For more than three decades our agency has successfully secured impressive earned-media coverage for clients. The secret of this success includes persistence, responsiveness, thoughtfulness and the ability to build strong relationships as trusted sources. With the media landscape continuing to shift, below are some interesting trends and tips about what’s actually working now:

1. Real People > Brand Messaging

Reporters are looking for more human stories and ignoring corporate soundbites. Think founders, employees, customers — anyone who can put a face and voice to your story. Elevate real people in your pitches to increase your odds for success.

2. Snackable Expertise Is Gold

Long pitches are dead. Time-pressed reporters and editors want short, sharp expert tips, bold predictions, quick Q&As. If you can’t explain your pitch in three bullet points, don’t send it.

3. AI is Speeding Up Journalism

With fewer bodies in the newsroom, reporters are increasingly leaning into AI for research and first drafts. Translation: they’re scanning faster, vetting harder, and cutting fluff mercilessly. Give them clean, credible material they can run with — or risk being filtered out by the bot and the byline.

4. Values Drive Lifestyle Coverage

Whether it’s travel, food, fitness, or fashion, one thing is clear: if your story doesn’t touch sustainability, affordability, wellness, or inclusion, you’re behind. Publicists need to lead with values, not tack them on as an afterthought.

5. Events Beat Announcements

A product launch? Snooze. A pop-up event, festival tie-in, or major cultural moment? Now you’ve got a story. Newsrooms are looking for timely, happening-now angles — not ribbon cuttings. Look for local or regional celebrities to increase media appeal and build urgency into your pitch.

6. Regional Is The New National

National outlets are shrinking or consolidating. Smart brands are winning big buzz through regional and local media — especially for lifestyle, business, and community-driven stories.

7. Newsjacking Still Works

Getting your brand message out by posting witty and humorous content in rapid response to national events or trending stories is a great way to garner mainline media buzz. Think A1 Steak Sauce following a national educational panel discussion in which the Secretary of Education touted the virtues of A1 when she meant AI, or when Nestle’s Coffee Mate brand got called out for its witty response to the surprise season finale of White Lotus.

Bottom line:
2025 will belong to the fast, the authentic, and the value-driven media professionals. Pitching like you actually understand what reporters need will win the day — and everyone else will be left wondering why their inbox is full of crickets.

To learn more about the strategic value of an earned media program for your company contact us at Wilks Group to find out more.