By Ceciliah Kimuyu, Communications Expert
You send a well-crafted press release, yet the anticipated coverage never comes. No calls. No responses. No story.
If that sounds familiar, you’re not alone.
In Kenya’s fast-moving media environment, journalists work to tight deadlines, juggle multiple assignments, and sift through dozens of pitches every day. Even a strong story can miss the mark if it reaches the wrong person, arrives at the wrong time, or lacks a compelling editorial angle.
To understand how PR professionals can improve their chances of success, I spoke to Kenyan journalists about what they wish communicators understood about today’s newsroom.
FIND THE STORY BEFORE YOU PITCH IT
The biggest mistake many organisations make is leading with their own agenda rather than the story itself.
As Peter, a veteran travel journalist, puts it: “If you don’t know what’s unique about your story, then it’s not for me.”
Too often, the genuinely newsworthy angle is buried beneath corporate messaging. Journalists are looking for relevance, impact, and human interest, not marketing copy.
This is especially true as Kenyan newsrooms increasingly favour people-centred storytelling. Partnerships, funding announcements, and project launches may matter to organisations, but journalists want to understand how those developments affect real people and communities.
Before pitching, ask yourself: What is genuinely new here? Why should audiences care? What makes this different from similar stories?
If you can’t answer those questions clearly, a journalist probably can’t either.
KNOW WHO YOU’RE PITCHING TO
A strong story can still fail if it lands with the wrong journalist.
Kenyan reporters increasingly specialise in sectors such as business, health, technology, agriculture, climate, or education. Understanding a journalist’s beat, recent work, and interests significantly improves the chances of coverage.
As business reporter Boniface says: “Pitching a story to the wrong journalist is a recipe for an early death.”
Research matters. Read recent articles, understand the journalist’s focus areas, and tailor your pitch accordingly.
It’s also important to know when to approach a reporter and when to engage an editor. Reporters are often the best contacts for routine announcements, while editors may be more appropriate for exclusive interviews, opinion pieces, or major campaigns.
BUILD RELATIONSHIPS BEFORE YOU NEED THEM
Successful media engagement rarely starts with a press release.
Journalists consistently emphasised the value of early engagement. Informal briefings, coffee meetings, or background conversations help reporters understand complex issues and build familiarity with organisations long before a major announcement.
As lifestyle journalist Elvis notes: “Don’t wait until 1st December to invite me to the World AIDS Day event and expect me to attend and get the story covered.”
Giving journalists time to absorb context, ask questions, and identify potential story angles often leads to stronger coverage than a last-minute invitation.
THINK BEYOND NAIROBI
Many organisations default to pitching Nairobi-based media, even when the story is happening elsewhere.
But regional correspondents often provide deeper, more nuanced coverage because they understand local contexts, communities, and issues.
If your story is centred in Kisumu, Mombasa, Eldoret, Garissa, Kakamega, or Turkana, local journalists may be better positioned to tell it authentically.
For national campaigns, combining regional and national media can deliver the strongest results.
TIMING MATTERS MORE THAN YOU THINK
A good story pitched at the wrong time can easily be overlooked.
Journalists are balancing deadlines, assignments, and breaking news throughout the day. Reaching out when they are rushing to file stories is unlikely to generate much engagement.
Many reporters recommend sending pitches and making calls during the morning, when there is more time to consider potential stories.
The same principle applies to events. Press conferences scheduled late on a Friday afternoon, for example, often struggle to attract attendance regardless of how important the announcement may be.
Increasingly, journalists prefer concise releases, supporting materials, and access to knowledgeable spokespeople over lengthy events that offer little additional value.
BROADCAST NEEDS MORE THAN A PRESS RELEASE
Television and radio operate differently from print and online media.
Television journalists need compelling visuals. A row of executives seated behind a table may satisfy stakeholders, but it rarely makes engaging television.
Radio journalists, meanwhile, need articulate spokespeople who can explain complex topics clearly and confidently.
When planning media outreach, think beyond the announcement itself. Consider what audiences will see, hear, and connect with.
TRUST IS EVERYTHING
One lesson emerged repeatedly from journalists: credibility matters.
If you promise an exclusive, honour it. If you commit to providing information, deliver it promptly. If a journalist reaches out for clarification, respond quickly.
Media relationships are built on trust, and trust takes time to earn but can be lost very quickly.
The same principle applies to follow-ups. Journalists understand that communicators need results, but persistent calls and repeated emails rarely improve the odds of coverage.
A polite follow-up after a few days is reasonable. Beyond that, it may be time to reconsider the angle rather than continue chasing a response.
THE BOTTOM LINE
Kenya’s media landscape has evolved significantly. Leaner newsrooms, tighter deadlines, digital publishing, and greater specialisation mean that traditional media relations approaches are no longer enough.
The fundamentals, however, remain unchanged.
Lead with a genuine story. Understand your audience. Respect journalists’ time. Build relationships before you need them. And above all, focus on creating value rather than pushing messages.
The most successful PR professionals are not simply pitching stories, they are becoming trusted sources.
And in today’s newsroom, trust remains the most valuable currency of all.
