Posted by:
Nicole Martin
,
January 21, 2026
Whatever people say about the decline of traditional media, earned media still matters for charities and purpose-driven businesses. The right endorsement from the right journalist, in the right outlet can do a lot. It can raise your charity’s profile, encourage action (signing a petition, changing behaviour), and drive fundraising.
But getting coverage isn’t easy. Newsrooms are under huge pressure. Fewer journalists are covering more stories than ever before. All of this makes how you approach the media more important than ever, from the story you choose to the way you pitch it.
So, how do you give your story the best chance of being noticed?
Do you actually have a story?
First, be honest about whether you actually have a story to pitch. This is the step many organisations skip. Just because your CEO or funder finds it interesting doesn’t mean a journalist will.
A useful test is the “guess what?” check. If you started telling a friend about it by saying “guess what happened…”, would they lean in or lose interest? Journalists are looking for stories that feel new, surprising or timely. If it doesn’t pass that test, it may need reworking – or saving for another moment.
Strong stories often include at least one of the following: something genuinely new, a first of its kind, new data or a striking statistic, or a powerful human case study.
Get clear on the angle
Once you have a story, you need to be confident about the angle. One story can have several strands, but it should only be about one thing. A simple way to test this is to imagine running into a pub and shouting “guess what?” Whatever comes out first is your angle. If you’re trying to say five things at once, the story won’t land.
Who to pitch to
Sending the same pitch to everyone rarely works. Look at who writes about your topic and where your story fits best. A local initiative may suit regional media, while new research or a strong personal story could make a national story.
Check what a journalist has covered recently. If they’ve just written about something very similar, they’re unlikely to want another version of it – and not knowing this reflects badly on you. If you don’t have access to a media database, spend time researching journalists on LinkedIn or X, and don’t forget freelancers, who are often highly motivated to place strong stories.
How to pitch – and when to follow up
Email is still the most effective route for most journalists. Get to the point quickly and explain what the story is, not who you are or how long your organisation has existed. Avoid jargon, acronyms and long introductions.
Your subject line should read like a headline and clearly signal the story. Always put the press release in the body of the email, not as an attachment, and include everything a journalist needs: case studies, images, expert voices, and a mobile number.
A good press release should read like a news story, not a piece of advertising or branded communications.
Simple rules help:
Finally, be patient. Hitting send and then following up straight away – especially with a phone call – is more likely to annoy than help. If a journalist is interested, they’ll generally come back to you. If you really want to chase, wait at least 48 hours and keep it brief and polite. One follow-up is enough.
