Media Relations: How to Sell a Story, Not the News Itself
August 6, 2025
By Rebecca Kleha
Media relations isn’t about what you want to share, it’s about delivering what your audience wants to hear. You can have news that could change the world, but if you can’t make an emotional connection through concise storytelling, you might as well be selling soup in 100-degree weather.
For an audience to invest in your story, you need to think beyond company milestones or generic data points. It’s about connection, not just with your audience, but also with the journalist you’re pitching. On a deeper level, it’s about crafting narratives that inform, inspire or entertain. Here are some tips to help you cut through the noise and tell your story.
It’s Not About You – It’s About the Audience.
When pitching a story, it’s crucial to consider the journalist as your audience and to understand their readers and viewers. A writer may find a pitch intriguing, but it’s unlikely to be picked up if they don’t think it will resonate with their audience. The focus should shift from why your client thinks something is important to why the audience should care. As storytellers, our role is to bridge this gap, evaluating what’s newsworthy and aligning it with the interests of both the client and the audience. Rather than emphasizing announcements, milestones or data points, highlight how the news impacts the audience’s life.
Tailor Your Pitch.
One size does not fit all. A story angle that resonates with a B2B trade audience won’t necessarily work for a consumer publication. The first question to answer in any pitch should be, “Why should I care?” Identify the emotional core for each audience and lead with it. Descriptive imagery, real-life examples and testimonials help make pitches relatable and memorable. Data points should support the narrative, not lead it. Keep the facts relevant and integrate them into the emotional story you’re telling.
Paint a Picture. Lead with Emotion.
Use descriptive imagery. Weave in the benefits. Get the journalist fully invested. Structure your pitch like a story with a beginning, middle and end, but make sure the beginning is the juiciest part. It’s all about emotion because not everyone can identify with what you’re “selling,” but they can identify with an emotion.
Keep Your Pitch Digestible.
In a pitch, you don’t need to tell a topic’s history, future or everything in between. Just like a pickup line, information overload is a turnoff. Know your audience and be concise. According to Muck Rack’s State of Journalism report from 2024, 67% of journalists prefer pitches to be under 200 words. Keep your pitch lean, focusing on what truly matters. Make the story digestible through bullet points and hyperlinks if you have a complex topic, but be judicious with the links. Don’t make someone hunt for what should be in the pitch. Be an Asset, Not a Nuisance.
Journalists value resources over repetitive pitches. Engage authentically on social media by complimenting an article they wrote (and mean it), offering valuable insights or positioning yourself as a go-to resource for their beat. When journalists express interest, act quickly and deliver exactly what they need – not what you think they need. Think of yourself as an ally to journalists, not just someone trying to sell a story.
Final Thoughts
The key to successful storytelling lies in empathy and intentionality. Every pitch is an opportunity to build trust and establish a meaningful connection – with journalists, their readers and ultimately your target audience. When you craft a story that informs, inspires or entertains, you’re not just pitching news –you’re creating a moment that resonates and leaves a lasting impression.
