In media relations, there’s often too much focus on how PR professionals craft their pitches—and not enough on what journalists actually want. It’s time we flip the script.
We spoke to three working journalists in the UAE across business, climate, radio, and lifestyle media to find out what helps them—and what hurts your chances of getting coverage. Their insights are a timely reminder that good media relations starts with respect, relevance, and real relationships.
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Know Their Beat—or Don’t Bother
“Pitch interviews on topics that I actually write about. Otherwise, don’t bother.” — Justin Harper, Freelance Business Journalist, Editor & Podcast Host
All three journalists we spoke to raised the same frustration: irrelevant pitches. Journalists are specialists. If you’re not paying attention to their coverage area, your release is more likely to land in the trash than their inbox.
Rachel Kelly, Climate Editor and Radio Host at The National, put it plainly: “Sending someone who covers climate a press release about a new all-you-can-eat brunch launch is just spam.”
The takeaway: Stop the spray-and-pray. Segment your media lists, read their past work, and tailor your pitch accordingly.
- Add a Contact. Always
“It sounds simple, but I’ve received press releases with zero contact info. It makes following up unnecessarily tricky.” — Rachel Kelly
You’d think this is PR 101—but it’s a common mistake. A journalist receiving a release without a contact point is left to dig, guess, or—more likely—move on.
The takeaway: Always include a named contact, phone number, and email. Bonus points if the person is responsive and media-trained.
- Don’t Just Pitch—Help Build a Story
“Think beyond the release. Give us context, photos, spokespeople, even a FAQ to support coverage.” — Rachel Kelly
A media pitch should be the beginning of a conversation, not the entire message. Offering the tools to build a complete story—data, visuals, expert voices—saves the journalist time and helps you stand out.
The takeaway: Think like an editor. What would make you want to run the story?
- Real Experts Only, Please
“Don’t put forward a spokesperson who isn’t an expert—just someone who needs to be quoted.” — Justin Harper
This isn’t the place for filler quotes or vague talking heads. Journalists want credible, insightful sources—not placeholders.
The takeaway: If your spokesperson doesn’t have something meaningful to add, don’t pitch them.
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Relationships Matter More Than Releases
“A quick coffee to put a face to a name can go a long way.” — Jessica Combes, Editor-in-Chief, Unfiltered DXB
Strong media relationships are built over time. Editors notice when you consistently send them relevant, high-quality content—and they remember when you don’t.
Justin Harper added: “I notice when someone comments on a story I’ve written. It shows they’re actually paying attention.”
The takeaway: Be human. Build real relationships, not just transactional exchanges.
- Respect Boundaries—And Time
“No press release is urgent enough to justify a WhatsApp at 10pm. Respect that an editor’s phone isn’t a pitch line.”— Jessica Combes
Professional boundaries still apply in media relations. Sending pitches via WhatsApp—especially without a relationship in place—isn’t just poor form, it could land you on the blocked list.
The takeaway: Use email for outreach. Keep WhatsApp and calls for urgent, agreed-upon follow-ups—and only during business hours.
- Don’t Ask: “When Will It Be Published?”
“Editorial timelines shift constantly. If your client gives weak answers, the piece might not run at all.” — Jessica Combes
Asking for exact publication dates—or whether it’ll run in print or digital—shows a lack of awareness of how newsrooms work. Stories are published when ready, and strong content gets prioritised.
The takeaway: Do your part. Deliver good material, then trust the editorial process.
If PR is about relationships, then media relations is about mutual respect. Respect their time, their beat, their boundaries—and most importantly, their need for stories that matter.
Journalists want thoughtful, relevant content. If PR pros can focus less on volume and more on value, we’ll all tell better stories—and get better results.
Bonus Insights: A Veteran Journalist’s Perspective
Shortly after this piece was published, a seasoned journalist (who has worked on both sides of the PR-journalism divide) shared their take with us—and it was too valuable not to include.
Here are three additions worth keeping in mind:
1. Keep your word.
“Please don’t make me chase you for promised interviews or quotes. If something changes or falls through, just tell me. I’ll understand—and I’ll remember that honesty the next time you pitch.”
Following up professionally isn’t just appreciated—it builds trust over time.
2. Don’t fake the friendship.
“It’s okay to be direct. You don’t need to pretend to be my friend. Tell me what you’re trying to achieve. I’m here to serve my readers, not do favours.”
Transparency beats insincerity every time.
3. Respect goes both ways.
“We’re all under pressure. There’s no need for raised voices or rudeness. When PRs shout at journalists—or vice versa—it gets around. And not in a good way.”
Kindness still goes a long way in this industry.
These reminders are less about strategy and more about mindset. As our anonymous contributor put it:
“We’d all benefit from putting ourselves in each other’s shoes a little more often.”
