AdAge: Breaking Through the Clutter: How to Get Reporters to Pay Attention to What You’re Pitching


Ever wonder why it’s getting harder and harder to get stories placed for your clients? You’re not alone. One explanation is math.

According to the U.S. Census, there are now more than six public relations professionals for every one journalist. That’s up from less than two PR professionals for every reporter 20 years ago. And according to the U.S. Labor Department, the PR professional-to-reporter disparity will continue to get worse. The number of public relations professionals is expected to grow by 6 percent though 2026, while the number of journalists, correspondents and broadcast news analysts will decline by an equal percentage over the same period.

Being outnumbered is one thing. Being outmaneuvered by others trying to get a reporter’s attention is another. Here are some pointers on how to get your pitches to stand out so you can earn the kind of media coverage your clients expect.

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