At a recent PRSA-NY media meet and greet, producers from Bloomberg, CBS, and NBC’s Today Show gathered to pull back the curtain on what they really want from publicists and, maybe more importantly, what they can’t stand. The conversation revealed more than just pitching preferences. It exposed deeper macro shifts shaping modern media relations.
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As shrinking newsrooms meet skyrocketing content demands, the panelists shared a clear message: Landing a segment in today’s environment isn’t about who you know, it’s about how well you know them. Below are five key themes from the panel that every PR professional should internalize and act on.
1. Relevance Over Relationships
Gone are the days when name-dropping or familiarity guaranteed a booking. While relationships still matter, producers emphasized that relevance now reigns supreme. Each panelist shared examples of receiving pitches that clearly hadn’t accounted for the tone, segment, or editorial direction of their specific show or hour.
Don’t pitch politics to a wellness segment…If you’re not even watching our show, it shows.
A common frustration: receiving political pitches for wellness segments or economic analysts pitched to entertainment anchors.
“Don’t pitch politics to a wellness segment,” one producer said. “If you’re not even watching our show, it shows.”
For PR professionals, the takeaway is clear: do the work. Producers aren’t just scanning for newsworthiness. They’re looking for signs the publicist understands their beat. Pitching should reflect an awareness of not only the outlet, but the segment, anchor style, and audience expectations. This could mean referencing a specific segment name, noting an anchor’s recurring guest types, or even citing a recent segment as a parallel.
Producers shared that when a pitch mentions something like “This could be a fit for your ‘She Made It’ franchise,” or “We saw your segment last month on cybersecurity spring cleaning and thought this story could build on that.” It immediately builds trust. These kinds of details show that you’re a viewer and not just someone working through a media list.
2. Visuals Are Make-or-Break (Unless You’re Bloomberg)
In the world of broadcast, visuals are everything.
If it doesn’t grab attention, it’s not going to stick.
Producers from CBS and NBC both heavily emphasized that even the most compelling guest or story idea often gets passed over if it lacks strong visual potential. Whether it’s B-roll, demo props, or broadcast-quality product footage, a visual hook dramatically increases the odds of getting greenlit.
One producer noted, “So many stories are great for print, but we have to imagine a viewer watching while getting ready for work. If it doesn’t grab attention, it’s not going to stick.”
That said, Bloomberg, rooted in charts, data, and financial analysis, treats visuals differently. For them, visuals are often unnecessary, and sometimes even a distraction. The priority instead is clarity, accuracy, and the ability to go deep on complex subject matter. It’s a reminder that understanding each outlet’s format and editorial DNA is everything. A flashy lifestyle pitch might soar with TODAY producers but completely fall flat for Bloomberg Surveillance.
3. The News Cycle Is Unforgiving. Prepare Accordingly
A sobering reality for PR pros: even the most thoughtfully coordinated segments can be bumped at a moment’s notice. All three producers confirmed that breaking news often derails previously confirmed guests, regardless of planning or logistics.
One producer recalled bumping a guest who was already on set after a news alert about Trump broke mid-show.
“Nobody wants to avoid bumping a guest more than the producer,” they said. “But we work in live TV, we don’t have a choice.”
This reinforces the importance of flexibility and empathy in media relations. Teams should proactively manage client expectations, build media training into every opportunity, and remain adaptable. In many cases, how PR teams respond to a last-minute cancellation can either strengthen or damage a media relationship.
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4. Email Lives On But Lazy Follow-Ups Don’t
Despite the rise of DMs, LinkedIn messages, and Slack-like backchannels, email remains the preferred method of contact for most producers. That said, irrelevant or mass-blasted follow-ups continue to be a major turnoff.
One panelist recounted receiving six follow-ups for a pitch about a topic they don’t even cover, while the others noted that generic greetings or obvious Cision blasts only hurt a publicist’s credibility. They further went on to stress that while the initial pitch should come through email, relationship-building can open the door for texts or calls once trust has been earned.
The best ways to build and earn this trust are consistently sending on-target, high value pitches, respecting their time, and delivering spokespeople who show up prepared. Once those patterns are established, producers are far more open to a quick response to a call or text when something urgent arises or an exclusive falls in your lap. The move off email typically happens organically, but it almost always starts on the producer’s terms, after you have demonstrated reliability.
Lastly, publicists should also try to focus less on gimmicky subject lines and more on clear, timely, and audience-specific outreach.
5. Substack, Reddit, and Niche Media Matter More Than Ever
Perhaps the most critical insight came when producers were asked where they look for inspiration outside of their own networks. Instead of citing legacy outlets, many pointed to Substack newsletters like Alex Konrad’s Upstart Media or Alex Kantrowitz’s Big Technology, Reddit forums, and lifestyle micro-influencers.
“There’s more authenticity on Reddit than you’ll find on most platforms,” one panelist noted.
Another shared that they regularly shop Substack gift guides and follow niche business writers who provide deeper context than traditional news hits. For PR professionals, this signals a clear shift: earned media is no longer confined to major networks or publications. There’s power in building relationships with credible voices on non-traditional platforms, especially when those platforms influence mainstream media consumption.
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What This Means for PR Today
The conversation made one thing clear: Today, media relations requires more than persistence; it demands precision.
We’re your biggest advocates, but only if you make it easy for us to be.
From knowing a producer’s exact segment needs to anticipating visuals and breaking news, publicists must adapt their approach to match the ever-evolving editorial environment.
As one producer put it, “We’re your biggest advocates, but only if you make it easy for us to be.”
At PAN, this is where we thrive. We don’t just build press lists, we build partnerships. We don’t just pitch stories, we craft narratives aligned to audience needs, news cycles, and network dynamics. And most importantly, we never forget that at the heart of media relations is a shared goal: telling stories that matter, when and where they matter most.
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