Journalists receive many proposals, emails and requests every week. To be useful, companies and press officers need to send information that is clear, relevant, accurate and easy to use.

One of the most “astonishing” questions I have ever been asked was about inviting journalists to a press presentation. Whether such a thing existed. And what the investment would be.

In that case, the investment would be the cost of breakfast for the group.

The subject was relevant and innovative. A unique technology, developed by Portuguese people in Portugal, using typically Portuguese materials and exported to leading global clients. It attracted the interest of several areas of the media – business, science and technology.

My interlocutors, experts in this technology but unfamiliar with the world of communication, kept insisting on knowing the total investment. Until I realised that, for them, a presentation to the press had to be paid for in order to have an audience.

It is useful to have different experiences. They allow us to understand the world through other people’s eyes.

Having worked in journalism and business communication makes my life easier when I need to build a bridge between the two. I read the “State of the Media” study recently published by Cision, which identifies important ideas for companies and press officers who want to build better relationships with journalists.

Because I believe we understand each other better when we understand the world of “others” – in this case, journalists and the media – I have selected the journalists’ responses and the ideas from this study that I consider most relevant.

Communicating with journalists

Email, email, email. Use email to contact journalists. This is what journalists themselves say. Given their workload, this is the only way to manage information and make sure it is not lost.

Send concise information by email, with resources included and links that do not expire – avoid the free version of WeTransfer – and limit your follow-up. Once is enough.

Making sure the content is 100% accurate is more important than feedback, exclusivity or being the first to publish.

The 2025 State of the Media findings also reinforce the importance of trust, relevance and stronger partnerships between journalists and PR professionals.

Having a guest or expert available for a video interview online is more useful than ever.

It is important to step away from the perspective of the brand you are working for and think about whether someone who has never heard of that brand would be interested in the story you are communicating.

Try to read the information you are sending through the eyes of a reporter.

This is also why communication strategy matters: it helps companies turn information into messages
that are useful, relevant and easier to understand.

How can communication be improved? Suggestions from journalists

“The inclusion of data or resources that a writer can investigate for context, and a unique angle that presents a bigger idea behind the story. Do not just tell me about the client.”

“Do not communicate ‘ideas’ that are clearly there to serve your clients. Communicate a trend they fit into or offer your expertise on a subject I might be writing about.”

“Tell me directly, in one or two sentences, why it is important for the public to know this – not just why it is important for the company or client.”

“The most important thing is to get to know me, my publication and my readers, and propose solutions that help us create great content that generates views.”

“Do not bother me with unrelated topics – I hit the ‘trash’ button faster to clear my inbox.”

If you received between 51 and 100 emails a week presenting “new ideas”, how many could you answer within two days? 25% of the journalists who responded to the study receive this kind of email.

8 strategies for sending more effective emails to journalists

• Keep emails brief and to the point.
• Provide all the materials needed for the story, including images and links. Assume the journalist will not reply to your email, but may write a story based on the information included in it.
• Include the press release to provide additional context.
• Be strategic with the links you include.
• Provide timing. Is the news under embargo? Make sure the news is not yet public.
• If it is possible to offer an interview, make that clear.
• Make sure the links work outside your organisation.

What should companies avoid when contacting journalists?

Companies should avoid generic contacts, topics with little relevance, excessive insistence and messages focused only on the brand’s own interests. To capture journalists’ attention, the information should be clear, useful, accurate and suited to the audience of the media outlet.

Practical summary for companies and press officers

To be more useful to journalists, companies and press officers should send information that is relevant, accurate, brief and contextualised. The aim is not just to promote a brand, but to help the journalist understand why that topic matters to their audience.

Of the ideas you have read, which suggestion caught your attention the most? What will you do differently tomorrow?

If this topic is important for your company, find out more about SAB Comunicar’s communication and press office services.

PS: Share this article with a friend, client or colleague who needs to know these strategies.

Sofia Almeida Bernardo