I talk to reporters every day, many early in their careers.

We have also recently passed the two year anniversary of Cogcast, a podcast I co-produce where journalists across industries openly share how they prefer to interact with comms teams. Through those conversations, it became clear that this new wave of journalists has carved out its own way of working with the media world.

Here’s what I’ve learned:

Need for cross-sector expertise

Reporters early in their career are now often tasked with a broad beat from day one. Muck Rack’s 2022 survey noted that reporters today cover four separate beats. One moment they might be writing about equity markets, and next they switch to crypto.

Effective PR pitches may need to go beyond a single sector. The key is to craft story angles and introduce experts that remain relevant across multiple beats, without complicating the subject matter.

Digital natives value offline engagement

It may surprise you, but the new generation of reporters do want to connect in person. Think of office intros, client events or even casual coffee meets. Lots of reporters don’t have the traditional 9-5 office routine, so offering to meet them outside the newsroom, even when there is no news to discuss, is always welcomed.

For example, we recently organized an informal networking hour with a client to watch a soccer game and decided to also invite several journalists. Judging by the turnout, there are a number of soccer fans in NYC.

That’s not to say that digital tools are not essential in establishing and strengthening connections – LinkedIn in particular. The Muck Rack State of Journalism 2025 report found 60% of reporters consider LinkedIn a trustworthy source for news, making it a key platform for both PR professionals and industry experts to share timely insights, while maintaining relationships.

Cold-calling has gone the way of the typewriter

Some of my colleagues would debate me on this, but calling reporters out of t blue is just not effective anymore. The next-gen reporters I spoke with universally dislike unexpected phone calls, especially from unknown contacts. Most are open to a quick WhatsApp text (yes, even in America) once you’ve made the initial connection. It’s faster, safer, less intrusive and better than a surprise phone call.

New reporters love crash courses

Reporters at the start of their careers typically rotate through different beats, covering unfamiliar topics. You can establish a valuable connection by simply offering a crash course with an expert, who can break down the sector, talk about recent developments and what’s worth paying attention to. This tactic may not immediately lead to coverage, but it will establish a meaningful relationship and plant the seeds for a future story.

Low journalist response rate (72%) is a top challenge for comms professionals. PR success today requires understanding how emerging reporters approach their daily work. Engaging reporters in person, maintaining digital touchpoints and providing expert knowledge across their multiple beats could help you break through the noise and establish meaningful relationships early on.

David Asatryan is an account manager in Cognito’s New York office