BLS counts 39,250 in 2025 (not including freelancers) Census counted roughly 87,000 working journalists in 2024 which includes freelancers. BLS counts fell from 64,590 in 1999 to 39,250 in 2025. Census journalism employment increased between 2018 and 2021, then remained essentially flat Read more

Give away the ending: subject lines that state the finding outperform those that tease it. Name the fact, not merely the topic. Front-load the news. Use clean, intuitive ratios such as “1 in 5" over percentages. Overall, help journalists judge the story’s value at a glance. Our Read more

Authenticate your domain with SPF, DKIM, and DMARC. Use an established sending domain whenever possible. Build and protect your sender reputation over time. Keep spam complaints as close to zero as possible. Enable one-click unsubscribe to reduce spam reports. Verify and clean your Read more

1–2-year-old domains averaged 21.6% open rates 5–6 year old domains averaged 34.9% Established agencies performed no better than brand-new solo senders on young domains A young custom domain (under 3 years) actually opens worse than Gmail Even with identical, fully-configured authentication, Read more

SPF tells inbox providers which servers are allowed to send email on your behalf. DKIM adds a cryptographic signature to every email you send so providers can verify it's genuinely from you. DMARC tells providers what to do when SPF or DKIM fail. Incorrectly set up domains can reduce open Read more

Make the “why now” clear in every pitch by tying your story to seasonality, a trend, a recurring event, or breaking news. Put the timely hook in your subject line so journalists immediately understand why the story matters right now. Reinforce urgency in the first or second sentence of Read more

There's no shortage of advice on how long your email subject lines should be. It varies widely depending on the user’s platform, device, and factors such as desktop window size. But thinking about email subject line length raises even more questions: how many characters can be shown before a client Read more

Ever wonder how your competitor landed that PR coverage so quickly? Chances are, they used a content calendar and were planning way in advance. And although it’s important to stay flexible for tactics like reactive PR, planning is still essential in any PR strategy. In this post, we’ll walk Read more

Reddit is rapidly becoming one of the most influential sources shaping AI-generated buying recommendations. Reddit performs especially well for long, detailed, high-intent searches where buyers want real user opinions. Most brands underestimate Reddit because its visibility extends far beyond Read more

Read recent articles, not just bios. Use headline keywords as shortcuts. Never pitch the same story a journalist just covered (unless it's adding new value). Check for a 30-day publish gap. Track every journalist your team contacts. Over the past ~12 years of pitching journalists, Read more