What Journalists Really Want and How to Make News

Journalists play a crucial role in filtering through loads of information to deliver stories that matter. Whether covering local politics, global crises, business trends, or cultural shifts, journalists need public attention. But for anyone hoping to gain media coverage – entrepreneurs, activists, public relations professionals, or everyday citizens- understanding what journalists really want is essential. Making news isn’t about luck; it’s about offering something genuinely newsworthy, timely, and relevant.

What Journalists Really Want

1. A Compelling Story

Journalists are storytellers. What they need is not just information, but a narrative. Facts are important, but context, conflict, character, and consequence are what make a story resonate.

A journalist looks for stories that:

Have a clear human interest angle

Represent change, conflict, or consequence

Connect to larger social, political, or economic trends

Offer a unique perspective or voice

Have emotional or intellectual impact

For example, a press release about a new software tool won’t likely grab attention, but if that tool helps small businesses recover after a technological disaster, that becomes a story with human interest.

2. Timeliness

Journalists work under constant time pressure. They want stories that are relevant now. Timeliness doesn’t just mean breaking news; it also includes seasonal tie-ins, anniversaries or trending topics.

Being aware of the media calendar is key. If your story connects with upcoming events like World Mental Health Day, back-to-school season, or an election, your story is more likely to land.

3. Credibility and Accuracy

Reporters rely on their reputation for accuracy. If you present misleading information or unverifiable claims, you’ll likely be ignored, or worse, publicly corrected. Journalists want:

Verifiable facts and figures – journalists love data, as data often creates brand new stories. If you’ve got new and never-before-seen before data, that can be a brilliant recipe for a great news story

Reliable, quotable sources

Transparent motivations (no hidden agendas)

Access to original documents or evidence

Avoid jargon and hyperbole. Instead, offer clarity, data, and perspective.

4. Easy Access to Sources

A journalist’s time is limited. They want easy access to knowledgeable, articulate sources. If you’re pitching a story, include contact information, availability, and relevant background.

Sources should:

Be available for quick follow-up

Provide insightful quotes (not just safe soundbites)

Be genuinely informed on the topic

Acknowledge both nuance and opposing perspectives

If you make a journalist’s job easier, they’re more likely to return to you in the future.

5. Exclusivity or a Unique Angle

If you’re pitching to a specific outlet, offering an exclusive is often appealing. Alternatively, you can offer a unique angle on a well-covered topic. Journalists want stories that stand out. Consider:

Unusual data findings

Underdog perspectives

First-person accounts

A fresh take on a trending issue

If your story isn’t new, ask yourself how it can frame the issue in a new way.

How to Make News

Making news isn’t about forcing attention onto something dull. It’s about uncovering the story potential in what you’re already doing and packaging it in a way that aligns with journalistic priorities.

1. Start with a Newsworthy Hook

Ask yourself: Why should anyone care? A newsworthy hook often involves at least one of the following elements:

Conflict or controversy

Impact on people’s lives

Connection to current events

Unusual or surprising facts

Emotional appeal

The hook should appear early in your pitch or press release, ideally in the headline or subject line. Avoid fluff. Be specific.

2. Create a Press Kit or Media Package

A journalist-friendly press kit includes:

A one-page summary of the story

Bios and headshots of key people

Quotes from credible sources

Background info or fact sheets

High-quality images or videos

Contact information

Think of this as a toolbox a journalist can use to build their story quickly and accurately.

3. Build Relationships, Not Just Pitches

Journalists are inundated with story pitches. The ones that stand out often come from people they know, or those who demonstrate an understanding of the journalist’s beat and audience.

To build relationships:

Follow journalists on social media

Read their work and reference it when appropriate

Offer help without always pitching a story

Respond promptly when contacted

Thank them for coverage, regardless of the tone

Over time, you’ll become seen as a reliable source rather than just another PR pitch.

4. Leverage Data and Trends

Data can give your story weight. Reporters love stories backed by compelling statistics or that reveal hidden trends. But avoid overwhelming them, choose specific data points and only share a few key insights.

Use visuals (charts, infographics) to communicate complex ideas simply.

5. Master the Art of the Press Release

A press release can still be effective, but only when done right. It should be concise, compelling, and structured like a news story: headline, lead paragraph, supporting info, quotes, and contact details.

But sometimes a personal email works better, especially when you’re targeting a specific journalist with a custom angle.

6. Be Prepared for Follow-up (and Scrutiny)

If a journalist bites, they may ask probing questions or seek confirmation. Be ready to:

Offer interviews quickly

Provide documents or evidence

Clarify complex topics

Correct errors without defensiveness

Transparency builds trust. If you try to spin, dodge, or obfuscate, the story may never run—or may turn against you.

7. Use Owned Channels to Generate Earned Media

Journalists monitor social media and blogs for emerging stories. If you can create buzz on your own platform, through a blog post, a viral tweet, or a YouTube video, it can lead to earned media coverage.

Consider:

Publishing original thought leadership

Sharing behind-the-scenes content

Launching a campaign or challenge

Engaging in relevant public conversations

If you can generate organic interest, journalists are more likely to take notice.

Making news is about crafting meaningful stories that matter to the public and presenting them in a way that meets journalists where they are. The better you understand what journalists want —timeliness, relevance, clarity, access, and authenticity- the better your chances of breaking through.

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