Long gone are the days when the news media has time to regularly call and check in if a company has an expert source for an article, TV segment, or podcast that they are working on. The same applies to the media calling to see if a business has a topic they want to discuss. There are, of course, moments when a topic goes viral and phone and email outreach pick up, but securing media opportunities in 2025 requires an orchestrated effort.
What It Takes in 2025
Members of the press receive story ideas in excess of 100 per week on average, and most of those are turned away. Media opportunities in 2025 require strategic planning, the creation of unique media pitches, developing and maintaining strong relationships with reporters, journalists, and editors, and lots of follow-up. Let’s unpack some of the most common myths regarding media opportunities and explain what it takes to break through the crowded media landscape to gain exposure and media traction.
Media has transformed significantly in the last decades due to shrinking staff sizes, increased demands and competition, a significant focus on SEO, misinformation due to AI and email overload. Reporters are simply too busy to ask an individual to be interviewed or discuss the types of stories a person should write. According to a survey conducted by PR Daily, 49% of journalist respondents reported receiving at least 30 pitches a day. Other publications, such as The Wall Street Journal and Bloomberg, receive significantly more, with reporters receiving 20-50 pitches a day, which translates to 100-250 pitches per reporter per week.
The best pitches still get lost in the crowd. PR Daily also notes that only 45.3% of pitches are opened by journalists, and only 3.15% receive a response at all (whether good or bad). Our team is aware of these odds, so we continuously monitor these pitches and know the best times to send and follow up. Our solid reputation and backgrounds as former journalists also allow us to gain exclusive insight from our direct contacts, further increasing our clients’ chances of exposure.
At Promova, our work doesn’t begin with an idea; it begins with you. PR discussions help achieve this. Our team will schedule a discussion to ask questions regarding a client’s work experience and whether there are any topics within their field that they would like to bring more attention to in the media. We then draft media pitches for client approval, which are sent to a variety of strategically chosen publications from the client’s personalized media list. These are not ordinary emails; rather, they are a narrative of your story idea that is attention-grabbing, concise, and direct.
AI continues to be a focal point as it creeps into everyday life. Publications have expressed concern over the influx of AI as there are issues with bias, duplicative content and accuracy. While AI is ok for certain writing processes, such as brainstorming and researching, original ideas and writing are key to getting media placements and many author agreements include clauses showing how AI content is not permitted. Reporters value niche content that their audience likely cannot find anywhere else. It not only sparks attention but also builds credibility, and readers will tune in for more.
Media opportunities are like a marathon, where finding your lane and maintaining a consistent pace will help you succeed in the long term. To be a prominent thought leader in the media also requires differentiating your written voice from the crowd, as well as preparation and consistency to become a frequent author or interviewee. Everyone wants a published piece, but it’s those who have created an idea and a content pipeline for success that will cross the finish line. The media seeks sources and authors who meet deadlines, have a solid brand reputation, and offer relevant news hooks that demonstrate the content is timely enough to be published. With Promova on your side, you’ll be able to navigate each opportunity with ease.