Understand the audience. Then show why it matters.
If your pitches aren’t landing, the problem is likely your approach.
Media relations now runs on two tracks, where there’s legacy media — and then there’s everything else under the sun.
“The most important thing when it comes to a pitch is the audience, both internally and externally,” said Savannah Stevens, talent manager at The Washington Post, speaking at Ragan’s 2025 PR Daily Conference.
Today, many PR teams are under immense pressure and they tend to focus on chasing big-name placements without thinking about whether the outlet, angle or timing makes sense, she said.
“Is that actually the right end product? Is that really aligned with our KPIs?” Stevens said.
This misalignment frequently shows up in journalists’ already-crowded inboxes.
“Journalists are inundated with information,” she said. Generic blasts, outdated lists and unclear hooks don’t stand a chance anymore, Stevens said.
Subject lines
The subject line carries more weight than most teams realize, she said.
“It’s your best chance to show the story that you’re trying to tell,” Stevens said.
Tell that story clearly, in a few words, with the most important idea upfront. The point is to plant curiosity so they open your email, she said.
Develop real relationships
PR teams should also constantly focus on relationship-building. A strong pitch can miss if the journalist you’re targeting doesn’t recognize you, she said.
“They’re looking for someone who they know they can trust and go to,” Stevens said.
Relationships and trust build over time, often outside of a formal pitch. This is why informal meetings or attending live events are important. Emails are great. Video and in-person meetings are better. When deadlines hit, reporters look to sources who can deliver fast, useful insight. These are usually people they’re familiar with.
Non-traditional media
On the other side, creators and independent media operate differently.
“They are their own brands,” Stevens said.
They’re not looking for carefully constructed releases. They’re looking for content that fits their voice and their audience.
That changes how PR needs to show up, she said. “Talk to these people like you talk to your friends,” she said. “It needs to be quippy…informed and to the point.”
Format matters just as much, Stevens said. Think about added resources that might be useful.
A podcast pitch needs “sound bites ready,” Stevens said. A creator pitch needs visuals they can use for a social post or video. In many cases, the work is collaborative in these spaces.
“It’s creating that content with them in a way that’s honest and fun,” Stevens said.
Across both tracks, what cuts through is specificity. PR pros need a clear angle or insight that adds something new.
“The pitch isn’t necessarily about what we want to say,” Stevens said. “It’s about why they need to tell a great story.”
Visit here to watch the full presentation and learn more about Ragan Training.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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