How to Know What a Reporter is Actually Looking For and What They are Ignoring

So, you’re trying to get a story noticed by a reporter? You and many others! (Especially now with AI search engines prioritizing earned media content over company blogs, etc.) It’s easy to think all it takes is sending off an email, but in reality, it’s much more than that. With reporters’ inboxes flooded daily, your pitch — and even your subject line — has to stand out.

Reporters don’t have time to dig through paragraphs of backstory to figure out why your story matters. They’re looking for you to make the point as efficiently and clearly as possible. So, what exactly are they looking for — and what are they ignoring?

What Journalists Look for in Media Pitches

Clarity right away.
If your subject line and first sentence don’t tell them what the story is, you’ve lost them. Reporters want the headline version of your pitch up front — short, sharp, and specific.

Relevance to their beat.
Nothing frustrates a reporter more than irrelevant pitches. Do your homework. If they cover healthcare, don’t send them a retail story. If the reporter writes for a local publication, tailor your national angle to fit their niche audience. Show that you know their work and why your story fits.

Credible sources.
If your pitch makes it clear that you can connect them with the right leader, expert, or customer to bring the story to life, you’ve already set yourself apart.

Timeliness.
The best pitches connect to something happening now. That doesn’t always mean breaking news — it can mean industry shifts, seasonal trends, or timely context that makes your story worth covering today.

What Makes Journalists Ignore a PR Pitch

Excessive backstory.
If a reporter has to scroll through three paragraphs before getting to the point, they’re going to move on. Keep your pitch tight. Think of the backstory as seasoning, not the main dish.

Hype language.
“Game-changing.” “Groundbreaking.” “Revolutionary.” These words get skipped because they’re overused. Reporters aren’t looking for adjectives — they’re looking for facts, access, and clarity.

Generic mass emails without personality.
Don’t get us wrong, we love a mail merge as much as the next person. But in a world that already lacks personal touches due to a number of reasons, a little personalization goes a long way. Even one thoughtful line that shows you understand a reporter’s work makes the difference between delete and maybe.

How to Earn Media Trust and Long-Term Visibility

Pitching the media isn’t about crafting the flashiest email — it’s about building real, lasting relationships with the people who tell your story. Reporters remember the companies that make their job easier, and over time, that reputation leads to more opportunities, more visibility, and more trust.

If you’re ready to stop wondering why your pitches aren’t landing and start seeing results from your media outreach, we’d love to help.  We help values-driven businesses like yours cut through the noise with pitches that are clear, timely, and true to who you are. When you share your story with clarity, substance, and respect for a journalist’s role, it’s never just about one piece of coverage. It’s about building long-term visibility, credibility, and trust that fuel both your legacy and your growth.

About The Author

Peyton Sides is the Digital Marketing and Public Relations Intern for Kwedar & Co. As our Digital Marketing and Public Relations Intern, Peyton helps our team with ongoing content creation, public relations research, and communication support.

Peyton is set to graduate from Tarleton State University this May with a Bachelor of Science in Communication Studies, with a special focus on Public Relations and Social Engagement, and a minor in Business. Originally from Fort Worth, Peyton now lives in Stephenville, Texas with her basset hound puppy, Fancy Nancy.