Imagine being a journalist for a moment. Would you rather read about “a disruptive AI platform” or hear from the NHS nurse who got ten hours of her life back each week thanks to that tech? There’s your answer.

In 2026, the brands that win earned coverage won’t just be the loudest or the most innovative. They’ll be the ones that help journalists do their job, by making their lives easier, not harder. That means stories led by people, driven by proof and told in plain English.

This isn’t about writing better press releases. It’s about becoming more useful, more thoughtful and more human in every interaction.

1. Tell stories about people, not product specs
 Journalists want stories that resonate with readers. That means people. Show us how someone’s life or business changed because of your tech. ‘Our AI automates workflows’ is boring. ‘It gave this NHS nurse back 10 hours a week’ is compelling. 
2. Use plain English, don’t drown us in buzzwords

Terms like “disruptive” or “transformative” are so overused they mean nothing. Write how you’d speak to someone at the pub. If a 15-year-old wouldn’t understand it, rewrite it. Clarity wins every time.

3. Do your homework first, don’t batch-send the same email to 50 journalists

Know who you’re talking to. Read our past articles. Reference something we’ve covered. Tailored emails show respect. Spray-and-pray is the fastest route to the spam folder.

4. Lead data to prove your case, don’t leave out the source if we want to fact-check
 If you’ve got original research, shout the headline stat early. ‘72% of IT leaders say X is failing’ makes me sit up. But data without a story or impact is just noise. 
5. Do bring your customer into the room, don’t be the faceless enterprise

Let your customers speak for you. Give journalists access. Case studies with real quotes are gold. Hearing from a CTO who bet their job on your product and won? That’s a story.

6. Create tension in your story, don’t assume your product alone is interesting.

Every great story has a problem to solve. What’s the challenge? What’s broken in the industry? Drama drives interest. No problem, no story.

7. Get to the point, don’t bury your hook in the fifth paragraph
Two or three tight paragraphs in the email body is all we need. Who, what, why now? Add a quote if you’ve got one. Make it easy to read on a phone between meetings. 
8. Plan your news cycle, don’t send a press release the morning of the launch.

Embargoes are your friend. A good story needs time. Give us 48 hours’ notice so we can ask questions, arrange interviews, and write something meaningful and not just reprint your release. Because we won’t.

9. Offer exclusives strategically, don’t call everything an exclusive.

Real exclusivity means one journalist, one outlet. Don’t offer it to five people. And only use it when the story genuinely has weight such as funding news, major partnerships, or juicy data.

10. Treat journalists as long-term partners, don’t go silent until the next launch.

The best PR people keep in touch, build relationships and share useful insights. They respond quickly when we’re on deadline. We remember who helps us do our job and who vanishes until they want something.

The bottom-line?

If you want more coverage in 2026, stop promoting and start helping. Journalists are professional storytellers and will repel against any attempted sales pitch. In fact, that could do you more harm than good. Give them better stories in the right way at the right time and they’ll give you the column inches you deserve.