Did you know that at least 64 countries have, or will be, headed to the polls in 2024? In a year that’s going to reshape global politics, now is a great opportunity for public relations professionals to pitch journalists covering the sector with relevant and compelling story ideas.
If you’re not sure where to begin, don’t worry, we have the data and insight to give you the best possible chance of going from a political reporter’s email inbox to their editorial plan. Our 2024 State of the Media survey, which provides visibility into what journalists want and need from their PR partners, included responses from over 800 journalists who cover a government and politics beat.
Their feedback gives valuable guidance for PR professionals who not only want to secure coverage in this sector, but also build solid relationships with reporters and other media influencers going forward.
Inside the Minds of Government and Politics Reporters
If you want to know what makes a political journalist tick, you must understand the obstacles they face and how they approach work. From there, you can personalize your outreach to be more meaningful, and your pitches will resonate more effectively.
Government and politics journalists named “maintaining credibility as a trusted news source” as their industry’s biggest challenge, highlighting the need for PR professionals to be diligent in backing up their stories with objective facts, verified data, and credible sources.
Social media is ubiquitous for journalists who cover government and politics: 98% indicated they use it for work-related purposes – from promoting their own content to sourcing information.
Note that these reporters don’t mention “receiving PR pitches” as one of their primary work uses for social media. According to our State of the Media data, 88% of government and politics journalists said they wanted to receive pitches via email.
For PR pros, that means keep your pitches to email and instead think about social media as a way to learn more about the journalists you want to connect with (and the topics they gravitate toward), how they engage with their community, and the platforms they prioritize.
What Government and Politics Journalists Want from PR Professionals
Securing earned media coverage is only possible if you know the kind of content reporters are looking for from PR professionals. When asked this question, government and politics journalists made it clear they wanted press releases above everything else (cited by 80%); however, original research (67%) and exclusives for stories (54%) are also highly likely to catch their eyes.
Note also the prominence of industry experts and access to events, which 46% and 42% of reporters respectively say they’d like to receive from PR pros.
Forty-eight percent of journalists also named industry experts as valuable for generating content ideas (just ahead of direct pitches at 47%), suggesting that they’re eager to bring external voices into their work to add perspective and credibility.
Consider how you can use events and the prospect of interview access to add more power to your political media outreach.
What NOT to Do When Pitching Government & Politics Journalists
Though it’s important to know exactly what journalists want, it’s equally valuable to understand what they don’t want from public relations pros.
When asked about the behaviors that not only turn them off, but would compel them to block a PR professional from further outreach entirely, more than three-quarters of political reporters cited getting spammed with pitches that had nothing to do with their coverage area or audience. Most also have little patience for public relations pros who supply inaccurate or unsourced information, are looking for free advertising, or follow up repeatedly.
In fact, following up more than once is a big no-no for those covering a political beat. Sixty-four percent said PR professionals should only do it once, while more than a quarter stated they should never do it.
How to Win Favor with Government & Politics Journalists
Getting a journalist to cover your story is a huge win, but an even bigger achievement is building a relationship with that journalist for more coverage down the line. A great way to start building that connection? Set yourself up as a valuable partner right from the jump. The easier it is for journalists to work with you, the more likely they are to come back to you in the future.
Consider some of the ways you can make politics-focused journalists’ lives easier.
How to Identify the Right Journalists for Your Politics Pitch
For stories related to government or politics, specialized media databases such as CisionOne Outreach are invaluable. It allows you to identify leading publications and journalists focused on the sector and its associated trends.
A quality media database offers more than just contact information. You should also be able to get comprehensive journalist profiles that include details on their other affiliations, recent publications, additional areas of coverage, and social media activity.
Armed with this information, you can create a dedicated media list of political reporters and influencers, enabling you to better tailor your pitches and increase the likelihood of securing coverage.
For more advice on crafting relevant, attention-getting pitches for any type of audience, check out our tip sheet, 10 Media Pitching Tips Directly from Journalists.
To learn how CisionOne can help you identify the most effective media contacts and channels to amplify your brand and reach target audiences, schedule a demo today.
