How To Create Content that Journalists Find Valuable and Want to Share

Building strong relationships with journalists and media professionals requires more than sending occasional press releases. PR professionals and marketers who consistently provide high-quality, relevant content position themselves as trusted resources for media contacts. According to Muck Rack’s State of Journalism 2023 report, 61% of journalists say they prefer receiving customized content that aligns with their beat and audience interests. By creating and sharing valuable content that serves both journalists’ needs and their readers’ interests, brands can establish lasting media partnerships that generate meaningful coverage and boost credibility. This comprehensive guide explores proven strategies for developing media relationships through strategic content creation and distribution.

Understanding What Journalists Want

Media professionals face intense pressure to produce engaging stories under tight deadlines while maintaining high editorial standards. A 2023 Cision Media Database study found that the average journalist receives over 100 pitches per week but only pursues about 3% of them. To stand out, brands must understand what makes content valuable to journalists.

Journalists prioritize stories that are newsworthy, timely, and relevant to their specific audience. They look for unique angles, exclusive data, expert commentary, and compelling narratives that will resonate with readers. According to Muck Rack, 78% of journalists say they’re more likely to cover stories that include original research or data.

Additionally, journalists value sources who make their jobs easier by providing complete, accurate information upfront. This includes high-resolution images, verified statistics, expert quotes, and additional resources they can reference. The easier you make it for them to craft their story, the more likely they are to work with you again.

Creating Value-Add Content That Gets Noticed

The key to catching journalists’ attention lies in developing content that serves their needs while advancing your brand’s objectives. Here are essential elements of valuable media content:

Original Research and Data

Original research, surveys, and industry data provide journalists with exclusive insights they can’t get elsewhere. According to Cision’s 2023 State of the Media Report, 85% of journalists say original research makes a story more appealing.

When conducting research:

• Focus on topics relevant to current industry trends
• Use rigorous methodology
• Present findings clearly with supporting visuals
• Highlight unexpected or newsworthy results
• Make raw data available upon request

Expert Commentary and Analysis

Journalists often need expert perspectives to add depth and credibility to their stories. Position your company’s leaders and subject matter experts as reliable sources by:

• Offering clear, quotable insights on industry developments
• Responding promptly to media requests
• Providing biographical information and credentials
• Being available for follow-up questions
• Maintaining consistent messaging

Visual Assets and Multimedia

High-quality visual content helps journalists tell more engaging stories. According to Getty Images, articles with relevant images get 94% more views than those without. Provide:

• Professional photography
• Infographics explaining complex topics
• Charts and graphs illustrating data
• B-roll video footage
• Brand logos and executive headshots

Building and Maintaining Media Relationships

Creating valuable content is only part of the equation. Successful media relationships require ongoing nurturing and strategic engagement.

Initial Outreach Best Practices

First impressions matter when approaching journalists. Research from Muck Rack shows that 91% of journalists prefer email pitches over other contact methods. When reaching out:

• Research the journalist’s recent work and beat
• Personalize your message with specific references
• Lead with your strongest news angle
• Keep initial pitches brief and focused
• Include relevant assets and resources
• Respect their preferred contact methods

Consistent Follow-Up and Engagement

Maintaining relationships requires regular, meaningful interaction. According to a PR News study, journalists are 30% more likely to work with sources who engage with them between pitches. Effective follow-up strategies include:

• Sharing their published work on social media
• Providing story leads even when they don’t directly benefit your brand
• Checking in periodically with relevant updates
• Responding promptly to their requests
• Expressing genuine appreciation for coverage

Leveraging Social Media for Media Relations

Social media platforms offer valuable opportunities to connect with journalists and amplify content. A 2023 Muck Rack survey found that 76% of journalists consider social media important to their work.

Platform-Specific Strategies

Different platforms serve different purposes in media relationship building:

Twitter:

• Follow journalists and engage with their posts
• Share industry news and insights
• Monitor relevant hashtags
• Respond to #journorequests

LinkedIn:

• Share long-form thought leadership content
• Connect with journalists professionally
• Participate in industry discussions
• Highlight company news and achievements

Content Promotion and Sharing

Strategic social media promotion helps extend the reach of media coverage:

• Tag journalists and their publications when sharing stories
• Use relevant industry hashtags
• Create social-specific versions of content
• Encourage employee advocacy

Measuring Success and Adjusting Strategy

Track key metrics to evaluate and improve your media relationship efforts:

• Number of media placements
• Quality of coverage
• Journalist response rates
• Social media engagement
• Website referral traffic from media coverage

Conclusion

Building strong media relationships through value-add content requires dedication, strategy, and consistency. Focus on creating high-quality, relevant content that serves journalists’ needs while maintaining regular, meaningful engagement. Track results and adjust your approach based on feedback and performance metrics. By positioning yourself as a reliable resource and trusted partner, you’ll develop lasting media relationships that benefit both your brand and your media contacts.

Remember to:

• Research journalists thoroughly before reaching out
• Create original, newsworthy content
• Provide complete, accurate information
• Maintain consistent communication
• Track and measure results
• Adjust strategies based on feedback

With these strategies in place, you’ll be well-positioned to build and maintain valuable media relationships that generate meaningful coverage and enhance your brand’s credibility.