If you work in public relations or communications, the rules of engagement with media have shifted decisively. For years, PR strategy often leaned on volume: more pitches, more follow-ups, more outreach. But today, the media is more crowded and competitive. Journalists are inundated with emails, and the margin for error is razor thin. 

So, what actually cuts through? 

Based on a survey asking reporters, editors, producers, and freelancers one simple question: what makes you respond to a pitch? Their answers point to a clear and consistent theme: success in PR today is driven by relevance, relationships, and responsiveness. 

Personalization Is the Entry Point 

Nearly 30% of journalists said that tailored pitches that demonstrate a clear understanding of their beat and recent work are the number one reason they engage. 

At BoardroomPR, our award-winning public relations team always ensures that they’ve done their homework. This isn’t just about adding a first name to an email. It’s about referencing recent coverage, aligning with their audience, and offering something that fits seamlessly into the stories they’re already telling. 

This kind of approach is at the core of effective media relations, where long-term credibility and ongoing awareness matters more than one-off wins 

Relevance Beats Agency Size 

One of the more telling insights: journalists said the most relevant pitches often come from boutique agencies (25%) and in-house teams (15%), compared to just 9.3% from large or global firms. 

Bigger doesn’t necessarily mean better. In fact, it can sometimes mean broader, less targeted outreach. Experienced public relations professionals who are closer to the story or understand the nuances of a client or market have a clear advantage. They’re able to connect the dots faster and pitch with precision. 

Speed Is a Competitive Advantage 

Timing has always mattered in PR, but it’s never been more critical than it is now. 

More than a third of journalists (38%) said smaller or boutique agencies are the most responsive when timing is tight. Whether it’s jumping on a breaking news opportunity or turning around expert commentary quickly, speed can be the difference between landing coverage and missing the window entirely. 

This is where strong internal coordination and real-time awareness of the news cycle come into play. It’s also where having a team of experienced crisis communications pros becomes invaluable. The “fastest finger” isn’t just about quick replies; it’s about being prepared, proactive, and ready to deliver when it counts. 

Irrelevance Is the Fastest Way to Get Ignored 

If there’s one takeaway that couldn’t be clearer, it’s this: irrelevant pitches are the fastest route to the trash folder. Nearly half of journalists (48.6%) said off-target outreach is the number one reason they delete a pitch. 

That means no matter how well-written or timely a pitch may be, if it doesn’t align with a reporter’s beat or audience, it’s not getting a second look. Precision matters, and the cost of getting it wrong is immediate disengagement. 

AI Is Rising, But So Is Skepticism 

There’s no ignoring the role of AI in today’s PR workflows. But journalists are noticing, and not always in a positive way. About 38.3% said they frequently see AI-generated or overly templated pitches, while another 49.5% encounter them occasionally. 

The implication is clear: automation may help with efficiency, but it can’t replace authenticity. Pitches that feel generic or mass-produced are easy to spot and ignore. 

The Real Takeaway 

PR today isn’t about how many emails you send. It’s about how well you understand the person receiving them. Strong media relationships, a deep knowledge of the news cycle, and the ability to respond quickly and thoughtfully are what separate successful outreach from ignored emails. The gap between the two has never been more defined. 

The fundamentals matter more than ever: know your audience, respect their time, and bring them something that genuinely adds value. 

To learn more about our public relations and media relations services, visit https://boardroompr.com/services/pr/.  

Based on a survey of 100+ journalists conducted by the BCPR Group. 

Angelic Bringas

Account Executive