Myths About Working with Journalists and the Realities That Make PR Easier

Working with journalists can feel strange. Having to understand a different set of rules, embargoes, exclusives and the occasional cryptic headline. Over the years, we have seen the same handful of myths pop up again and again, making PR harder than it needs to be.

Here’s a list, debunking the most common misconceptions and what to do instead.

Myth 1: Journalists are out to get you
Reality: Journalists are not the enemy

Journalists are storytellers under pressure. Their job is to find, verify and deliver news that an audience will care about, and that sometimes means tough questions and strong headlines. Most journalists want accurate information and sources they can trust, because that protects their credibility.

Treat them as partners with different priorities and constraints from your own, and always be honest, timely, and clear. If you don’t know an answer, say so and offer to follow up. If a mistake is made, correct it quickly and professionally. Building a reputation as a reliable source pays dividends, and you can even make great friends.

Myth 2: If you control the message, the story will be perfect
Reality: You can’t fully control how a journalist tells a story, and you shouldn’t try

Journalists interpret information through editorial judgement, news values and audience needs. The job of PR is to make their job easier by providing clear facts, helpful context, strong quotes and access to credible spokespeople. But you should sometimes expect a degree of framing you don’t choose. Always prioritise clarity over control and give one or two simple, quotable messages and concrete examples that journalists can use. Provide supporting documents as well, so the reporter has everything they need.

Myth 3: A press release will guarantee coverage
Reality: Press releases are a tool, not a magic wand

Press Releases announce news, but they don’t automatically become news. Journalists decide what’s relevant to their readers, viewers or listeners. And, sometimes, however newsworthy the press release feels, if it’s not right for the news agenda there and then, it may not be covered.

What helps is a tailored release to the outlet or reporter. Hooking a release on a timely news peg, data point, or human story can really help. Keep the headline and lead crystal clear, and if the story is purely promotional, consider owned channels (blog, social) rather than pitching to the media, as releases like this often end up with the advertising department.

Myth 4: Journalists don’t do follow-ups or fact-checking
Reality: Most reputable journalists fact-check aggressively

Most journalists ask for verification, look for corroborating sources, and sometimes run background checks on spokespeople. Fact-checking protects the publication and the journalist’s reputation, which is why providing accurate, sourceable information is essential.

Anticipating what a reporter will verify and providing evidence up front can help speed this up. If statistics are cited, always include the methodology or a link to the original data. If a journalist asks for proof, send the documents or references.

Myth 5: Embargoes are a trap
Reality: Embargoes are a regular part of modern media relations and, when used correctly, they benefit both sides

An embargo is simply an agreement to receive information early in return for holding publication until a set time. It lets journalists research, prepare balanced coverage, and plan distribution; it gives PRs coordinated timing and a better chance of thorough, accurate coverage.

Embargoes for stories should be used only for those that truly need coordinated release (studies, announcements with a lot of technical detail, timed product launches). Clearly state the embargo terms and be prepared to share background materials and spokespeople.

Myth 6: Exclusives can be risky
Reality: Offering an exclusive can be a clever tactic when you want controlled, in-depth coverage from one high-value outlet

When done well, agreeing and exclusivity raise the profile of your story and give the journalist time and space to dig deeper. If done poorly, it can alienate other outlets or appear as if you’re trying to hide something.

Choosing exclusives carefully is essential. Offer exclusive stories to outlets that genuinely reach the audience you want and set a clear time limit.

Myth 7: Journalists always have time for long interviews
Reality: Deadlines are tight, and for many journalists, long interviews aren’t always practical

If you prick the journalist’s interest and make the logistics easy, they’re more likely to give up time for a full interview. When offering interviews, be sure to provide concise interview windows, offer alternative spokespeople, and suggest times. Send a short briefing note with possible questions and key facts to help save the journalist time.

Myth 8:  If something goes wrong, hide
Reality: Silence rarely helps in a crisis

Journalists will report on a story with or without input, and if they can’t get answers, it is their job to speculate. Proactive, transparent communication helps shape the narrative and preserve trust.

For all clients, have a crisis plan ready, with pre-approved spokespeople, holding statements and a rapid response process.

If you’re ever involved in a crisis, acknowledge known facts quickly, promise to investigate (and deliver on that promise), and communicate updates regularly.

Our Final Thoughts

Overall, remember, journalists are just people doing their jobs, not obstacles. The best media relations rests on two simple pillars: understanding and usefulness. Understand the pressures journalists face and be helpful to them. That combination builds trust, improves coverage, and makes your communications strategy far more effective.

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