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2024 PR Guide to Effective Media Engagement

by medianet

In this guide, we combine 5 years of learnings from surveys with Australian journalists to discover how and when they want to be pitched to, what to avoid, and what to look out for when engaging with the media.

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of journalists rely on industry and professional contacts to source their stories.


of journalists read less than a paragraph when receiving a pitch or press release.


of journalists prefer to be contacted by email when receiving a pitch from PR.

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Discover Medianet

Find media contacts

With over 36,000 media contacts and outlets to explore, truly understand each contact with an in-depth profile packed with biographical information that includes achievements, career history, awards and personal endeavours, so you can tailor your pitch to suit them perfectly.

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We update 15 records in the same time it takes you to drink your coffee! 

36,000 contacts and outlets

We reach the entire ANZ media landscape.

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Build and plan your press release, browse a range of pre-built lists, and schedule your send with our press release builder.

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When you distribute with Medianet, you can use your own lists or choose from our range of pre-built lists. Build, schedule and send from one place.

Get pitched by our editorial team

With over 40 years in Australian media, we've built a trusted reputation with journalists who trust our daily selection of newsworthy press releases.

Promote press releases

An increasing number of journalists are sourcing stories on social media. Ad-driven distribution gives you the opportunity to reach journalists outside of traditional pitching methods. 

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50,000 guaranteed impressions

Reach your audience faster with direct placement on major, local and regional news sites across Australia and New Zealand and get 50,000 guaranteed impressions.

Optimised for consumption

We adapt your press release and turn it into  multiple formats and ad variations that perform  on platforms such as  Instagram, Facebook and LinkedIn as well as on Australia's top news sites.

Find your coverage

Find your media coverage and prove your media outreach success with our AI-based Pickup Tracker.

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First of its kind

Get ahead of the game with Australia's first and only Pickup Tracker capable of giving you an early indication of your press release pickup.

Prove your impact

Inspired by a fundamental challenge that many individuals in public relations experience, our exclusive Pickup Tracker saves you significant time and effort by automatically consolidating press release pick-up across online media outlets.

Track your PR success

Take your PR strategy to the next level with our most accessible media analysis reports included in our Pro, Enterprise and Insights+ plans.

Explore our Media Activity Report

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Media Activity Report

Explore the depth of your media coverage and get deep insights into the outcome of a campaign with our Media Activity Report.

Beyond vanity metrics

Look beyond meaningless stats to understand sentiment, spokesperson performance and key message delivery for the coverage of any press release you distribute.



of survey respondents have experienced abuse or harassment because of their profession and work in the media.


Story Sources

Industry and professional contacts remain the top story source for journalists (used by 90% of respondents).



of all male respondents who disclosed their pay said they earn more than $100,000 p.a., compared to 20% of females and 13% of non-binary journalists.

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