The media landscape is changing quickly, and recent developments in Pittsburgh have made that shift especially visible. If it feels overwhelming to navigate, that’s understandable, and it’s why having a clear, strategic approach to pitching has never been more important.
Newsrooms across the country continue to evolve in response to shifting consumer habits and the economic realities facing print journalism. Locally, those changes are already reshaping how stories are told and who is telling them:
- Trib embraces future with expanded digital access, fewer print editions
- Pittsburgh City Paper ceases operations after 34 years in print
- Post-Gazette to publish final edition and cease operations on May 3
- Trib expands to fill Pittsburgh’s newspaper void
The takeaway is clear: media relations today isn’t just about pitching; it’s about pitching smarter. Breaking through requires a greater focus on pitching the right story, to the right media, at the right time.
The Right Story
Strong pitches are clear, concise, and compelling. Not just to you, but to people outside your organization. Reporters need to understand why your news matters and why now is the right time to share it. A few questions to consider:
- Is your story tied to a timely issue?
- Does your story offer new data or insight?
- Does your story position your organization and/or spokesperson as a credible voice on a topic people care about?
Localization is also critical. Broader stories resonate more with local media and local audiences when they’re grounded in Pittsburgh-specific impact, trends, or expertise. Reporters are expected to do more with fewer resources than ever, so helping them quickly understand relevance goes a long way.
The Right Media
Gone are the days of “spray and pray” pitching. With a smaller media ecosystem, quality over quantity matters now more than ever. Identifying reporters who have covered similar topics, understanding their audience, and building genuine relationships are now essential parts of the media relations process.
In today’s environment, it also helps to recognize that media business models have changed. Sponsored content and advertising partnerships are increasingly part of the mix. While earned media still carries unique credibility, paid and earned strategies often work best when executed together.
The Right Time
Even the strongest story can miss the mark if the timing is off. Unless you’re promoting a specific event or launch date, flexibility is key. Competing announcements, breaking national news, major weather events, or Pittsburgh’s passionate sports culture can quickly shift media priorities.
Locally, timing nuances really matter. Snowstorms, playoff runs, and citywide moments like the 2026 NFL Draft or DICK’s Sporting Goods Pittsburgh Marathon can dominate coverage. Being prepared to pivot can make all the difference.
The Bottom Line
Even as Pittsburgh’s media landscape continues to shift, the need for meaningful, community-focused stories hasn’t changed. With a more mindful approach and kreative execution, our team at Mindful Kreative is here to help guide you through the noise and ensure your story lands where it matters most.