What does the media really want from PRs in 2025? At Propeller Group, we brought together leading journalists from both sides of the Atlantic at SXSW and Advertising Week Europe to find out.
Our sessions – featuring voices from ADWEEK, AXIOS, Campaign, The Sunday Times and The Media Leader – pulled back the curtain on what makes a story land, what doesn’t and how comms professionals can truly add value.
Here are seven standout tips straight from the journalists themselves:
1. Be brave and honest: transparency wins trust
At our SXSW panel, Kathryn Lundstrom (Commerce and Sustainability Editor, ADWEEK) stressed the need for more frank, transparent conversations between PRs and journalists. “It makes for better stories,” she noted. If you want coverage that goes deeper than a press release, be ready to lift the lid.
2. What’s new? What’s next?
Kerry Flynn (Media Reporter, AXIOS) summed up her editorial radar simply: “What’s new and what’s next? What are people not talking about yet?” Journalists are always hunting for the untold angle. As such, don’t just pitch what’s happening—pitch why it matters now.
3. Topicality is everything
Back in London, Maria Iu (Deputy Editor-in-Chief, The Media Leader) was clear: “Our readers come for thought leadership, so we always prioritise covering key topics – like AI or the future of agencies – through the lens of a leader.” Pitches that feel off-trend, or not tailored to the outlet’s beat, go straight to the recycle bin.
4. Substance > style
Gideon Spanier (Editor-in-Chief, Campaign) explained that good pitches need more than polish: “Campaign provides business-critical news and analysis – that should be the litmus test for any pitch.” It’s not enough to sound good. You need to be good: informative, relevant and analytical.
5. Keep it simple, make it shareable
Will Turvill (Chief Business Correspondent, The Sunday Times) gave a great gut check: “Would I share this story with my mum, or my friends in the pub?” If not, make it sharper. Journalists get flooded with ideas – so your pitch needs to be accessible, impactful and above all, interesting.
6. Context beats buzzwords
When it comes to AI, the panel warned against lazy jargon. “We see far too many pitches with ‘AI-powered’ bolted on,” said Maria. Will agreed: “Slapping an AI label on a story doesn’t make it sexy.” Journalists want clarity and substance – explain the real application, not just the hype.
7. Long-form isn’t dead – if it’s good
Despite shrinking newsrooms and ever-shortening attention spans, complex, well-told stories are still in demand. “There will always be a place for long-form,” Gideon affirmed. The key? Pick the right topic, go deep and make it special. Time spent crafting a truly insightful piece pays off.
Both sessions ended with a reminder that supporting high-quality journalism benefits everyone. As Will put it: “Don’t believe everything you read online – but do believe the words of professional journalists who spend hours ensuring things are interesting and fair.”
And if you want your stories in front of them? Bring relevance, clarity and originality to the table.