Every day, newsrooms receive press releases, interview proposals, studies, and stories from companies. Most of them are never published. Not necessarily because the brands lack merit, but because business relevance and media relevance are two different concepts.
According to Muck Rack’s State of Journalism 2025 report, 55% of journalists receive more than five pitches from public relations professionals every day. Meanwhile, 84% acknowledge that some of the stories they publish originate from suggestions made by communications professionals.
Reaching the media is therefore still possible. But it requires turning what a brand wants to communicate into a story that is relevant to both the journalist and their audience.
Having something new does not necessarily mean having news
One of the main reasons a brand may struggle to secure media coverage is the absence of genuine news value. A new service, a campaign, an anniversary, or a change to a product offering may be important to the company, but not necessarily to a newsroom. The essential question is: what is new or relevant to people outside the organisation?
The news angle may lie in a product, an emerging consumer behaviour, an unexpected finding, or a shift in the market. The clearer the news angle, the greater the potential for media coverage.
Timing influences media relevance
A strong topic presented at the wrong time may go unnoticed.
Current events often determine whether a story attracts interest. A study on consumer behaviour gains relevance when it coincides with an economic shift, just as a topic related to tourism may be more timely ahead of the holiday season, or an analysis of sustainability may attract greater attention in response to new legislation.
A media relations strategy should therefore monitor both the public and editorial agendas. It is not enough to know what to communicate, it is also necessary to understand when a topic is most likely to attract the attention of newsrooms.
Data turn opinions into news
Journalists need verifiable facts. As a result, statements such as “demand is increasing” or “the industry is changing” have limited value when they are not supported by figures, comparisons, or credible sources.
Data helps demonstrate scale, evolution, and impact. They may come from proprietary studies, surveys, financial reports, or other official sources, but they should be current, accurate, and properly contextualised. An isolated figure rarely tells a story: it is necessary to explain what it means and why it matters.
A good spokesperson adds expertise
Providing a spokesperson is not enough, particularly if their contribution consists merely of repeating corporate messages. A good spokesperson should interpret the issue, clarify concepts, and provide a well-founded perspective.
Experience, credibility, clarity, and the ability to communicate concisely can make all the difference. According to Cision’s State of the Media 2025 report, 63% of journalists value PR professionals when they facilitate access to relevant sources. When a spokesperson provides useful information and responds directly to questions, the brand can begin to establish itself as an expert source.
Public interest should be at the center
Many pitches fail because the company wants to talk about itself, while the journalist is looking for information that will be of interest to their readers.
An effective pitch should start with the journalist’s needs. It may address a trend, a change in consumer behaviour, an emerging issue, or information that can help people make informed decisions. The brand may feature in the article, but it should not be the sole reason for the article to exist.
A good press release makes the journalist’s job easier
Even a relevant topic can lose its impact when it is poorly presented. An excessively long press release, a vague headline, unsourced data, or low-quality photographs can all affect its editorial potential.
According to the Cision report, 72% of journalists continue to consider the press release the most useful resource a communications team can provide.
A good press release should include a clear headline, an informative lead, verified data, relevant quotations, up-to-date contact details, and appropriate images. The quality of the materials does not guarantee publication, but a lack of them may prevent a pitch from progressing.
The editorial agenda cannot be ignored
Every media outlet has its own audience, identity, and areas of interest. A story that is suitable for a business newspaper may not work for a lifestyle magazine. A local issue may be relevant to a regional publication but not warrant national coverage.
According to Cision, 86% of journalists reject pitches that are not aligned with their editorial area of interest. Indiscriminate distribution of information is rarely effective. The objective should not be to reach every journalist, but rather to reach those for whom the proposed angle is genuinely relevant.
How to increase the likelihood of securing media coverage
A brand can increase its chances of securing media coverage by combining several key elements: a relevant news angle, appropriate timing, timely data, public interest, a credible spokesperson, and high-quality supporting materials.
At Message in a Bottle, this is precisely the transformation we work on: identifying what is newsworthy, finding the right angle, and creating opportunities with genuine editorial potential. Because reaching the media depends less on what a brand has to say and more on how that story is constructed and presented.
At our communications agency, you will find a team of specialists in media relations. Looking for an effective media communications strategy? Contact us.
– Maria Possante, Communication Consultant
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Message in a Bottle is a communications and public relations agency based in Lisbon, specialising in tourism, hospitality and lifestyle. We work with boutique hotels, rural tourism and hospitality brands in Portugal and through an international network of independent agencies. If you’re considering your hotel’s communications strategy and would like a no-obligation chat, please get in touch.
