April 15, 2016 / by Niki Madison

Cision’s Media Research team reaches out to thousands of journalists each day in an effort to enhance our knowledge base. Here’s a few themes we’ve compiled when researching a small cross section of journalists focusing on the environment, green living, and sustainability topics at top tier, high circulation, locally focused papers in various areas of the country.

Do the research.

Environmental topics are varied. Journalists specialize in particular areas of coverage. Use the Cision database to find specific coverage areas of focus for editors and journalists. Be sure to reach out to media contacts that will find the press releases relevant. Cision Media Researchers strive to add pitching tips for the contacts in the database. Be familiar with how individual editors and journalists prefer to receive press materials and their publications’ lead times.

Relate coverage to consumer needs.

Press materials should focus on how environmental issues effect the readers of the newspaper. Media contacts may not want an update of a particular company’s successes, but rather how the actions of the company relate to a larger industry trend directly affecting consumers. Ultimately, press materials should be focused on messages that relate to the readership of the journalists and editors being pitched.

Give the facts and lay down the law.

Media professionals are busy. Press releases should be succinct. PR professionals should focus on the story and why it is worth covering. Many environment-focused journalists prefer receiving press materials that include white papers, case studies, information from peer-reviewed journals and statistics to reinforce facts. Environment and conservation journalists also look for pitches that include legal information like public policy updates and environmental legislation.

Focus on local issues.

While sustainability news is a national topic, cater press materials to local coverage. Media contacts often focus on a particularly demographic region. Several journalists insist they will prefer PR professionals reach out to them with a local connection or something that directly relates to a local audience. Press materials that don’t specifically focus on the coverage area of the publication often go ignored.


The Cision Media Research Team maintains a database of more than 1.6 million records, including social influencers, traditional media contacts, outlets and opportunities. We collect and maintain the latest contact and pitching information of bloggers and journalists who can spread your message, broaden your campaign and help you build relationships with the people who matter.  To experience the Cision Media Database first hand, request a demo here


Image via Pixabay

Most Recent Posts

Cision Blogs Topics

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.

About Niki Madison

Niki Madison writes daily updates and features for the Cision blog. She is a media researcher at Cision, specializing in print media with a focus on newspapers. She is a freelance graphic designer, enjoys dancing feverishly to live music, the fashion and pop culture of the 1980s and 1990s, and is a sucker for cat memes. Follow her on Twitter @nikimadison1.