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10 steps to greater PR coverage
PR coverage is harder to win in 2025. Pitch volumes are up, journalist bandwidth is tighter, and inboxes are flooded with AI-generated copy. What still earns coverage is simple: original news, relevant angles, fast responses and verifiable data, delivered in the format journalists actually use. Recent studies of 3,000+ reporters confirm personalisation, credibility and speed matter more than ever. Cision State of the Media 2025, Muck Rack State of Journalism 2025.
At the same time, how audiences consume news keeps shifting towards online and social/video platforms, so stories that include strong visuals and mobile-ready formats travel further. See Reuters Institute Digital News Report 2025 and Ofcom’s latest UK media use update (Ofcom, July 2025). Use the 10 steps below to cut through the noise and secure meaningful coverage.
The Purplex PR team works with journalists on a daily basis and we have created 10 tips that will help you enjoy greater PR coverage:
10 Steps to Greater PR Coverage in 2025
1. Offer genuine exclusives
Securing an exclusive is still top-tier. Journalists favour unique content that boosts their publication’s authority. Just don’t share it elsewhere; once exclusive, always exclusive. Need help shaping a newsworthy angle? Our PR & communications team can help you frame the story.
2. Use strong, current statistics
90% of journalists favour data-led releases.
Commission surveys or publish findings survey-based content to place your brand as a thought leader. We can commission research and turn it into publishable assets via Market Research and Content Marketing.
3. Prioritise real news
Only pitch content that hasn’t been published publicly. ‘Newness’ drives coverage.
4. Deliver quality visuals
High-resolution images or infographics can significantly improve pickup that many outlets can’t afford in-house photographers. Upgrade your media kits with Video Production and Design & Branding.
5. Show creativity and relevance
Tailor each pitch. Data-led, niche storytelling beats generic blasts. It aligns with PR trends emphasising data‑driven campaigns.
6. Leverage endorsements
Celebrity, influencer or even MP quotes add credibility. Plan media events around them for broader coverage.
7. Emphasise human interest
Add relatable storylines: turning “product launch” into “founder overcomes challenge to launch” can shift tone and coverage potential.
8. Piggyback topical themes
Connect your story to current events. Align with cultural, political or sports moments to ride momentum. Plan timely hooks with Marketing Strategy and extend reach via Social Media.
9. Respond quickly
95% of journalists use fast replies to meet tight deadlines. Keep resources ready for same‑day follow-ups. If you’re short on time, our team manages outreach and follow-ups as part of retained PR programmes.
10. Build genuine relationships
73% of journalists reject irrelevant pitches. Nurture-tailored and respectful outreach schmoozing works, but relevance wins.
Talk to Purplex about your PR coverage
If you want stronger PR coverage that cuts through the noise, our in-house communications specialists can help. From crafting compelling press releases to building journalist relationships and managing integrated PR campaigns, we deliver measurable results.
For more information, contact us here, call us on 01934 808132, or email grow@purplexmarketing.com.
You might also like to read
Explore more insight-led articles from the Purplex team on PR, content and marketing strategy:
- How to cut through the noise with PR – Practical advice on crafting stories that media outlets want to publish.
- Essential PR tips for your business – A breakdown of proven tactics that secure coverage and build reputation.
- The importance of PR in your marketing strategy – Why PR is not optional if you want long-term growth.
- What is PR? Defined and explained – A clear, jargon-free explanation of what PR is and how it works.
About the Author – Martyn East
As an SEO Executive at Purplex, I specialise in PR coverage, digital content strategy and website SEO optimisation. My focus is on helping businesses achieve stronger visibility, generate high-quality leads, and build long-term brand credibility. I work closely with our PR and communications team to combine data-driven storytelling with search visibility.
Connect with me on LinkedIn or explore more of my articles here: Martyn East.
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