. For older players, the challenge is not simply staying fit. It is managing fatigue, recovering faster and avoiding the injury that could end the run. Hofstra exercise physiologist Katie Sell can speak to the less visible work behind these careers: sleep, hydration, nutrition, endurance and the tighter recovery window athletes face as they age. At the University of Delaware, Tom Kaminski brings expertise in soccer injuries, concussions and player safety. He can help explain how accumulated wear, repeated head impacts and return-to-play decisions influence whether a player can continue at the highest level. Texas Christian University’s Peter Weyand, an expert in sprint mechanics and running performance, can discuss what happens to speed and acceleration over time—and which physical qualities can still be protected through training. How do great players change their game? Longevity rarely comes from playing the same way forever. Ronaldo moved from the wing into a more central scoring role. Messi became more selective with his movement. Modrić continued to control matches through timing, positioning and awareness rather than physical dominance. These are not signs that aging players have stopped influencing games. They are signs that influence has changed. Carnegie Mellon biomechanics researcher Eni Halilaj can speak to how athletes adjust their movement patterns, conserve energy and reduce physical strain as they get older, while her colleague Eric Yttri, who studies motor control and decision-making, can explain how anticipation and experience allow veteran players to act earlier and more efficiently. Texas Christian University’s Peter Weyand can also add context on why older players often change positions, reduce repeated sprinting or become more selective about when they make high-intensity runs. Why keep coming back? By the time a player reaches a fourth or fifth World Cup, money and recognition are unlikely to be the main reasons for continuing. The harder question is what keeps an athlete committed after years of success, injuries and public scrutiny—especially when their role may be smaller than it once was. TCU sport psychology expert Robyn Trocchio can speak to motivation, focus and how accomplished athletes continue setting meaningful goals late in their careers. Hofstra’s Genevieve Weber can address performance anxiety, media pressure and the emotional weight of entering what may be a final international tournament. Georgia Southern sport psychologist Brandonn Harris can discuss resilience, confidence and the mental discipline required to recover from injury, disappointment and changing expectations. How should an aging superstar be judged? Goals are easy to count. Leadership, timing and influence are not. A veteran player may no longer dominate every match, but may still shape how teammates prepare, how opponents defend and how supporters respond. For coaches, that creates a difficult balance between reputation, current performance and what an experienced player brings in moments of pressure. At Emory University’s Goizueta Business School, Michael Lewis can discuss the value of global stars beyond the score sheet, including fan interest, brand strength and the attention they bring to a national team. Carnegie Mellon University’s Eric Yttri can speak to the on-field contributions that statistics often miss, including positioning, anticipation and decision-making. Texas Christian University’s Robyn Trocchio can address the leadership side of the story, including the difficult transition from automatic starter to mentor, substitute or situational player. A generation nearing the end The 2026 World Cup may be remembered not only for the players who emerged, but for the ones who were leaving. Ronaldo, Messi, Modrić, Neymar and De Bruyne have played through different tactical eras and alongside multiple generations of teammates. Their longevity was not built on talent alone. It required adaptation, recovery, discipline and a willingness to accept that staying great sometimes means becoming a different kind of player. For reporters, their careers offer a timely way to examine how elite athletes age—and why some remain relevant long after the normal limits of the game suggest they should.

America at 250: CMU Experts Explore the Ideas, People and Events That Shaped a Nation featured image

2 min

America at 250: CMU Experts Explore the Ideas, People and Events That Shaped a Nation

Throughout 2026, the United States will commemorate the 250th anniversary of its founding, a milestone that is prompting reflection on the nation's history, its defining moments, and the people and ideas that continue to shape its future. From the founding principles of democracy and constitutional rights to social movements, innovation, and overlooked stories from America's past, Carnegie Mellon University scholars and experts offer timely insight into the issues and events driving the national conversation. Whether reporting on anniversary celebrations, historical milestones, or the enduring impact of America's past on today's challenges, CMU experts are available to provide informed analysis and historical context. What CMU Experts Can Help You Cover From founding documents to untold histories, CMU experts can speak to the full range of topics for  America at 250. The Document in the Archive One of only five known copies of the 1792 Bill of Rights is held at Carnegie Mellon University. As America marks its 250th anniversary, this rare artifact is on public display -- and the story behind it connects directly to debates about rights, citizenship, and constitutional interpretation that are as live today as they were in the founding era. The Constitution on Trial For 250 years, the Supreme Court has been the ultimate interpreter of America's founding documents. But how justices write those decisions -- the rhetoric, the emotion, the moral grandstanding -- shapes how law is understood and applied for generations. What does the language of fundamental rights decisions tell us about American democracy? The History That Was Left Out Official celebrations tend to center on the founders. But historians have spent decades recovering the stories of enslaved people, women, immigrants, and communities whose contributions shaped the nation and whose experiences complicate the triumphant narrative. Dr. Edda Fields-Black's 2025 Pulitzer Prize-winning book on Harriet Tubman and the Combahee River Raid is a reminder of just how much of that history is still being uncovered. What does a fuller American history look like at 250? Suffrage, Memory, and the Myth We Tell The story of how American women won the right to vote is one of the most retold in the country's history -- and one of the most mythologized. As the nation reflects on 250 years of democracy, what does the suffrage movement really tell us about how America progresses, and how it remembers its own progress? Covering America at 250? Carnegie Mellon University's historians, legal scholars, archivists, and subject matter experts are available for interviews, background briefings, and commentary on the people, events, and ideas that have shaped the United States over the past 250 years - and what that history means today.

View all posts
Powered by