Journalists receive a relentless stream of press releases, cold pitches and “just checking in” emails every day. Only a fraction ever make it into a story.

The reason? Many pitches miss the mark: The subject line might have been vague. The hook didn’t speak to a current issue. Or worse, it read like an advertisement, not news.

The truth is, well-meaning pitches fall flat when the storylines don’t align with what reporters actually need. Here’s what makes a story work, and how you can position yourself as a source reporters wants to quote regularly.

The Human Element: Real People, Real Impact

A strong storyline connects with the audience on an emotional level. That’s why journalists gravitate toward stories that spotlight real people with real experiences.

While corporate spokespeople should be polished and on-message, it’s often the voices of customers, employees or community members that lend authenticity and depth. These are the people who can turn an abstract concept into something tangible and relatable.

Including authentic voices in a pitch also gives readers a clear sense of how a product, policy or trend affects daily life.

That’s why journalists look for characters, not just concepts – someone whose story can serve as a lens through which the audience understands a broader issue. Emotion, vulnerability and authenticity create memorable moments that resonate far beyond a headline.

To make a story resonate, it’s essential to pair expert insight with a real-world perspective. While your expertise anchors the narrative, reporters also need the voice of someone directly affected, whether it’s a small business owner adapting to a policy shift, a neighbor advocating for change or a customer whose life was shaped by your work.

Timeliness is Everything

In journalism, timing can make or break a story. Reporters operate on tight deadlines, often juggling multiple assignments while responding to breaking news in real time. For a pitch to succeed, it must feel urgent and connected to what’s happening right now or what’s on the horizon.

To capture media interest, story ideas should:

  • Be anchored in the moment: Keep your team informed about how your work connects to current events, industry shifts or policy changes. These links create urgency and relevance for reporters.
  • Anticipate what’s next: Collaborate on upcoming milestones, product launches, leadership changes or seasonal trends early. Advance notice gives your team time to build a compelling media strategy.
  • Allow for rapid response: Media opportunities often surface with little warning, and journalists frequently work on tight deadlines. Being available – and confident in how to handle the conversation – is key. That means understanding not just what to say, but what to avoid in an interview setting to ensure your perspective strengthens the story.

This is where many otherwise strong ideas fall short. A compelling angle loses momentum if it’s out of sync with the current news cycle.

Additionally, it’s helpful to keep a close eye on local and national headlines, industry developments and policy changes. Providing a real-world example or expert insight into what people are already talking about positions a story as not only interesting but necessary.

The Power of Novelty & Exclusivity

Journalists are always on the hunt for fresh angles, and stories that haven’t already been told a hundred times. Novelty captures attention, and exclusivity adds value, especially when a reporter can be the first to share something with their audience.

Newness can come in many forms. It might be proprietary research that sheds light on an emerging trend, an innovative solution to a persistent problem or an unexpected perspective that challenges assumptions. The key is to present information or insight that offers the reporter – and their audience – something they haven’t seen before.

Exclusive content or early access can also increase a pitch’s appeal. When a reporter knows they’re receiving something special, whether it’s an embargoed announcement or first interview with a new executive, they’re more likely to prioritize the story. This not only builds trust but strengthens the relationship for future opportunities.

Story ideas that focus on what’s new, underreported or unavailable elsewhere are the ones that move to the front of a reporter’s mind.

What’s the Problem, And Who’s Solving It?

A pitch that stops at what’s broken often feels incomplete. Showing what’s being done to fix the issue, who’s doing it and what kind of results they’re seeing gives a story credibility and value.

This problem-solving lens turns a complaint into a conversation. It allows the story to be constructive rather than critical; forward-looking instead of stagnant. Journalists want to feature people and organizations that are working to create meaningful change, especially when those efforts produce measurable results.

The most effective pitches present these efforts through real examples already in motion instead of abstract ideas. Highlight what’s working, how it operates and why it could be replicated elsewhere to inform and inspire.

Strengthen Your Media Pitching Strategy with PR Experts

Building media relationships takes more than just a good pitch. It requires strategic storytelling, consistency and a deep understanding of the newsroom mindset.

The Aker Ink PR team can help you uncover compelling angles, shape your message and position your brand as a trusted source. Learn more about our PR services.