Journalists are not looking for publicity. They are looking for stories with relevance, concrete data and real impact. Understanding what the media values is the first step towards achieving consistent visibility and, obviously, preventing press releases from being ignored.
In Portugal, where newsrooms operate with limited resources and high editorial pressure, knowing how to talk to journalists and build a relationship with the media based on trust makes all the difference. In this article, we explain, in a practical way, what journalists are looking for, how to align corporate communication with editorial criteria, and how to strengthen media relations in Portugal.
News relevance: the question that decides everything
Before opening an email, journalists perform a simple mental screening:
“Is this of interest to my audience?”
To be relevant, information must have at least one of these elements:
- Novelty (something that is happening now);
- Impact (economic, social, sectoral);
- Public utility (helps to understand a topic);
- Context (explains a current trend or issue).
Messages focused solely on the company, with no connection to the real world, rarely pass this filter.
The importance of concrete and verifiable data
Generalities do not make news. Journalists value:
- Figures (growth, investment, jobs created);
- Verifiable facts (dates, locations, results);
- Identifiable sources (spokespersons with position and context).
The more concrete the content, the less editorial effort is required and, consequently, the greater the likelihood of publication.
What makes them valuable in a press release: Clarity and objectivity
Time is the scarcest resource in a newsroom. Therefore:
- Clear titles beat creative titles;
- Direct leads are better than long introductions;
- Simple language beats technical terms.
A good press release or pitch quickly answers who, what, when, where, and why. The rest is just details.
Press release writing: Informative, non-commercial language
One of the most common mistakes is to confuse press relations with advertising.
Warning signs for journalists:
- Promotional adjectives (“unique”, “leading”, “innovative”);
- Commercial calls to action;
- Vague statements without proof.
The rule is simple: if it looks like an advertisement, it’s not news.
After sending the press release: Spokespersons who are accessible and prepared
Journalists value companies that:
- Respond quickly;
- Provide knowledgeable spokespersons;
- Respect editorial deadlines;
- They speak frankly, even on sensitive topics.
A skilled spokesperson adds interpretation and context, rather than simply repeating the press release. This transforms information into a story.
Trust is built over time
Strong media relations are not built on mass mailings. They are built on:
- Consistency (not just showing up when it suits you);
- Reliability (correct information);
- Respect (for journalistic work).
Companies that help journalists do their job better become recurring sources.
Right timing and personalization
Sending the right information at the right time is just as important as the content itself.
Good media relations practices:
- Be familiar with the editorial line of each medium;
- Adapt the angle to the journalist;
- Avoid shipments outside critical hours;
- Put into context why that topic is relevant now.
Transparency, especially in difficult contexts
In situations of crisis or controversy, after sending a press release, journalists value:
- Quick responses;
- Assumption of responsibilities;
- Clear information about measures taken.
Silence or evasion undermine credibility and damage relations with the media.
In short, journalists value relevance, accuracy, clarity and trustworthiness. Companies that understand these criteria stop ‘trying to get noticed’ and start contributing to public information.
Knowing what journalists value in a press release and investing in a professional relationship with the media is the surest way to achieve a sustainable media presence in Portugal.
Would you like to align your communication with media editorial criteria? Contact us and evaluate your media relations strategy.
