How Precision Outreach Boosts Response Rates by 5X
Getting media coverage used to be a straightforward equation where brands hired PR firms, firms pitched journalists, and stories got written. But that model isn’t holding up like it used to. Brands are finding it harder to break through, agencies are under pressure to prove their worth, and journalists are drowning in irrelevant pitches. The system is misaligned, and the industry is feeling it.
The Challenge: Volume Overload
Part of the problem is volume. Journalists today are flooded with pitches — around half of them receive more than 50 per week, with some receiving upward of 500 per day. Despite that, only a small number say those pitches are relevant, with a whopping 49% reporting that they rarely or never respond to PR pitches.
At the same time, newsroom staff is shrinking, leaving fewer reporters to cover more ground. That means brands hoping for coverage are competing with each other for the attention of journalists who are stretched thinner than ever.
An Industry Under Strain
The traditional PR model is increasingly unsustainable. Agencies are being pushed to deliver measurable impact beyond vanity metrics like media impressions, and many of the existing tools in the market cater to enterprise budgets rather than small to mid-sized brands. That’s why the industry is shifting toward smarter, tech-enabled PR solutions that focus on relevance over reach and relationships over volume.
Fortunately, new platforms are emerging to fill the gaps and modernize the way media connections are made. One of them is Press Hook, a platform aimed at streamlining the relationship between brands and journalists. Rather than relying on mass pitching or expensive agency retainers, it helps brands craft targeted outreach that aligns with what journalists actually need.
“We built Press Hook to bring balance back to the industry,” says Michelle Songy, CEO and Founder of Press Hook. “Our goal is to make it easier for brands to tell their stories, for agencies to deliver results, and for journalists to find the stories that actually matter. It’s not about sending more pitches but sending the right ones.”
Smarter, More Targeted Media Outreach
The shift toward more intentional and strategic media outreach isn’t a trend, it reflects where the entire industry is headed. PR is becoming more data-driven, with AI playing a larger role in curating media lists, tracking industry trends, and analyzing press coverage. But while automation can help with research, it can’t replace human relationships, which remain at the core of effective communication.
Mass pitching is no longer effective. Brands need a more thoughtful, strategic approach to media outreach, one that ensures their messages reach the right people in meaningful ways. Instead of sending out broad press releases and hoping for a response, companies are focusing on personalized engagement and positioning themselves as valuable sources within their industry. Personalized pitches, in particular, have been shown to result in a 5x higher media pickup rate, reinforcing the need for a tailored approach over generic outreach.
Self-service PR tools are also becoming more popular. With the rise of digital platforms, more brands are looking for affordable, user-friendly PR solutions that allow them to handle media outreach independently rather than relying on expensive agencies. Press Hook is part of this shift, providing brands with the tools to craft effective messaging, connect with relevant media contacts, and position themselves for stronger visibility.
“We help brands succeed in multiple ways. We ensure they target the right media, vet the media on our network, and help brands craft pitches that are worth reading and responding to. We do not allow them to spam,” explains Songy.
The numbers speak for themselves. Even with the rise of AI and better PR tools, only 3% of pitches ever get responded to (even a “no thanks”). When working with an experienced publicist, the percentage usually rises to around 5-10%. However, Press Hook (as of February 2025) is helping customers hit a response rate of 17%, achieving 5x the industry average.
Beyond performance, cost efficiency is also driving adoption. Traditional PR agencies often start at $5,000 to $10,000 per month, putting them out of reach for many smaller brands. In contrast, Press Hook offers plans ranging from $499 to $3,000, making professional media outreach significantly more accessible.
“Most PR tools today cater to enterprise budgets, leaving small and mid-sized brands without real options,” Songy explains. “We wanted to change that. Press Hook provides a cost-effective, user-friendly solution that makes media outreach, press release writing, and monitoring accessible and impactful for businesses of all sizes.”
Building Stronger Media Relationships
Trust is a growing challenge in PR, both between journalists and PR professionals and between brands and their audiences. Companies that rely solely on promotional messaging often struggle to establish credibility, making strategic and well-crafted media engagement more critical than ever.
Press Hook helps brands connect with journalists in a way that benefits both sides. For media professionals, it provides access to expert sources and timely, relevant press materials, cutting down on the noise of mass pitching. For brands, it ensures their messaging reaches the right media contacts rather than getting lost in an inbox filled with irrelevant outreach.
The Role of AI: Efficiency Without Replacing Authenticity
On top of other changes, AI is turning PR on its head, helping professionals analyze trends, monitor media coverage, and automate repetitive tasks like list-building and sentiment analysis. But while AI can make PR more efficient, it can’t replace the human element that makes PR work.
“AI is changing PR in fundamental ways,” says Songy. “It’s taking over the tedious tasks, allowing PR professionals to focus on building relationships and crafting powerful narratives. But at the core of PR is trust, and that’s something no algorithm can replicate.”
Brands that want to stay ahead in this evolving landscape need to move away from high-volume, low-value outreach and focus on precision, strategy, and authenticity. The PR industry is changing, but the fundamentals remain the same: the right story, placed at the right time, in the hands of the right media contact, is what drives impact.
It’s not about shouting louder, it’s about making sure the right people are listening.
