Strong relationships with journalists sit at the heart of good PR. But with overflowing inboxes, tight deadlines and shrinking newsrooms, it’s never been more important for PR professionals to understand what journalists actually need from us. When we get it right, we make their lives easier - and earn better results for our clients.

Here are ten things journalists consistently say they wish PRs understood.

1. Get to the point quickly
   Journalists receive hundreds of emails a day. Keep pitches short, clear and relevant - with the story angle in the first line. They shouldn’t have to scroll to understand what you’re offering.
   
2. Know their patch and publication
   Before pitching, make sure you’ve read their work and know what they actually cover. A journalist at a regional title doesn’t want national brand stories with no local link, and vice versa.
   
3. Timeliness matters
   If it’s a hard news story, get it to them early. If it’s a feature, know their lead times. And always include a clear embargo date or timing if it’s relevant.
   
4. Make assets easy to access
   Provide images (landscape, high-res and captioned) and quotes upfront. Avoid sending links that expire or folders buried behind permissions - journalists need quick, frictionless access.
   
5. Don’t overhype
   Avoid overly promotional or fluffy language. Journalists want newsworthiness, not marketing copy. Frame your story around facts, impact and real relevance.
   
6. Respect deadlines
   If a journalist asks for a comment or quote, reply as quickly as possible or let them know promptly if you can’t meet their deadline. A late response usually means missing the story entirely and could damage relationships.
   
7. Build real relationships
   The best PRs don’t just pitch - they help journalists by providing useful contacts, context and stories that genuinely fit their audience. Being reliable and responsive goes a long way. Make time to meet journalists in real life too, a good coffee and discussion about upcoming features will pay dividends.
   
8. Follow up thoughtfully
   A single polite follow-up is fine. Chasing repeatedly or asking “did you get my email?” without adding anything new is likely to cause frustration. Respect the preferences of journalists too, some prefer a call rather than an email.
   
9. Understand what makes a story
   Think like a journalist: What’s new, local, unusual or relevant to their readers? Lead with that and not the internal business milestone you’re excited about.
   
10. Say thank you
    If a journalist covers your story, a simple thank-you email goes a long way. It’s professional, appreciated and helps strengthen future relationships.

At RKH, we work closely with journalists across the UK and know how important it is to respect their time and deliver stories that genuinely matter. When PR professionals and journalists collaborate effectively, everyone wins - from newsrooms to clients to the communities the stories serve.

If you’d like support strengthening your media strategy or refining your press outreach, our PR team is always happy to help.