By: Kate Sarmiento

When you hear “Public Relations,” you might instantly think of stylish events, influential personalities, or flashy media coverage. Sure, it looks effortless, and PR often has its sparkly moments. But behind every media-worthy moment is a hardworking professional who skillfully transforms creative ideas into compelling stories that can truly get noticed. And it’s showing results!

The PR industry is thriving, and brands increasingly recognize its value, pushing the market from $106.48 billion in 2024 to a projected $112.98 billion by 2025 (Source: Research and Markets, 2025). In other words, it’s a great time to be in PR… but only if you can rise above the noise.

Because here’s the thing: with more opportunity comes even tougher competition. So, what skills do you need to stand out (and avoid being left on “read”)?

1. Hone the Art of Storytelling

Forget the press release parade and those tired “we’re thrilled to announce” emails. Modern PR isn’t just about broadcasting. It’s about engagement. If you want media coverage, you need to stop announcing and start storytelling.

If you’re skeptical, consider this: around 25% of journalists report receiving over 100 pitches every week. Yet only 3% of those pitches are published (Source: Avaans Media, 2025). Why? Most pitches are forgettable fluff. A well-crafted story—one with heart, edge, and a reason to care—will cut through the noise.

The oversaturated media world means PR pros can’t just push a narrative; they have to build one worth following. Crafting authentic, scroll-stopping stories that spark curiosity, start conversations, and drive action is increasingly essential.

So, how do you do it? Here are a few storytelling tips: kill your buzzwords, hook ’em in the first sentence, reel them in with the beating heart of the story, build tension, and keep it short and juicy.

2. Mass Pitching Isn’t Ineffective, It Just Needs Refinement

Personalization is powerful, but let’s be real…sometimes you might need to cast a wider net. Product launches, trend pieces, and breaking news can be moments where mass pitches work well. The trick is to do it without making journalists feel like one of 500 poor souls in your email blast.

Mass pitching has the potential to scale your reach, generate momentum, and spark unexpected pickups. It’s not inherently flawed, it’s just often misused by people who don’t have a plan.

To do it right:

• Segment your lists and customize by beat, outlet type, or region.
• Use personalized tags beyond “Hi, FirstName.”
• Tell a clear, irresistible story that can stand on its own.

And don’t be sloppy! Around 77% of journalists say irrelevant pitches could get you blocked faster than you can say “bumping this up” (Source: BuzzStream, 2025). If you want journalists to care about your pitch, make it personal.

3. Get Comfortable With AI (It’s More Helpful Than You Think)

AI isn’t taking your job—it’s handling your boring tasks.

PR pros already know what’s up. Sixty-four percent use AI for social media, 58% use it to draft press releases, and 54% use it to craft pitches (Source: Agility PR, 2024). Smart teams aren’t fighting tech; they’re delegating the busywork so they can stay laser-focused on the good stuff, like strategy, storytelling, and relationship-building.

The future of PR isn’t man vs. machine. It’s humans using the ideal tools available to create sharper stories, faster moves, and more impactful wins, the way we’ve always done.

Adapt. Experiment. Succeed. Or risk getting left behind by the bots and the brands that recognized the future coming.

4. Relationships Are Your Valuable Asset

Think PR is all about sending emails? Think again. Over 85% of PR professionals spend at least a quarter of their workweek managing media relationships (Source: Redline Digital, 2024).

Real PR magic happens behind the scenes, building trust, nurturing connections, and opening doors you didn’t even know were there. But here’s the catch: it’s not as easy as sliding into a journalist’s DMs.

Finding the right media contact is tougher than ever, with 61% of PR pros admitting they’re struggling to make the right connections (Source: BuzzStream, 2025). Welcome to The Circle, PR edition.

Building trust takes time. PR pros show up and learn what journalists actually care about. They respect inboxes like sacred ground. They deliver good stories, consistently. Good PR is 10% pitching, 90% not being annoying.

5. Accuracy: Your Reputation Relies On It

In PR, your reputation is everything. With misinformation lurking around every corner, accuracy has become increasingly important. Today’s PR pros don’t just pitch; they help counter misinformation by promoting honest, fact-checked narratives (Source: PRSA, 2025). A single error can harm credibility, but an ongoing commitment to accuracy can help establish PR professionals as trusted partners for journalists and audiences alike.

6. Understanding Industry Challenges

Not all PR is created equal. Industries like fashion, beauty, or education often present unique hurdles. These sectors tend to have lower success rates for media coverage because competition is fierce (Source: BuzzStream, 2025). This isn’t to discourage you, but it’s essential to know your battleground. Identifying these challenges helps you strategize better, increasing the chances your pitches hit their mark.

7. Patience & Persistence Are Essential

Results in PR often don’t happen overnight. Almost half of PR campaigns take at least 3 to 6 months to show measurable success (Source: BuzzStream, 2025). Successful PR pros regularly juggle multiple projects, consistently tweaking strategies based on analytics to improve results over time. It takes patience, persistence, and flexibility to thrive in this field.

Take It From a Pro (Who’s Been There, Pitched That)

If you’re still wondering whether you have what it takes, consider the experience of someone who’s navigated the PR landscape successfully. Marley Peters, Co-founder and Campaign Director at Don’t Be A Little Pitch, spends her days crafting strategic PR campaigns, balancing creativity with sharp analytics, and transforming brand messages into stories you actually want to read.

From mastering personalized pitches that often hit their mark to staying ahead of digital trends and AI innovations, Marley moves through the fast-changing media landscape with ease… and a sense of humor. Her secret? An unwavering commitment to authenticity, accuracy, and genuinely irresistible storytelling.

In other words, Marley isn’t just talking the PR talk; she’s walking it (usually quickly, coffee in hand, and a dozen tabs open simultaneously on her laptop). Her journey suggests PR success isn’t about being perfect. It’s about passion, adaptability, and knowing exactly how to make every pitch count.

Ready to Get Pitching?

If you’re considering a career in PR, sharpen your storytelling, personalize every interaction, stay digitally agile, embrace AI, and uphold unwavering accuracy. Develop these skills, and you’ll likely not just navigate PR but excel in it.

Whether you’re new to the game or looking to level up, it’s time to get out there and pitch like you mean it. Visit Don’t Be A Little Pitch today for expert insights and industry tips. And who knows? The next big PR success story might be yours.

Published by Joseph T.