The media landscape continues to shift and fragment, with audiences increasingly turning to alternative sources for information. It would be shortsighted to assume this change is only happening on the consumer side.
Journalists are evolving, too.
More and more, reporters are building their own platforms on Substack, Blue Sky, X, Instagram, and LinkedIn. In many cases, they are sharing news, sourcing stories, and engaging with audiences directly through their personal accounts, sometimes even before it reaches their publication.
Don’t fret! Traditional email pitching is not going anywhere. It remains a critical and foundational tool. It’s just not the only door.
If a journalist is actively reporting, sourcing, or engaging on a social platform, it is both appropriate and strategic to meet them there. Reaching out via DM in those cases is not intrusive or rude. It is aligned with how they are choosing to work and communicate.
The key is intentionality. Outreach should be thoughtful, relevant, and respectful of the platform’s tone and norms. Lead and end with kindness. Begin the message with an introduction and end it with an offer to connect over email.
Another piece of advice: Take some time to identify journalists and follow them on social media. Too often, we wait until a client’s need arises to begin outreach. But what if the relationship already existed?
As someone who is newer to the public relations industry, I’ve learned that one of the most valuable things you can do early in your career is build relationships with reporters and editors before you “need” them.
Start by paying attention to them. Follow local journalists, read their work, engage with their posts when it feels natural. You’ll begin to understand what they cover, how they think, and what kinds of stories resonate with them. That insight is just as important as any media list.
Relationship-building in PR is not transactional. It is not just about the next pitch. It is about showing up with intention and demonstrating that you understand their beat and their audience. When you eventually do reach out with a story, you are no longer a stranger in their inbox or DMs. You are someone familiar, thoughtful, and credible.
And remember, whether you are pitching via email or DM, the fundamentals remain the same. Be clear. Be concise. Be relevant. Respect their time.
The landscape may be evolving, but strong relationships and good storytelling will always be at the center of what we do.
Devine + Partners is a Philadelphia public relations agency. We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
