I spent a decade in newsrooms, starting with an internship in Toledo in 2013 and eventually working my way up to Executive Producer until 2023. Today, I’m on the other side of the pitch as Senior Media and Content Manager at MurphyEpson, where I help partners tell their stories — often by working directly with journalists and media outlets.
I’ve received hundreds of press releases — and now I write them. I’ve asked PR professionals for interviews, b-roll and quotes — and now I answer those same requests. I've been on the receiving end of a vague or overly push pitch, and I’ve felt the sting of being left hanging by a reporter.
In other words: I’ve sat on both sides of this relationship. And when PR and journalism misalign, the community misses out.
That’s why I believe the disconnect between PR pros and journalists is worth talking about. Gaps in communication impact the stories the public sees, hears and trusts. So let’s break down what we sometimes get wrong — and how to move forward.
What PR Pros Often Get Wrong About Journalists
1. “They’re Ignoring Me” (They’re Just Buried)
When emails go unanswered or pitches fall flat, it’s easy to assume disinterest or dismissal. But many reporters are juggling multiple beats, deadlines and inboxes that overflow daily. I used to have thousands of emails in my inbox. Is it their responsibility to manage their inbox? Yes. Is it realistic? Maybe not. The silence is rarely personal — and often about bandwidth, not your story. Have you asked the reporter when the best time is to connect?
2. Assuming All Pitches Are Newsworthy
Your story may be important to your client or organization, but that doesn’t automatically make it newsworthy for an outlet. Journalists have to weigh audience relevance, timing and editorial value, which often changes by the day. A well-crafted pitch puts the reporter’s needs first — not just your messaging. If you keep hitting a wall, you might consider a different outlet or strategy.
3. Thinking Journalists Work for the Brand
PR pros sometimes expect reporters to act as brand advocates. But journalists don’t owe us coverage — their loyalty is to the truth and their audience. The best PR pros respect that boundary and provide helpful, accurate and timely information.
4. Follow-Ups That Cross the Line
Following up is part of the game — but there’s a fine line between persistence and pestering. One or two thoughtful nudges? You wouldn't be doing your job if you didn't. Calling a reporter’s personal cell phone at 8 p.m. on a Sunday? Probably not the move. Also, PR pros need to read the room: your pitch about a nonprofit organization opening a coffee shop probably won't be of interest during a tornado warning. But do you provide PR for a tree clean-up service? That might be the perfect time.
What Journalists Often Get Wrong About PR Pros
1. “They’re Just Spin Doctors”
One thing I didn’t understand as a journalist is that most PR pros are simply trying to ensure their organization’s voice is part of the conversation. In fact, the best PR people care deeply about transparency and getting the facts right — just like reporters do.
2. Underestimating the Strategy Behind Messaging
When I was in the newsrooms, quotes and statements used to seem overly polished. Now I know there’s usually strategy behind the words. PR professionals are balancing internal stakeholders, legal review and brand tone — all while trying to give journalists something interesting. It’s not evasion; it’s intentional communication that’s had to run a gauntlet of internal reviews. (At the same time, journalists have the right to ask more questions. PR people should expect it, and be having those conversations before the statement is released.)
3. Assuming PR Is Just Press Releases
Press releases are one tool in a much bigger toolkit. Today's PR pros are trying to educate audiences across a myriad of platforms that seem to change algorithms every day. Like journalists, PR pros are trying to get it right -- and to those who could benefit from the information.
4. Misjudging Motives
It’s easy to view PR outreach as self-serving. But many PR pros genuinely believe their news or perspective adds value to public discourse. They’re not always trying to simply get coverage — sometimes they’re trying to inform, clarify or contribute to a broader story – with integrity.
Why These Misunderstandings Matter
When PR pros and journalists miscommunicate, the result is missed stories, confused readers or views and delayed information. Especially in the public sector, where accuracy and trust are critical, these disconnects can undermine the community's confidence.
A poorly-timed pitch or defensive quote doesn’t just affect a relationship; it affects how the public experiences infrastructure updates, safety campaigns and policy changes. And when audiences get clear, truthful stories, everyone wins.
How to Build Better Relationships
1. Start with Empathy
Understand each other’s constraints. Journalists are under pressure to publish fast; PR pros are under pressure to tell their story. A little grace goes a long way.
2. Be Transparent and Timely
If you don’t have the information yet, just say so. If a reporter can’t use your pitch, they’ll appreciate an honest explanation. Clear, timely communication is the foundation of trust — and it will be fruitful in the long run.
3. Do Your Homework
PR folks: Take a moment to learnwhat a journalist covers and needs to accomplish editorially before you pitch. Journalists: Take a moment to understand the organization’s goals and limitations before making assumptions.
4. Collaborate Like Teammates Whenever Possible
When PR and journalism work together, stories are stronger, facts are clearer and the public is better served. No matter what, we can and should always have mutual respect.
With clearer communication, these two roles can work hand in hand. Because at the end of the day, we’re all storytellers. And the better we understand each other, the better stories we’ll tell — and the better the public will be served.
