Cut Through the Clutter: What Actually Gets Media Coverage in 2025

Cut Through the Clutter: What Actually Gets Media Coverage in 2025

In today’s media landscape, journalists are drowning in pitches. With inboxes flooded daily, the bar for what earns coverage is higher than ever. So what’s actually working for brands that want to get noticed and stay relevant?

Here’s a quick rundown of the strategies we’re using to help tech, insurance, hospitality and startup brands break through the noise and land meaningful media wins.

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Make the Story Bigger Than You

Journalists aren’t looking to promote your product - they’re looking to inform their readers. Your story needs context.

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Anchor your brand to a broader trend, issue, or tension.

Examples:

●     “How [Your Tech Product]Reflects the Rise of AI Accountability”

●     “Why [Insurance Startups] Are Gaining Trust Where Banks Have Lost It”

Ask yourself: Why now? Why does this matter beyond us?

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Use Data to Earn Authority

In a world of opinions, data speaks louder.

●     Share fresh insights, anonymised customer trends or market shifts you've observed.

●     Journalists love stats - they add credibility and save them time sourcing research.

Tip: Package it visually (think simple graphs or infographics) and offer exclusive access to one outlet first.

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Timing Is Everything

Pitching a story at the wrong time is like shouting into the wind.

●     Monitor industry calendars, news cycles and major announcements.

●     For startups: Sync your outreach with funding rounds, product launches or customer milestones.

And always pitch early in the week - Monday to Wednesday mornings tend to get the most traction.

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Tailor Pitches Like a Pro

Generic pitches get deleted. Quickly.

●     Reference a journalist’s recent article in your intro.

●     Match your angle to their beat(tech, business, consumer trends, etc.)

●     Keep it punchy: Subject line,2–3 key bullet points, offer a quick interview or exclusive.

Pro move: Anticipate the headline they would write - and build your pitch around that.

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Leverage Experts, Not Execs

Media wants substance, not spin.

●     Put forward subject-matter experts who can speak candidly and insightfully. This builds brand trust and long-term journalist relationships.

Bonus: Journalists remember people who aren’t always trying to sell something.

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Bottom Line

The bottom line is, the best performing PR campaigns don't push products - it positions brands as useful, insightful and timely contributors to bigger conversations. That’s what earns trust, coverage and long-term visibility.