Inside the Newsroom: Takeaways from the PRSA 12News Media Panel
Written by: Guadalupe Quintana, PR Intern
Recently, I had the opportunity to attend the PRSA Phoenix 12News Media Panel on behalf of 10to1PR, where reporters and producers pulled back the curtain on what it actually takes to earn coverage.
Before the panel began, we toured the 12News studio and got an up-close look at the anchor desk, control room, kitchen where they do on-air cooking segments and more, seeing firsthand the space where stories come to life every day.
The conversation that followed felt even more tangible after seeing the environment reporters and producers work in. The panel was candid, fast-paced and full of practical insight that has already shifted the way I think about pitching.
Here are the key takeaways that stood out most:
Make The Media’s Job Easier From the Start
Reporters, producers and assignment editors receive 900 to 1,000 emails a day while managing shifts with sometimes only two to three reporters and a small photography crew on site. Every second counts. For TV pitches especially, lead with the visuals, times, dates and the interview subject right at the top. Keep the five W’s: who, what, where, when and why, clear and upfront. If the pitch requires digging, it likely gets skipped.
Do Your Homework Before You Hit Send
Not every story fits every reporter, and not every reporter fits every story. Some avoid business promotions. Others are drawn to human interest angles and love being the first to break a story. Knowing a reporter’s beat, their show and their audience before pitching is the difference between a response and radio silence. Something as simple as saying “I thought you’d be interested in this” signals that you took the time to research their work, and reporters notice.
Be Accessible — Always
Accessibility was one of the biggest pain points reporters raised. Deadlines move fast, and a same-day turnaround is not uncommon. Being easy to reach and quick to respond is one of the simplest ways to earn a spot on a reporter’s short list. The panel also emphasized prepping clients well. A strong first impression in an interview can turn a one-time feature into a recurring expert relationship.
Producers Matter Just as Much
Producers are a key piece of the puzzle and are often overlooked. Understanding their needs and building those relationships is just as important as connecting with reporters.
Going forward, I plan to research every contact before pitching, keep communication tight and focused, and make accessibility a priority for both myself and my clients. I also want to make sure every pitch leads with a clear visual and a strong human connection, because those two elements are often what make a story feel worth telling on air.
In team meetings and brainstorming sessions, that means bringing questions like:
- What does this look like on screen?
- Who is the person at the center of this story and why does their experience matter to the viewer?
- What is the most visually compelling part of this story?
- Is there an action, event or moment a reporter could witness or participate in?
Asking those questions early, whether in a meeting with a lead or directly with a client, helps build a sharper, more focused pitch before it ever reaches a reporter’s inbox.
This panel was a strong reminder that great media relations are built on preparation, respect for people’s time and a genuine investment in the relationships behind every story.