Even today, 86% of journalists receive press releases that are unrelated to the topics they cover (Mediaddress report "Journalists and Press Offices 2026"). Targeting remains the cornerstone of public relations. Here are five tips for effective targeting.
Tip 1: Follow journalists' career developments
Within the same newsroom, a journalist may cover several beats at once or switch topics over the course of their career. Keeping a distribution list up to date is therefore essential. Several habits can help you stay informed. According to the latest Mediaddress report, 71% of journalists use LinkedIn as part of their work. Reviewing their online profile is a good starting point. A phone call or email can also help confirm the topics they cover. As Gabriel Nedelec, journalist at Les Echos, recently advised, "to avoid sending irrelevant press releases or targeting the wrong journalist, press officers should read the press and review the latest articles published by reporters. This will help them understand the subjects they cover, the angles they take, and the formats they use." The masthead of a publication can also provide this information.
Tip 2: Learn about each media outlet's journalistic formats to adapt your press release
Relevant targeting also requires understanding the editorial line and formats developed by each newsroom. A national television channel, a monthly magazine, and a digital-only news outlet do not have the same constraints or publication schedules. Sending a press release without visuals or filming opportunities to a television journalist, for example, is unlikely to produce any results. As Gaëlle Borgia, television journalist and correspondent, explained in our latest PR Keys feature, "you need to adapt your pitch to the media format. For television, I need images and strong visual sequences. (...) The first question I always ask is: what are we going to show on screen? What sequence in action can you offer?" A press release that ignores the constraints of its target media outlet has little chance of being used.
Tip 3: Make sure the angle of the press release matches the media outlet's editorial line
The same topic can be covered differently depending on the newsroom. For the launch of an electric vehicle, for example, a specialist automotive publication will focus on technical performance, a business publication on the manufacturer's strategy, and mainstream media on price and accessibility. Before distributing a press release, communications professionals should ask themselves a simple question: if I were a journalist at this publication, would I be interested in this story as it is presented? Effective targeting is not limited to identifying the right journalist. The news angle being promoted must also match the interests of the targeted newsroom.
Tip 5: Do not overlook freelancers in PR campaigns
Freelance journalists are often the forgotten group in PR campaigns. Yet they represent a valuable communication opportunity. Unlike a staff journalist attached to a single newsroom, a freelancer may write for several media outlets at the same time. Identifying the publications they contribute to and the topics they cover is therefore useful. The same story may interest them across multiple outlets. However, as with staff journalists, "the information we receive must be targeted" reminds Thierry Butzbach, freelance journalist, in a previous interview with MediaConnect. To identify freelancers, communications professionals can consult freelance directories, journalist associations by sector, trade shows, or the MediaConnect platform, which provides a qualified database of newsrooms.
Tip 4: Optimize the visibility of your press release on platforms and AI search engines
In 2026, email distribution alone is no longer enough. Research habits have changed. According to the Mediaddress report, 73% of journalists use artificial intelligence in their work, including 36% for research purposes. Press officers therefore have every interest in ensuring that their content is indexed by generative AI search engines. To achieve this, it is advisable to publish press releases on their own website and in open press rooms such as MediaConnect. This strategy allows generative AI systems to collect the information and cite it as a source.
Q&A :
What is targeting?
Targeting consists of selecting the most relevant journalists before distributing a press release. It is based on specific criteria, including the topics they cover, the editorial line, and the format of each media outlet.
Why is targeting essential in public relations?
Accurate targeting increases the chances of reaching the right contact and gaining visibility.
How can you find the right journalist contact details?
Several sources can help maintain an up-to-date contact list, including LinkedIn profiles, presentation pages on news websites, freelance journalist directories, and qualified databases such as the MediaConnect platform.
Should press releases be sent to freelance journalists?
Yes. Freelance journalists write for several media outlets and may cover the same story across different publications. However, the information sent to them should be targeted and relevant to their areas of interest.
How can you improve the visibility of a press release with generative AI?
To improve visibility on generative AI platforms, press officers should implement a GEO (generative engine optimization) strategy. To learn more, discover our webinar on the subject.
