5 tips to create content that HR journalists are looking for (from journalists themselves)

Journalists get sent so much content and so many pitches and yet only a handful of these ideas will get published. So what are journalists really looking for?

Especially in a niche sector like HR, journalists are seeking particular information and content styles to support and engage their audiences. 

As part of our HR Media Report 2021, we spoke with HR journalists to uncover everything brands must do if they want to gain coverage in this space. Here’s what they had to say:

Content tip 1: Use news releases for multiple benefits

"Press releases are great - even if I’m not writing about that topic at the time. They give me insight into what’s happening in the market. I probably wouldn’t use a press release immediately, but they all get filed away until I cover that subject. It’s also a good way to find new spokespeople."

Sometimes, journalists aren’t looking to cover a particular topic at that very moment but they may save the information for future use. Even freelancers, like the one quoted above, who don’t have publications to issue news directly through, may save the insights to incorporate into future articles. 

Beyond this, if your info or news release isn’t featured at all, by sending it to a journalist you’re opening up new opportunities for yourself, introducing important spokespeople and making yourself memorable for future journalist requests.

It’s key to remember that journalists look for news releases to use as stories in themselves or to help build connections and information for the future.

Content tip 2: An educational angle is a must

"HR readers like knowledge, stats and experiences. They are continually seeking to develop their understanding."

HR audiences are all about development - they want to learn market insights to help them develop their own strategies and help their own people. 

We say it all the time, but HR brands providing content in this space must ensure that this is the no.1 aim of their work: to provide valuable expertise and knowledge that guides readers. 

HR journalists, of course, need to satisfy their audiences so they’re always looking for this style of content.

Content tip 3: No promotional content. Ever. 

"Three words turn me off - 'sales, sales and sales!' HR more than most do not want to be sold to, and salesy articles make me cringe. If news releases are sales and product focused, they rarely gain publication."

On the back of point no.2, because HR readers are seeking to learn, they are not in this space to directly buy.

HR publications, therefore, aren’t going to be part of a brand’s sales machine and share sales messages with their audiences. 

Audiences will be more compelled to buy from those who have offered expertise, support and knowledge. The brands that find useful ways to reiterate key messages (without selling via PR) will add the greatest value to their marketing machine.

Content tip 4: Stay on top of trends to ensure you provide fresh angles

“I'd recommend looking at a current trending topic but approaching it from a totally different angle, such as 'While everyone is talking about mental health, has diversity been forgotten?' and analyse how much research has been done on mental health and how little has been done on D&I.”

This tip is important no matter what subject you’re looking to cover in your article or news release. 

So many subjects have been covered in-depth in the HR Media (check out our HR Media Report for the full list) and journalists receive hundreds of news releases and pitches daily.

Brands that want to truly impress journalists and their audiences will understand how to take trending topics and add fresh insights or an entirely new spin on the matter to create thought-provoking content.

Content tip 5: Headlines that grab attention have a specific style

"The best headlines are those with attention-grabbing stats or ones which will clearly advise, interest and engage readers."

Just like your story angles, your headlines should be educational but they must really pack a punch to be engaging. 

You’ve got to be able to summarise in-depth research or valuable pieces of advice in a short title that will intrigue a journalist.

And ‘short’ really is key here: Our research found that the average headline in a HR publication only has 9 words or 60 characters. Overall, a concise, precise but punchy headline is essential to hook HR journalists and their readers from the get-go.

To find out the most in-demand subjects across the HR media and the trends that will help you gain coverage in this space, download the HR Media Report 2021.