Written by Ella Johnson, PR Intern, Fall 2025

I recently attended the 21st annual Valley Publicity Summit, presented by the Society of Professional Journalists and hosted by 10 to 1 Public Relations. It was a great experience to meet PR Professionals and connect with journalists. As a PR Intern, I was able to gain insight into what reporters look for in stories and what grabs their attention.

Attending this event created meaningful connections and established teamwork between PR professionals and reporters. These are the tips and tricks I learned to increase media relations and interpersonal communication skills:

1. Relevance is everything

Each reporter covers a unique beat, and they always keep their audience in mind. Focus on story relevance when pitching reporters. Ensure it’s impactful and aligns with their beat. Reporters prioritize stories with significant impact. Match the right story to the right reporter.

For example, an investigative journalist will want to focus on unsolved crimes in the area. They are in need of expert opinions, such as attorneys and police officers. This type of journalist will be disinterested in a consumer-based pitch or community-oriented stories.

Dig deep into each reporter’s style of writing and the topics they write about. When pitching the right story to the right reporter, it deems you competent and strengthens your relationship with that reporter.

2. A 150-word pitch is a reporter’s dream scenario

Get right to the point when pitching via email. Reporters receive hundreds of emails every day from PR professionals. This is where you can stand out, the word count. Give them enough information to get excited about the story, but do not show them all your cards. 150 words are enough to share the background, why it matters, and a call to action.

Do not overcomplicate the pitch; instead, create a simple, direct idea with a visual, picture, art, or video to help capture the story. Every book needs a creative cover!

3. Learn the transition from small talk to your pitch

Establishing a connection between a reporter’s work and a story you want to pitch can be challenging. There needs to be a natural flow within the face-to-face conversation; asking them questions about their work and the stories they are interested in is a great start. After that, transition into your pitch. Keep it a conversation by asking: “Is this something you would be interested in?” Make the conversation light-hearted by using welcoming body language. Simple gestures such as a smile, a firm handshake, and a relaxed posture create a comfortable environment for the PR pro and the journalist.

4. Go to as many face-to-face events as possible

In the world of media relations, there are a few opportunities to meet the reporter in person. It is very important to attend events that give you a direct line to them. Within these pitching conversations, there are non-verbal cues such as body language, facial expressions, eye contact, and vocalics that can be received and interpreted. People’s faces are very telling, which helps us understand positive and negative responses in the middle of a conversation.

For example, a reporter slouching in a chair and their eyes wandering indicates boredom. A PR pro can recognize the change in behavior and respond accordingly. A few quick steps can help increase the connection between PR professionals and journalists; start with a compliment, discuss shared experience, show appreciation, introduce a contact, and ask about them.

5. Metric! Metrics! Metrics!

Metrics and statistics are crucial for business writers because they provide concrete evidence that supports claims and arguments, enhancing the credibility of the article. Metrics can be a good way to balance out the human interest and emotional side of your story. Business-to-business reporters utilize metrics to help their readers understand trends and make informed decisions. By highlighting key figures, writers can effectively capture attention and emphasize important points. Statistics stand out in a page full of words!

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