Beyond the Press Release: How to Pitch to Journalists and Prepare Your Spokesperson

With journalists flooded by hundreds of emails and story ideas each day, even the strongest press release can struggle to get noticed. The real skill lies not just in writing an effective release, but in knowing how to pitch your story and prepare your spokesperson to bring it to life.

A clear, concise and well-timed message, delivered by a confident spokesperson, can make all the difference between being overlooked and making the headlines. Westminster Insight’s Writing Effective Press Releases training explores exactly how to achieve this, helping communications professionals develop practical skills to engage the media with confidence and credibility.

Know what makes news

Every good media story starts with a solid understanding of what makes something newsworthy. Journalists look for stories that are relevant, timely and interesting to their audience. Understanding journalistic priorities is a key part of modern PR strategy.

Before drafting a press release or planning a pitch, ask yourself:

• Why does this story matter now?
• Who will be affected or interested?
• Is there a clear human element or local impact?

Using the classic five Ws and one H – who, what, where, when, why and how – will help sharpen your focus. It also ensures that your release answers the questions a journalist will immediately ask.

The most common pitfall is making a story too inward-looking. Instead of leading with your organisation’s achievements, highlight the value or insight you are offering to the wider public. This is the essence of storytelling in PR — connecting your message to the audience’s needs. Frame your message around the audience’s needs, not your internal priorities.

Perfecting the pitch

A strong press release is essential, but how you share it with journalists is equally important. A well-judged, personal pitch can transform your chances of getting coverage. Effective media pitching is one of the most sought-after skills in communications and PR training.

Here are some principles to follow when pitching to the media:

• Tailor your approach. Research the journalist and outlet before reaching out. Reference a recent article or topic they’ve covered to show you understand their beat.
• Keep it short and focused. One clear sentence explaining the story’s relevance will capture attention more effectively than a long, generic email.
• Get the timing right. Be aware of deadlines and the wider news agenda. Avoid sending a release during major breaking news unless your story links directly to it.
• Add value. Include strong quotes, photos or data where appropriate, but only if they genuinely enhance the story.

Timing also matters once your release is complete. A well-written press release sent too late can miss its moment. Think carefully about when your story will have the most impact, whether that’s linked to an event, a report launch, or a timely response to current issues. This timing consideration is a hallmark of successful PR campaign planning.

Preparing your spokesperson

Choosing the right spokesperson is crucial. They are the voice and face of your organisation and can shape how your story is perceived. Confidence and clarity are important, but so is authenticity.

Before any interview or media appearance, your spokesperson should:

• Understand the purpose of the story and what your organisation wants to communicate
• Know the likely questions and how to answer them concisely
• Be ready to bridge back to key messages when faced with challenging topics
• Practise soundbites that are natural, quotable and jargon-free

Media interviews can be unpredictable, so preparation is key. Run mock interviews, record practice sessions and review them together. Watch for tone, pace and body language as much as for content. A calm composed delivery can make even a difficult interview work in your favour.

Building stronger media relationships

Effective media engagement is about more than a single press release or pitch. It is about building trust and mutual respect over time – a cornerstone of public relations strategy and long-term journalist engagement.

Some simple ways to strengthen your media relationships include:

• Following up courteously without becoming persistent
• Providing useful background or expert comment even when it does not directly promote your organisation
• Reading and sharing journalists’ work to understand their focus and demonstrate genuine interest

When journalists see you as a reliable and helpful source, they are more likely to engage with your stories in the future. Sustained relationship-building is central to any successful communications or PR strategy.]

Conclusion

Successful media engagement combines preparation, storytelling and empathy. By understanding what makes news, pitching strategically and preparing a confident spokesperson, you greatly increase your chances of meaningful coverage.

Westminster Insight’s Writing Effective Press Releases online training being held on Tuesday 9th December 2025 provides practical guidance on all these areas. Participants learn how to structure press releases, identify the right spokesperson, and pitch stories that capture journalists’ attention. The course also enhances PR skills for effective storytelling, media relations, and communications planning.

Join the workshop to refine your press releases, perfect your pitches and prepare your spokesperson for success in today’s competitive media landscape.

Course Leader

Sara McCracken is an award-winning communications specialist with more than 20 years’ experience in different areas including environment, health, education, politics, equestrian and agri-rural businesses. She has worked in a range of businesses – a trade union, charities, political party, membership organisations and an alpaca farm.

Sara has been involved in activist campaigns including smoke free workplaces; organ donation; minimum pricing of alcohol; chest, heart and stroke illnesses; care of older people; education; children and young people; mental health; and the environment. She also co-found Women in PR Northern Ireland in 2018.

Sara led the CIPR double-award winning Revive our World campaign for RSPB NI, which resulted in climate change legislation being passed in the Northern Ireland Assembly.