How to secure national media coverage in 2025

How to pitch national news stories

National journalists are busier than ever. They’re being set increasingly aggressive targets to increase reader numbers while being bombarded with hundreds of pitches a day from eager PRs. So how do you make sure your technology story stands out?

With years of experience in securing national media coverage for clients across a range of industries, Sammy Browning reveals what it takes to cut through the noise and grab the attention of top-tier journalists.

Working out what stories to pitch

If you don’t understand the national media landscape, selling-in that story is always going to be a struggle.

So, before you hit ‘send’ on any emails, it’s vital to research the person you’re pitching. Understanding their beat, the type of stories they cover, and their writing style are vital to success and should all be part of the pre-pitching strategy. By knowing what a journalist cares about, you can tailor your pitch and increase your chances of getting noticed. It’s brutal, but if your angle doesn’t fit into their world, it’s going to end up in their deleted folder.

  1. Read

Read your target journalists’ recent articles to make sure that your story fits their ‘aesthetic’.

2. Follow

Get to know the ‘real’ them by following and interacting with them on social media, particularly X, BlueSky and LinkedIn.

3. Monitor

Use media tools like Meltwater or TechNews to understand their career history, interests, and key coverage areas.

How to get journalists to read your email

Once you’ve done your homework, it’s time to create a tailored pitch. And I don’t mean just swapping out the journalist’s name in a standard template!

Instead, craft a story that’s relevant to them and their audience. Start by thinking about how the news fits into a wider conversation. Is it tied to a current trend? Does it offer new data? Can you add an expert perspective on a trending topic? National journalists love a fresh angle, so make sure your pitch is unique and compelling. 

How to write a pitch email

Start with a punchy subject line — it’s your only chance to make a first impression. If it isn’t short, snappy and memorable, then your email might not even be opened. 

Remember, journalists are busy — often scanning emails on the go. A long, clunky, or confusing subject line is off-putting, and all your research efforts will have gone to waste.

And the rest of your email needs to be just as concise. Get to the heart of the story quickly and make it easy for them to see the value straight away. In other words, use the same techniques journalists use to communicate the news, such as news writing.

Do you really need to ‘network’ with journalists?

Yes and no. 

Building genuine relationships with journalists takes time and effort, but it’s an effective way to understand exactly what they need. You don’t have to be best friends, just a reliable and useful contact.

It’s fine to take them for lunch, but don’t use it as an opportunity to relentlessly push your pitch. A real connection means staying in touch — even when you don’t need something. Support their work on social media, offer exclusive insights, and be helpful.

That said, having a relevant and compelling angle matters more than any relationship. A journalist won’t risk their reputation to run a weak story — no matter how well they know you.

Should I offer journalists an exclusive?

Whether it’s an interview with a key executive, a ‘sneak peek’ at a new product or fresh data, exclusivity is a powerful tool that can both give a journalist what they want and boost your chances of coverage.

But here’s the catch — offering exclusivity comes with responsibility. 

If you over-hype what’s doable only for it to fall flat, you’ll damage your reputation and ruin your chances of coverage. Similarly, offering something that isn’t unique will almost always backfire — and don’t offer it to multiple outlets unless you’ve been upfront from the start. It will not end well.

Should you follow up with journalists?

In my experience, no response doesn’t always mean ‘no’ when it comes to national journalists. We’re dealing with busy people and sometimes they truly have missed your email, which is when a well-timed follow-up can make all the difference.

But at the same time, there’s a fine line between persistence and pestering.

There’s no exact science here. Sometimes it’s a case of learning from experience or knowing the journalist’s preferences. But for the most part, a polite nudge after a few days is fine. But multiple emails in quick succession? Not so much.

When — or if — you do follow up, make sure to add value. Maybe there’s a new angle, a fresh piece of data, or a quote that wasn’t in the original pitch. Always give them a reason to pay attention.

Did you get my press release?

How do I encourage journalists to come to me?

While the days of Rolodexes may be behind us, national journalists will often still have their go-to contacts for certain types of stories. And while getting onto that list isn’t easy, it’s also not impossible.

One of the best ways to build long-term media relationships is to position yourself — or your company — as a trusted expert. National journalists are always on the lookout for expert commentary, and if you can provide valuable insights regularly, you’ll soon find yourself on their radar.

This might mean sharing industry data, offering thought leadership, or just being available when they need a quick quote. The more you can demonstrate your expertise, the more likely journalists are to come to you when they need an authority in your sector.

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