With so much at stake, understanding how to effectively engage with journalists and news outlets is more crucial than ever for businesses seeking meaningful coverage.
If you want to share your messages or information with the audiences who read or watch their content, you need to know what is expected.
Not every experience is adversarial, like the Prime Minister appearing live on TV, but like all the most important speaking opportunities preparation is key, which is why Osborn Communications offers clients media training.
Media training equips clients with the confidence and skills to effectively communicate their key messages when engaging with journalists, ultimately protecting and enhancing their reputation during high-pressure media interactions.
Clients receive invaluable expertise on navigating the modern media landscape, enabling them to transform potential communication challenges into powerful brand-building opportunities while avoiding common pitfalls that could damage their public image.
The opportunity
Recent data shows a resurgence in trust for traditional news sources, creating valuable opportunities for brands that know how to navigate these channels professionally.
The Reuters Institute Digital News Report shows trust in news media has increased from 28% to 36% in just one year.
According to Ofcom’s latest research, 69% of people now go online for news, while their Online Nation report reveals 64% browse online headlines weekly and 35% source news directly from social media platforms.
Major news brands command impressive monthly online audiences:
- Reach plc (Manchester Evening News, Birmingham Mail, Daily Mirror): 41.4 million
- News UK (The Sun, The Times, Sunday Times): 40.4 million
- Mail Online/Daily Mail: 37.4 million
- BBC News website: 37.0 million
Today’s journalists
With strong news experience, we understand that the modern journalist operates under dramatically different conditions than their predecessors.
Typically younger and digitally-focused, today’s reporters juggle multiple responsibilities simultaneously:
- Producing high volumes of weekly content
- Publishing breaking news to websites in real-time
- Managing social media feeds for both publishing and newsgathering
- Working with smaller teams, often remotely
What does this mean for your media relations strategy? Time pressure is the defining characteristic of modern journalism.
When reporters reach out, responding quickly and professionally isn’t just courteous—it’s essential for securing coverage.
Best practices for media engagement
When opportunity knocks, follow these proven strategies:
- Respond rapidly – Aim to acknowledge media inquiries within 10 minutes, even if just to confirm you’re working on their request
- Prepare thoroughly – Never “wing it” in media interactions
- Develop key messages – Create your core points and practice articulating them clearly
- Anticipate questions – Especially challenging ones that might arise
- Be transparent – If you don’t know something, say so and offer to follow up promptly
- Stay professional – Maintain composure even if questions feel hostile
For organisations looking to build stronger media relationships, the Chartered Institute of Public Relations offers excellent resources on developing effective media strategies.
Looking forward
As newsrooms continue evolving, the organisations that succeed in generating regular appearances will be those that understand these pressures and position themselves as reliable, responsive sources.
By acknowledging the realities of modern journalism and adapting your approach accordingly, you can transform media relations from a challenge into a significant competitive advantage for your business in 2025 and beyond.
Want to learn more about optimising your media strategy? Contact our team of specialists today.
If you’d like support with building or improving your company’s reputation, we can help. Osborn’s clients benefit from our years of experience generating positive content for different audiences. Drop us a line to book in a chat.