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

Pneumonic Plague: An Ancient Killer That Has Never Completely Disappeared featured image

3 min

Pneumonic Plague: An Ancient Killer That Has Never Completely Disappeared

Few diseases carry the historical weight of plague. Caused by the bacterium Yersinia pestis, plague has been responsible for some of the deadliest disease outbreaks in recorded history. The most infamous was the Black Death of the 14th century, which swept through Europe, the Middle East and North Africa and killed tens of millions of people. The World Health Organization estimates that more than 50 million people died in Europe alone. But plague is not simply a disease of the past. The bacterium continues to circulate naturally among wild rodents and their fleas in parts of the world, and human cases still occur. The World Health Organization reports that most cases recorded between 2019 and 2025 occurred in the Democratic Republic of the Congo and Madagascar. What Is Pneumonic Plague? There are three primary forms of plague: bubonic, septicemic and pneumonic. Bubonic plague - historically the best-known form -  usually develops following the bite of an infected flea and is characterized by painful, swollen lymph nodes known as “buboes.” Pneumonic plague occurs when Yersinia pestis infects the lungs. It can develop when untreated bubonic or septicemic plague spreads to the lungs, or when someone inhales infectious respiratory particles from a person or animal with pneumonic plague. That distinction is important: pneumonic plague is the only form of plague that can spread directly from person to person through respiratory particles. What Are the Symptoms? Pneumonic plague can progress remarkably quickly. According to the CDC, symptoms include fever, headache and weakness followed by rapidly developing pneumonia. Patients can experience shortness of breath, chest pain and coughing, sometimes producing bloody or watery mucus. Symptoms following inhalation can begin as soon as one day after exposure. Without treatment, pneumonic plague is extremely dangerous. The World Health Organization describes untreated pneumonic plague as invariably fatal, making rapid recognition and medical intervention critical. From Medieval Killer to Treatable Disease What separates plague today from the disease that devastated populations centuries ago is modern medicine. Plague is a bacterial infection and can be successfully treated with antibiotics. The CDC recommends beginning treatment as soon as plague is suspected rather than waiting for laboratory confirmation. Depending on the severity of the illness, treatment can involve intravenous or oral antibiotics, with gentamicin and fluoroquinolones among the first-line treatments used in the United States. Early detection matters enormously. Modern antibiotics, infection-control practices, surveillance and public-health responses mean that a disease once capable of devastating entire communities can now be identified, contained and treated. Yet its persistence also offers an important reminder: diseases that profoundly shaped human history do not necessarily disappear. Plague remains present in animal populations, continues to cause human infections and provides researchers with a remarkable window into the relationship between infectious disease, human behaviour, public health and even human evolution. Experts in infectious diseases, epidemiology, public health, microbiology, global health, medicine and the history of disease can help provide perspective on pneumonic plague, how it spreads, the risks it poses and what centuries of experience with plague can teach us about preventing and responding to outbreaks today. Connect with our experts today: View all of your experts here at www.expertfile.com

25 Years Later: How 9/11 Changed the World featured image

2 min

25 Years Later: How 9/11 Changed the World

On September 11, 2001, the world watched as nearly 3,000 people were killed in terrorist attacks that would become one of the defining moments of the 21st century. Twenty-five years later, 9/11 remains much more than a moment in history. Its consequences continue to shape the world we live in. The attacks transformed national security and intelligence, changed how people travel, reshaped airport and border security, and ushered in a new era of surveillance and counterterrorism. They also profoundly influenced American foreign policy, leading to wars in Afghanistan and Iraq and decades of debate about security, military intervention and America's role in the world. The effects were cultural as well as political. September 11 changed how a generation viewed safety, terrorism and global conflict. It also sparked difficult conversations about civil liberties, immigration, religious tolerance and the balance between individual freedoms and collective security. For younger generations, 9/11 is increasingly an event learned about rather than remembered. For millions of others, memories of where they were and what they saw that day remain remarkably vivid. A quarter-century later, the anniversary offers an opportunity to remember those who were lost, recognize the first responders and countless others affected by the attacks, and examine how the decisions made in their aftermath continue to influence our world. Experts in history, political science, international relations, national security, terrorism, public policy and sociology can help provide perspective on September 11, its legacy and how the world has changed 25 years later. Connect with our experts today: View all of your experts here at www.expertfile.com

More Than a Long Weekend: Why Labor Day Still Matters in America featured image

2 min

More Than a Long Weekend: Why Labor Day Still Matters in America

For millions of Americans, Labor Day means the unofficial end of summer , a final long weekend before schools are back in full swing and the fall routine takes over. But behind the barbecues, travel and end-of-summer sales is a holiday rooted in the history of American workers and the transformation of the workplace. Observed on the first Monday in September, Labor Day recognizes the social and economic achievements of American workers. Its origins date to the labor movement of the late 19th century, with the first Labor Day celebration held in New York City on September 5, 1882. In 1894, it became a federal holiday. More than 130 years later, Labor Day remains an opportunity to look at the role work plays in American life, particularly at a time when the workplace itself is undergoing enormous change. Artificial intelligence and automation are reshaping jobs and industries. Remote and hybrid work have changed where and how millions of people work. Employers continue to navigate workforce shortages, recruitment and retention, while workers are reconsidering expectations around compensation, flexibility, benefits and work-life balance. Labor Day can also open the door to broader conversations about the American labor movement, organized labor, workplace protections, wages and the economic contribution of workers. For journalists, that makes the holiday much more than a date on the calendar. It's a timely opportunity to explore both how work in America has changed and where it is heading next. Experts across economics, business, labor relations, history, human resources, public policy and emerging technology can provide valuable perspective on Labor Day and the changing American workplace. Journalists covering Labor Day and looking for expert perspective on the history of the holiday, labor and employment, workplace trends, organized labor, artificial intelligence and the future of work can connect with experts directly through ExpertFile profiles below:

View all posts
Powered by