“The greatest challenge in communication is not just getting heard, but being understood.” — Anonymous

Pitching to journalists has become increasingly difficult, with many pitches going unanswered. A 2025 report highlights that 32% of public relations (PR) professionals are prioritizing hyper-personalization to address this issue, emphasizing the importance of understanding journalists’ interests and building lasting relationships.

Simply distributing press releases or relying on broad-based outreach is no longer enough. Journalists are inundated with pitches daily—many of which miss the mark in terms of relevance or timeliness. At the same time, the growing use of AI and productivity tools has led to shrinking editorial teams in newsrooms, making it even harder for generic pitches to break through. In this environment, success depends on a deeper understanding of the journalist’s beat, interests, and preferred formats.

The Rise of Hyper-Personalization

This shift towards hyper-personalization reflects a broader industry trend that values quality over quantity. As this article from Muck Rack points out, 49% of journalists either seldom or never respond to PR pitches, and a majority of them cited irrelevancy as the reason for this.

Hyper-personalization in PR means much more than simply including the journalist’s first name in an email. It involves creating content that speaks directly to the journalist’s interests, expertise, and the needs of their audience. For example, if a journalist focuses on the workplace and recently covered the impact of workers returning to the office, a hyper-personalized pitch could include a link to the latest research on workplace well-being, making it relevant and timely for that journalist’s beat.

AI and Its Role in Modern PR

AI’s ability to scale PR efforts is significant. For example, AI can help PR professionals monitor media sentiment and track media mentions more efficiently, providing valuable insights that can inform future strategies.

AI tools also are used to assist in various PR tasks, from drafting pitches to monitoring media trends. In fact, Muck Rack’s “State of AI in PR 2024” reports that 74% of PR professionals saw an improvement in work quality due to the integration of artificial intelligence. However, despite AI’s potential to improve workflow, Cision’s 2024 guide on generative AI in PR shows that only 30% of communication teams feel confident in their ability to fully leverage AI’s benefits. This gap highlights the importance of ensuring that PR professionals are not only equipped with the latest technologies but also trained to use them effectively.

The Rise of Independent Journalism

Another key trend that is reshaping PR strategies is the rise of independent journalism. As traditional news outlets downsize or consolidate, many journalists are turning to platforms, such as Substack, Medium, and Patreon, as well as podcasting, to reach their audiences directly. These independent platforms give journalists greater editorial control and allow them to connect more deeply with niche audiences.

This shift toward independent journalism is underscored by the fact that, as of early 2025, Substack surpassed 5 million paid subscribers, highlighting the growing popularity of independent content creators. This decentralization of media means that PR professionals can no longer rely solely on traditional publications or outlets. Instead, they must adapt their strategies to engage with independent voices and influencers.

Building Authentic Relationships in a Fragmented Media Landscape

As the media landscape continues to fragment, PR professionals – and the clients they serve – must recognize that their success is no longer solely dependent on securing placements in large, established outlets.

Building authentic relationships with journalists requires PR teams to understand a journalist’s personal interests and professional objectives. By offering meaningful, valuable content that fits into their existing narrative, PR teams can create mutually beneficial partnerships. In turn, journalists will be more likely to trust and prioritize their outreach and turn to them for sources, leading to greater media coverage and long-term success.

PR professionals should also keep in mind that the nature of these relationships should be organic and ongoing. Building trust with journalists is a marathon, not a sprint. It requires continuous engagement, providing value, and ensuring that the journalist’s needs are always at the forefront.

Conclusion

Personalization in PR is no longer a novel strategy, it’s a necessity as the overall impact of mass pitching and generic press releases continues to decline, potentially leading to lower media engagement, reduced credibility, and missed opportunities for meaningful journalist relationships. To make an impact, PR professionals need to prioritize hyper-personalization, supported by AI tools, while simultaneously building authentic relationships with journalists across traditional and independent media outlets.

This evolution requires PR teams to not only stay up to date with the latest technologies but also remain attuned to the changing needs and preferences of journalists. In doing so, they can greatly improve the chances that their messages reach their intended contacts and leave a lasting impression.

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