Journalists Want PR Pros to Step Up Their Pitch Game

The key? Multimedia.

shutterstock_216261145The majority of American journalists feel their job has become more difficult over the past five years. And that story pitch you just sent? It’s probably not helping.

According to a new survey by, journalists currently have to work harder and produce more than ever before in order to make a living, and the way corporate communications and PR pros are pitching stories and content is only adding to writers’ frustration and increased hours in front of the computer.

As noted by Forbes, 68 percent of respondents said they’re “unhappy” with the current state of pitches.

Their main point of contention seems to be the delivery of multimedia content (or lack thereof) — as Cision’s “State of the Media” report told us, all things are visual now. While 80% of reporters feel including photos, infographics or video is highly important, the same 80% expressed frustration in needing to spend more than 30 minutes finding that content.

Salvatore Salpietro, CTO of, said in a news release:

“Corporate communications and public relations teams…are still making the process very difficult for media to access content and put together a story by using things like FTP, email, locked-down websites and manual requests—all of these are enthusiasm-killers.”

And if the statistics don’t convince you to find a viable tech workaround, here it is, straight from a journalist’s mouth.

Karen Fratti, freelance writer and frequent contributor to both Huffington Post and our sister site Lost Remotesaid of the issue:

“If a pitch doesn’t contain graphics I can include with my article, it’s hard for me to take it on…I am under strict deadlines to produce at least 5-7 articles a day, and visual content is always required.

Wasting hours sourcing and editing a company’s logo or media content to accompany a post is something I literally cannot afford.

When a pitch comes with everything attached, no cumbersome downloads, I want to hug that PR rep. And, I’m more likely to pick up on the next release from them, too.”

You don’t even understand how much we feel her there.

Now when was the last time a reporter wanted to hug you?