How do I get more journalists to pick up my press release?

The problem with low pickup rates

For most communications teams, this question sits at the centre of every campaign. Press releases are still widely used, but pickup rates remain inconsistent, often because the way they are distributed no longer matches how journalists actually work.

The traditional model relies on media lists, mass distribution, and category-based targeting. A press release is sent to hundreds or thousands of contacts with the expectation that relevance will take care of itself. In reality, journalists are more selective than ever, and inbox volume means most generic pitches are never opened.

Improving pickup rates starts with a shift in approach: from distribution to relevance.

Moving from media lists to real relevance

This is where Lookatmedia™ changes the workflow.

Instead of relying on static media lists, Lookatmedia™ generates journalist targets dynamically for each individual story. The system analyses the subject matter of a press release, compares it with recent editorial behaviour, published articles, and topical engagement patterns, and identifies journalists most likely to respond right now, not based on outdated categories, but based on current focus.

This increases the probability that a press release reaches someone already covering the issue or actively building stories in that space.

Making it easier for journalists to say yes

But targeting alone is not enough.

Pickup rates also depend on how easy it is for a journalist to turn a press release into a story. Lookatmedia™ integrates structured media centers that provide supporting assets alongside each announcement, including images, video, background information, and contextual resources. This reduces friction and removes the need for journalists to search elsewhere for story elements.

The result is a press release that is no longer a standalone email, but a complete, ready-to-publish story package.

Keeping stories discoverable beyond the inbox

Another key factor is discoverability. Unlike traditional PR software where outreach ends at the point of distribution, Lookatmedia™ ensures content remains accessible through an ongoing media environment where journalists can return, search, and explore related stories over time.

This creates additional opportunities for pickup long after the initial send.

Reframing the goal of PR outreach

Increasing pickup rates is not about sending more press releases. It is about aligning the right story with the right journalist at the right moment and making it easy for them to say yes.

PR in a ‘buyers’ market

With LLMs prioritizing earned media coverage over all other sources, getting the attention of journalist has never been more important. If you want their attention, you need Lookatmedia™

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Content is king, but context is everything

Lookatmedia™ instantly realigns your PR strategy with the current media ecosystem and the specific needs of journalist ready to cover you story today.

Right here, right now

Currency is the currency of news. Lookatmedia™ makes it much simpler to get your stories into the hands of the right journalists, right now.

Thinking outside the box

As the definition of ‘journalism’ the news ecosystem continues to expand and evolve, Lookatmedia™ provides a AI native PR solution built to align and adapt your PR strategy.