PR Tips for Winning Over Today’s Multi-Outlet Journalists

The media landscape said, “speed up” and is constantly taking new shape and shifting fast. According to Pew Research Center, 34% of journalists now work as freelancers, and newsroom jobs have plummeted by 26% since 2008. These numbers reflect more than just a general industry trend; they represent a new reality for PR professionals navigating how, when and to whom they pitch stories.

What does this “new normal” mean for public relations teams trying to get their clients’ stories heard? It’s simple: We need to adapt. As freelancers take up a growing share of media bylines, PR professionals must reframe how we build relationships, pitch stories, and offer value for our clients.

The Rise of Freelance Journalism

The growth of freelance journalism isn’t just about shrinking newsroom budgets, it’s also a response to the ever-changing nature of how audiences consume media. With traditional staff jobs declining, more journalists are carving out careers independently, often contributing to multiple publications, managing newsletters on platforms like Substack, or building niche audiences through social media and podcasts.

For PR pros, this is both an opportunity and a challenge. On one hand, a single freelancer might write for several outlets, potentially amplifying the reach of your story across multiple audiences and publications.

On the other hand, freelancers often have less editorial control. Many must pitch their own stories to editors, making them more selective about what they take on. In this current stage, they’re highly conscious of protecting their relationships with editors, which may mean they’ll only pursue a story if it’s a strong fit for them.

Understanding these nuances is incredibly important as we continue our media relations efforts on behalf of our clients. In some cases, we’re no longer just pitching to “a writer at XYZ publication.” We’re pitching to a personal brand, a one-person media outlet, and a business owner, all in one.

Building Relationships and Adapting

To succeed in this new environment, relationship-building is everything. Gone are the days of generic media lists and mass-blasted pitches. Freelancers expect and deserve personalized and thoughtful outreach.

Research, research, research: Start by doing your research. What outlets do they write for? What topics do they consistently cover? Do they have a Substack or personal blog where they share thoughts or story ideas? Reading their work (beyond just the publication bylines) can give insight into their voice, interests, and approach.

Make the pitch matter: When you pitch, make it relevant, not just to the publication, but to the writer’s expertise and style. Even better, position yourself as a helpful resource. Offer up subject matter experts (SMEs), fresh data, or even ghostwritten bylines they can consider. Building trust and offering value consistently helps you become someone they reach out to, which to me is one of the best parts of the work we do as media pros.

Adapting to Substack and Other Independent Platforms

Speaking of Substack, platforms similar to it are changing the rules of engagement. There is a noticeable uptick in journalists creating independent newsletters where they share original reporting, industry insights, or their own content. These platforms can be excellent areas for PR efforts, whether through direct collaboration, guest contributions or even informal relationship-building.

Subscribe. Read. Engage: If a journalist has an active Substack, don’t ignore it. These newsletters often give real-time insight into what matters to them. You might even spot an opening to pitch a relevant idea, or better yet, strike up a conversation that leads to future opportunities.

It’s All About the Connections

Freelance journalism is here to stay and it’s reshaping the way PR professionals approach media relations. Many freelancers work with a wide range of publications, and if you become a trusted contact, they may circle back when they need an expert quote, a subject matter source, or even a fully drafted story idea. They may refer you to an editor, and in some cases, those referrals can lead directly to media opportunities (like the time a freelancer connected me to an editor at a top tier publication for our client, resulting in a successful bylined piece). Rather than seeing this shift as a hurdle, we should view it as an opportunity: to build more meaningful, tailored and strategic relationships with our partners.