When you’ve worked in PR long enough, you know the thrill of a pitch that lands and the deafening silence of one that doesn’t. It’s easy to get caught up in chasing media hits and perfecting subject lines, but this year’s Cision State of the Media Report reminds us of something foundational: journalists are people first.
According to the report, 85% of journalists say the best way to start building a relationship is simply introducing yourself by email, even when you don’t have a pitch. Not a spray-and-pray blast. Not a connection request with no context. A thoughtful, relevant, human message.
As someone who leads media strategy for lifestyle, hospitality, financial, and association brands, this hit home. At The Cyphers Agency, we work with incredible clients like CovingtonAlsina, Blue Water, and SNAC International, and our best media wins almost always stem from a relationship, not just a release.
Why a “Hello” Goes Further Than a Headline
When we were preparing to announce CovingtonAlsina’s inclusion in the Gator100, we didn’t start with a pitch. We reached out to local business editors we’d worked with before, some of whom we’d only previously introduced ourselves to just months earlier. The follow-ups landed because the relationship already existed.
The Cision report echoes that: journalists want PR pros who understand their beat and add value. A genuine intro email tells them, “I know who you are, I respect your work, and I want to be a resource, not just send you another headline.”
What Makes a Good Intro Email?
At The Cyphers Agency, we’ve seen firsthand how this approach works — especially when we lead with respect, context, and clarity instead of urgency or asks. The intro email isn’t a soft pitch; it’s a strategic first impression.
Here’s what works for us:
- Personalization: Reference a story they’ve written or a trend they cover.
- Purpose: Be clear you’re not pitching, simply introducing yourself and your client portfolio.
- Positioning: Briefly mention areas you can support (topics, spokespeople, trends).
- No pressure: Offer to be a resource when needs arise.
When we did this ahead of SNAXPO, SNAC International’s bi-annual convention, it paid off. A few editors circled back a month later when working on industry roundups. They remembered the name, the voice, and the value.
Don’t Just Connect – Contribute
This isn’t about being transactional. As the Cision report puts it: “Too many PRs forget what the ‘R’ in PR stands for.” We need to focus less on conversion and more on connection. Journalists are under immense pressure—adapting to audience shifts, declining resources, AI disruption—and they need trusted sources more than ever.
At The Cyphers Agency, we’ve started approaching new media relationships like long-term collaborations. Whether it’s inviting a travel writer to experience Blue Water’s outdoor resorts or providing expert commentary from our legal and financial clients, we start small and offer support consistently. The pitch can come later.
We believe strong media relationships start well before the pitch. The 2025 Cision State of the Media Report makes it clear: journalists don’t want mass emails—they want meaningful connections. That’s why we approach outreach with strategy, not volume.
Before we pitch, we listen. Before we write, we research. And before we ask for coverage, we introduce ourselves as partners who understand the newsroom, the beat, and the audience.
So if your media strategy still starts with “send blast,” you may want to pause. Revisit what journalists are actually asking for. Then write one thoughtful email focused not just on your client, but on why working with your agency will make the journalist’s job easier, not harder.
That intro might not make the news, but it might make a connection. And that’s where the real PR magic begins! Ready to elevate your brand’s relationship with the media and achieve your objectives? Let’s make it happen!
