Journalists are under more pressure

In today’s fast-moving media landscape, building strong relationships with journalists has never been more important. With inboxes overflowing and the rise of generic AI-generated content, journalists are under more pressure than ever to sift through vast amounts of information.

Standing out in that noise takes more than a well-written press release, it takes personal connection.

Many of the journalists we work with tell us how refreshing it is when someone picks up the phone to pitch an idea directly. While so much communication now happens over email, a quick conversation can make all the difference. That personal engagement not only builds trust, it also helps ensure our content is valued and used.

At Brookes & Co, we place great emphasis on this kind of relationship-building. It’s why we don’t just rely on press releases; we make sure we’re engaging with journalists as people, not just names on a list.

Here's why it matters:

• Journalists are overwhelmed - with inboxes full of generic content, personal contact helps us stand out.
• Picking up the phone counts - many say they love a direct pitch because fewer PRs are doing it these days.
• Trust builds coverage - personal relationships mean journalists value what we provide and use it more often.
• We invest in tools - like the ResponseSource Journalist Enquiry Service, which lets us cut through the chatter and respond with exactly what journalists need, from expert comment to case studies.

For our clients, this means stronger coverage, faster opportunities, and placements that truly align with their target audiences.

Ultimately, successful PR isn’t just about sending information out into the world, it’s about building trust, understanding, and credibility with the people who will share those stories.

Personal contact

In an age of information overload, never underestimate the power of personal contact.

Get in touch with the team at Brookes & Co to find out more.