Why most PR fails, and how a Media Center can fix it
Journalists increasingly prefer selecting images from your media library over using those attached to press releases. Not providing such an option all but guarantees your press release will end up in the trash.
Every day, hundreds of press releases flood journalists' inboxes—most of them disappear without a trace. For organizations outside the breaking news cycle, earning positive media coverage has never been more difficult. As newsrooms shrink and public trust in media continues to evolve, even well-funded PR campaigns often fall flat. But behind the frustration is a quietly growing solution: the online branded media center.
According to a 2024 Cision State of the Media Report, 61% of journalists say press releases are useful, but only when they include newsworthy content, visual assets, and relevance to current trends. That same report found that 28% of journalists receive over 100 pitches per week, yet most are irrelevant or generic.
“Just sending a press release isn’t enough anymore,” said Sara Fischer, senior media reporter at Axios, during the 2024 PRSA National Conference. “Journalists want fully packaged stories: data, quotes, multimedia. If they have to chase the details, they’ll move on.”
The Top Barriers to Earned Coverage
Lack of a Strong News Hook
Without a clear link to a timely issue or broader narrative, even big announcements can fall flat.
No Visual or Multimedia Support
In the age of online publishing and social sharing, reporters expect access to images, video, charts, and pull quotes.
Mass, Unpersonalized Pitches
Journalists often delete generic pitches that don’t reflect an understanding of their beat or recent work.
Timing Conflicts with Breaking News
A perfectly crafted release can be buried if sent during major news events or holidays.
No Trusted Reference Point
When media can’t find a clear, credible source or a centralized newsroom, it reduces trust, and the chances of coverage.
A Strategic Shift: Branded Media Centers
Forward-thinking organizations are solving this with branded media centers, centralized, public-facing platforms where press materials, expert bios, story ideas, and digital assets are instantly accessible.
“A branded newsroom removes friction and gives journalists what they need, on demand,” said Craig Harris, Founder & CEO of Lookatmedia™, which builds custom media centers for brands, nonprofits, and government agencies. “It’s like having your own wire service, built for your story.”
Modern media centers often include:
High-resolution imagery and video
Executive quotes and bios
Press releases sorted by theme or campaign
Embeddable content
Localized or trend-aligned story ideas
Importantly, these platforms help organizations move from pitching to publishing, allowing journalists to discover stories instead of being spammed with them.
From Afterthought to Asset
When used strategically, a branded media center becomes more than a press kit, it becomes a media relationship builder. In 2023, Edelman’s Trust Barometer found that media trust continues to decline globally, with journalists seeking content from organizations that demonstrate transparency, accuracy, and credibility. Media centers help bridge that gap by offering verified facts, editorial-ready content, and clear attribution.
“Newsrooms are smaller. Expectations are higher. If your story isn’t easy to tell, it probably won’t be told,” said Tom Jones, senior writer at Poynter, in a recent column on newsroom challenges.
About Lookatmedia™
Lookatmedia™ builds modern branded media centers that make it easy for journalists to discover and access credible, visual, and timely stories. Designed to align with how journalists research and verify information, our platform offers a trusted, always-on destination for media professionals, removing friction and helping organizations stay part of the news conversation around the clock.