What Reporters Wish Every Nonprofit Knew

By Jeannette O’Connor

After many years of pitching reporters on behalf of nonprofits, foundations, and advocacy organizations, I can tell you that most organizations aren't struggling to get coverage because their work isn't newsworthy. They're failing because they've skipped a step: building the relationship before they need it.

The rules for building that relationship have shifted significantly, and if your team hasn't updated its approach, you're probably leaving coverage on the table.

Reporters Still Want to Hear From You

Here's the encouraging part: according to MuckRack's 2026 State of Journalism report, 86% of journalists say PR pitches inspire at least some of their stories. That's not a rounding error. Reporters still want to hear from us.

But here's the catch: 88% say they immediately delete pitches that miss their beat. Nearly half say they rarely receive outreach that feels genuinely relevant to their work. And 78% say a pitch only lands when it directly affects the community their audience cares about.

That's not a media relations problem. That's a homework problem.

Know Where Reporters Are

The reporter relationship used to start at a conference, on a phone call, or over coffee. Now it often starts on social media, so you need to know which platform each reporter actually uses.

Here's a quick map of where reporters are spending their time:

• LinkedIn is the most trusted platform among journalists, with 58% saying it treats journalistic content fairly. Policy reporters, health journalists, education writers, and public affairs correspondents are increasingly active here.

• Facebook ranks as the most valuable platform for journalists overall (28%), particularly for reporters focused on community-based and local stories.

• X is still active for journalists covering politics, breaking news, and fast-moving policy debates. Its influence has declined, but many reporters in the political and advocacy space are still engaged there.

• Bluesky has become a real alternative for journalists who have stepped back from X, particularly those covering civil rights, democracy, and social policy. MuckRack now tracks journalists on Bluesky, and its growth has been significant.

• Instagram and YouTube are rising for reporters who tell visual stories, particularly in health, education, and human interest.

  
  

Follow reporters where they're actually active, and engage with their work consistently, not just when you have something to pitch.

Build the Relationship Before You Need It

Social media presence is just one piece. The higher-value move is getting your executive director in front of reporters one-on-one, and the sooner the better.

Identify four or five reporters who regularly cover your issue space, and reach out to each individually to offer a one-on-one with your executive director. Your executive director should come prepared to discuss: where the organization is headed, the research and issues it is working on, story ideas that might be useful to that reporter, and what makes your organization distinct from others in the field. The goal is simple. When that reporter needs an expert, a data point, or a compelling human story, you or your executive director is the first call they make.

In-person coffee is always the first choice. Zoom works just as well when geography is a factor.

This is one of the highest-return investments in media relations that most nonprofits never make.

And don't overlook your board. A board member with an existing relationship with a reporter is worth 10 cold pitches. Ask your board regularly whether they have connections to journalists covering your issues. A warm introduction opens doors that a cold email often can't.

When You're Ready to Pitch

A few fundamentals that still trip up even experienced communications teams:

• Nail the subject line. Reporters decide in two seconds whether to open your email. Your subject line is the pitch before the pitch. Make it specific, timely, and clear about why it matters to their audience. Generic subject lines get deleted, full stop.

• Keep it short. Pitches should be under 200 words. If you can't make your case concisely, you haven't made it yet.

• Don't pitch everyone. The spray-and-pray approach was always a mistake. Sending a pitch that misses a reporter's beat signals you haven't done your homework, and that impression sticks.

• Offer access, not just information. Journalists don't just want data or press releases. They want compelling sources, credible voices, and real human stories. If your pitch leads with a report and buries the person, flip it.

• Time it right. One of the most common mistakes we see is pitching too late. Reporters need time to get editorial approval, do their research, and fit your story into their schedule. Pitch at least a week before your event or announcement, then follow up briefly the day before. Respect their time, and they're far more likely to give you theirs.

• Follow up once. One thoughtful follow-up a few days after your initial pitch is appropriate. Multiple follow-ups are not.

  
  

Close the Loop After Coverage Runs

This is where most organizations drop the ball. When a reporter covers your work, thank them, share the story widely across your channels, and tag them when you do. Reporters see who amplifies their work. Closing that loop is how a one-time pitch becomes an ongoing relationship.

The Bigger Picture

More than a third of journalists now self-publish outside traditional newsrooms through newsletters, podcasts, and independent platforms. If you're only pitching legacy outlets, you're missing a growing universe of credible voices with loyal audiences, many of whom are covering the exact policy and social issues your organization works on every day.

The media landscape is more fragmented than ever, but the fundamentals haven't changed. Know the reporter. Know their audience. Build the relationship, and the sooner the better. And make your pitch worth their time when the moment comes.