By Karen Mason, Rockford Gray, Senior Director
How to use data in Media Pitches Key Takeaways:
– Data helps validate your media pitch and makes it more timely and newsworthy
– National trends become stronger when paired with local relevance
– Journalists look for credible sources and real-world, local examples
Reporters are flooded with story ideas—but the ones that rise to the top are timely, relevant and backed by evidence.
Incorporating trends and data into a media pitch helps demonstrate that the story isn’t just interesting—it’s important. According to Muck Rack’s 2024 State of Journalism report, 68% of journalists say they want to see trend data in pitches.
What kind of data should I include in a pitch?
Think about what supports the story you’re trying to tell:
- Local statistics that show how a trend is playing out in your area
- National research that ties your issue to a broader narrative
- Internal data from your organization that gives insight into community needs, customer behavior or usage growth
For example, if your company makes a wellness product, consider pairing it with trending Google search trends around mental health or CDC data showing an increase in stress-related illnesses.
How do I turn data into a compelling story?
Start with the trend, then localize it. Pair numbers with a spokesperson or case study that brings the data to life. Avoid jargon and explain what the trend means in real terms.
A strong pitch might say: “Requests for our financial literacy program are up 40% this year, reflecting a national shift in how people are managing debt during economic uncertainty.”
Connecting data with real people
Trends and data can be the hook that gets your story noticed—but they’re just the beginning. What turns a pitch into a published story is the ability to connect those numbers to real people, local experiences and meaningful outcomes. Know the data. Then tell the story behind it.
Do you need a partner with your public relations and media strategy? Reach out to Rockford Gray and we can help.
About the Author: With more than 35 years of experience in news media, public relations and grassroots communications, Karen Mason is a seasoned public relations practitioner based in Breckenridge, Colorado. Utilizing her broad-reaching media contacts throughout Denver and Colorado, Karen develops and implements public relations and communication plans for a variety clients across a wide range of industries. Karen is originally from Minneapolis, Minnesota and earned her Bachelors of Arts degree in English from Colorado College.