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

You might also like...

Check out some other posts from ExpertFile

2 min

Are you ready for some football?

From its modest beginnings in the late 19th century to becoming America’s most-watched sport, professional football has not only entertained generations but also transformed communities, economies, and culture. Today, the National Football League (NFL) stands as a global brand, symbolizing both the triumphs and tensions of American life. Early Beginnings Professional football took root in the 1890s, when athletic clubs in Pennsylvania began paying players under the table. In 1920, a group of teams formed the American Professional Football Association, later renamed the NFL in 1922. Early decades were marked by instability, but the league grew steadily, and by the 1950s, with the rise of television, football began capturing national attention. The 1958 NFL Championship Game—dubbed the “Greatest Game Ever Played”—cemented football as America’s sport of the future, setting the stage for the AFL-NFL rivalry of the 1960s and the eventual Super Bowl, first played in 1967. Economic Impact Football is now one of the most powerful economic engines in American sports. The NFL generates more than $18 billion annually, with billions flowing into local economies through stadium construction, tourism, and broadcasting rights. Super Bowl weekend alone can inject hundreds of millions of dollars into host cities. The game has also reshaped industries—from sports broadcasting and advertising to fantasy leagues and legalized sports betting. It drives sponsorships, merchandise sales, and jobs connected to media, hospitality, and infrastructure. Social and Cultural Significance Football’s reach extends beyond the field. It has served as a stage for some of America’s most important social conversations—from racial integration in the 1940s, to gender roles in sports media, to the modern debates over player safety and activism. Figures like Jackie Robinson in baseball broke barriers, but in football, trailblazers such as Kenny Washington (first African American to reintegrate the NFL in 1946) helped reshape opportunity and inclusion. In more recent years, high-profile advocacy by players on issues ranging from racial justice to mental health has placed the sport squarely in the middle of national debates. At the same time, concerns about concussions and long-term health risks have fueled public dialogue on workplace safety and medical ethics, echoing issues seen across many industries. A Lasting Legacy Football is more than a game. It has become a unifying tradition—whether through Friday night lights in small towns, college rivalries that galvanize entire states, or Super Bowl Sunday as an unofficial national holiday. Its economic and cultural significance continues to expand, reflecting both America’s passion for competition and its ongoing social evolution. Connect with our experts about the history and significance of professional football in America: Check out our experts here : www.expertfile.com

2 min

ExpertSpotlight: The History of Labor Day

What began as a modest parade in New York City has grown into a national holiday that honors the contributions of American workers and continues to spark conversations about labor rights today. Observed on the first Monday of September, Labor Day is both a tribute to the workforce and a cultural milestone marking the close of summer. From Parade to Holiday The first Labor Day celebration took place on September 5, 1882, when roughly 10,000 workers marched through New York City in a demonstration organized by the Central Labor Union. The parade, followed by a picnic and speeches, was designed to showcase the unity and strength of trade and labor organizations. The origins of the idea remain contested. Some credit Peter J. McGuire, co-founder of the United Brotherhood of Carpenters, while others point to Matthew Maguire, a machinist and secretary of the Central Labor Union. Regardless of its champion, the concept spread quickly. By the late 1880s, states began adopting Labor Day as an official holiday. In 1894, following a wave of labor unrest that included the Pullman Strike, President Grover Cleveland signed legislation declaring the first Monday in September a federal holiday. Labor Day vs. May Day Unlike May Day (May 1)—which became closely associated with international labor movements and the more radical legacy of the Haymarket Affair of 1886—Labor Day was intended as a uniquely American holiday. Its September placement emphasized unity and recognition without the confrontational overtones of May Day. Over time, this distinction gave Labor Day a broader cultural resonance in the United States. A Living Tradition While barbecues, parades, and retail sales now dominate many Labor Day weekends, the holiday’s deeper meaning endures. It is a reminder of the hard-won gains of the labor movement, from the eight-hour workday to workplace safety protections, as well as the continuing debates over wages, unionization, and economic fairness. Even traditions like the etiquette rule of not wearing white after Labor Day reflect how the holiday shaped cultural norms at the turn of the 20th century. Today, beyond its role as summer’s unofficial finale, Labor Day continues to honor the dignity and achievements of working people across the country. Connect with our experts about the History of Labor Day. Check out our experts here : www.expertfile.com

3 min

Breaking: Justin Timberlake Reveals He Has Lyme Disease

When a major celebrity opens up about a personal health struggle, public attention often follows. That’s certainly the case after Justin Timberlake recently revealed that he is battling Lyme disease—a condition that affects nearly half a million Americans each year but remains widely misunderstood. Timberlake’s announcement is bringing renewed focus to the causes, risks, and complexities of Lyme disease, including how it spreads, where it’s most prevalent, and what individuals can do to protect themselves. With tick season still active in many regions, this moment offers an opportunity to better inform the public—and we’ve identified a group of leading experts who can help do just that. From microbiologists and epidemiologists to entomologists and disease ecologists, the following researchers bring a wide range of expertise on Lyme disease, tick biology, and environmental risk factors. Whether you're a journalist looking for credible sources, a public health communicator, or simply someone trying to make sense of this rising threat, these experts are available to provide clarity and context in the wake of this headline-making health disclosure. Featured Experts A highly media‑quoted microbiologist specializing in Lyme and other tick‑borne diseases. He runs TickReport, a service that tests ticks and interprets exposure risks. Insights on... How celebrities like Timberlake amplifying Lyme awareness may shift public perception and testing demand. The relevance of tick season timing and geographic risk zones. How tick testing works and what patients should know post‑exposure. Over two decades studying Borrelia burgdorferi and blacklegged ticks, with strong expertise in disease ecology and conservation medicine. Insights on... The biology of transmission and the tick’s life cycle—what leads to infection risk. How habitat and ecological shifts may affect Lyme exposure risks. Wildlife‑human disease interface in increasingly peri‑urban settings. Focuses on landscape ecology and patterns of vector‑borne disease emergence including Lyme disease. Insights on... How environmental changes (e.g. urban sprawl, climate trends) are altering Lyme disease risk maps. Predictive models: where Lyme is emerging next. Implications for public health messaging given high-profile cases like Timberlake’s. Specializes in tick taxonomy and vector species genetics—ideal for deeper background on tick diversity and distribution. Insights on... Which tick species carry Lyme and how misidentification can confuse diagnosis. Emerging tick species or genetic strains and what they mean for prevention. Geographic spread and species shift over time. His research examines geographic patterns of Lyme disease, including why incidence varies regionally in the U.S. Insights on... Why Lyme is more prevalent in certain states—even those outside Timberlake’s or his fans’ travel zones. Human behavioral and habitat factors (e.g. suburban greenspace vs. deep woods). What seasonal changes in tick behavior tell us about infection risk. Story Angles to Explore Celebrity spotlight on Lyme disease: How high‑profile cases can impact media attention, funding, public awareness, and testing demand. Diagnosis and prevention: From exposure to testing (e.g., TickReport), early symptoms, treatment windows, and what experts recommend post‑bite. Ecology and environment: Why Lyme is expanding geographically, and how climate and land‑use change influence risk. Tick evolution and identification: Educating the public on which ticks transmit Lyme, emerging strains, and challenges in correct tick identification. Regional variation in risk: Breakdowns of why some states or regions are Lyme hotspots and how that aligns with the celebrity’s likely exposure zones or fan geography. Looking for more Experts? Visit www.expertfile.com or download ExpertFile for your phone.

View all posts
Powered by