[PR Webinar] How to Increase Media Pickup: What Newsrooms Want in 2025

The way newsrooms decide what gets covered is changing:  

• Audience interests are evolving
• Editorial teams are stretched thin
• Global events are reshaping how local outlets frame stories 

That’s why I’m excited to join our upcoming webinar, hosted in partnership with The Canadian Press, alongside two leaders who bring unique perspectives to this conversation.

Together, we’ll explore what’s driving newsroom decisions today and, more importantly, how communicators can adapt to increase coverage. 

Expanding Media Reach: Aligning Your Story to the Newsroom 

📅 Tuesday, Sept. 9, 2025 
⏰ 12pm ET 
➡️ Register Now 

Keep reading to learn more!

What We'll Cover in Our Public Relations Webinar

Here’s a preview of what you can expect from our live session featuring Kate Hopwood, Business Editor at The Canadian Press, and Lisa Covens, SVP Public Affairs and Communications at Leger: 

• Audience Shifts and Political Change: How public sentiment and political priorities influence which stories gain traction. 

• Global Meets Local: How newsrooms connect international events to regional stories that matter to their readers. 

• Adapting PR Outreach: Practical ways PR teams are tailoring pitches for both regional and international audiences. 

• Supporting Journalists: What reporters actually need from PR pros to shape stories that resonate. 

If you're looking for a fresh perspective on how to align your outreach with newsroom needs, this is a discussion you won’t want to miss. Register now to learn how you can expand media reach. 

Why This Conversation Matters Right Now

You might be asking: Why do some stories break through while others get ignored?

Often, it comes down to timing and positioning. Stories tied to economic pressures, government policy or cultural issues rise to the top because they reflect what audiences care about most at the moment. 

Another common question is: What do journalists actually need from PR teams right now?

The answer is simple – relevance. Yes, relevance is the deciding factor. Reporters are looking for well-positioned narratives that help them connect global and local angles in a way that matters to their readers. 

That is exactly why we are hosting this webinar. By hearing directly from newsroom leaders and experts in audience research, you'll get a clear understanding of how to shape your outreach for today’s media environment.