How Journalists Choose Stories (PR Pitching That Actually Gets Coverage)

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Learn how journalists choose stories and what actually makes a PR pitch get opened, read, and published. In this chapter, I break down how media pitching, public relations, and earned media really work behind the scenes—from news cycles and editorial calendars to timing, angles, and credibility. You’ll discover how reporters find stories, why most PR emails get ignored, and how to position your story so it aligns with what journalists and their audiences care about.

If you want better press coverage, stronger media relations, and to become a trusted expert source journalists come back to, this section shows the exact mindset and framework professionals use. This is practical PR strategy focused on relevance, timing, data, and storytelling—not fluff or generic outreach.

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0:00 – How Journalists Decide What Stories to Cover
0:20 – How Journalists Actually Find Story Ideas
0:44 – News Cycles & Trending Topics Explained
1:15 – Using Editorial Calendars for PR Wins
1:45 – Why Relationships Matter in Media Pitching
2:19 – How Journalists Use Search & Social Media
2:57 – Why Most PR Pitches Get Ignored
3:14 – Relevance: Matching the Journalist’s Beat
3:30 – Timing: Why “Why Now?” Matters in PR
3:47 – Using Data & Credibility to Get Press Coverage
4:11 – How to Create Strong Angles Journalists Want
4:38 – Simplicity: Writing Clear, Skimmable Pitches
4:56 – The PR Checklist Journalists Look For
5:29 – Why Self-Promotional Pitches Fail
5:45 – How to Align Stories With Media Narratives
6:03 – How Professional PR Actually Works
6:20 – What’s Next: Earned vs Paid Media Explained