Pitch Perfect: Decoding How Journalists Actually Want to Receive News in 2026

Blog post  •  18 Aug 2026 13:07

In online videogames journalism, the battle for media coverage is fierce. Writers inboxes are flooded daily with press releases, pitches, and media alerts. But how do the people on the receiving end actually prefer to get their news?

Every year we carry out a survey with both media and content creators to discover what they want to receive as well as how and when, so that we can find changes in behaviour, requirements and outcomes, better informing our clients and users of the platform.

It is by far the largest survey of videogames media worldwide, and the findings provide a clear roadmap for anyone from communications professionals to solo developers looking to cut through the noise, optimize their pitches, and build stronger relationships with the media.

The Inbox Remains Sacred

Despite the many collaboration tools and social media platforms available, the verdict on communication channels is nearly unanimous: 96.5% of journalists prefer to be pitched via email.

Although responses can be harder to come by than the past; average read-rates can be high, depending on your method of distribution, the accuracy of your contact database, and the day and time of distirbution.

Attempts to slide into DMs on platforms like WhatsApp, X (formerly Twitter), or LinkedIn are largely a waste of time and effort. When specifically asked about WhatsApp, and perhaps how we could modernise delivery, 78.2% firmly stated they do not want to receive press releases via the app.

Why This Matters

Email offers a distinct professional boundary. It is searchable, easy to categorize and tag incoming emails, and it's asynchronous, allowing journalists to review pitches on their own schedule without the intrusive ping of a mobile notification. Social media and WhatsApp are viewed as personal spaces; invading them with unsolicited professional pitches feels disruptive rather than helpful.

Cut the Fluff: The Goldilocks Press Release

When it comes to the length of a press release, longer does not mean better. Journalists are overwhelmingly looking for the 'Goldilocks' length: not too short, not too long, but just right.

75.7% of respondents prefer a medium-length release of around 400 words. Going even deeper, 40.8% emphasize that the most important element of an accompanying pitch is that it is 'to the point and informative.' Sure, puns are fine within your intro pitch, but when it comes to the release itself, be compact and deliver the biggest bang for your buck. The advent of short-form video is changing how everyone consumes information, and writers are no exception.Combined, 90.8% of all respondents wanted press releases no longer than 400 words (15.1% wanted 200 word press relases). 

Why This Matters

Time is a journalist's most precious commodity. A 400-word release provides just enough space to establish the five-why's, 'Who, What, When, Where, and Why' without burying the news in marketing jargon. Believe it or not though, marketing jargon is for important things like product descriptions. These can be within a press release or a pitch, but ultimately, a press release about a videogame is there to tell a story or inform readers of a new asset, feature or upcoming activity  If a reporter needs more depth (the 25.4% of respondants who want 'as much information as possible'), they will reply, request interviews or access additional linked resources. A concise pitch acts as an appetizer, not the entire meal.

Show, Don't Just Tell

A great story needs visuals. Media professionals rely heavily on provided assets to make their stories engaging. The top requested assets are screenshots, a link to a store page, key artwork and video. Interestingly, video was the number one request, in responses to our survery in 2023. Requirements are now much more evenly spread, but screenshots and store page link lead the way.But having the assets isn't enough; delivery is crucial. 44.7% want individual assets available directly at the bottom of the press release, while 28.5% prefer a one-click archive (like a ZIP file). This is why PressEngine offers both, because different writers work in different ways; you have to cater to everyone, because news articles are not as frequent as they were previously. The days of 30 news stories from each outlet, every day, are well and truly over. Given the nunmber of games being released each week, writers and editors now have to chose what to cover.

Why This Matters

Friction kills coverage. Embedding press kits, or allowing direct download from the bottom of the email ensures everything required to publish a story is immediately accessible, streamlining their workflow.

Timing, Embargoes, and the Art of Following Up

Pitching a story isn't just about what you say, but when you say it. While news generation happens evenly across morning, afternoon, and evening shifts, embargoed lead times are heavily favoured.

A combined 48.9% of journalists want embargoed news either a week (28.5%) or up to 2 days (20.4%) in advance. Only 14.1% prefer getting the news at the time of distribution. This helps to plan coverage where the competition is fierce. If they're able to view an unlisted YouTube video in advance, or download screenshots to understand game mechanics, do this - it will help you secure coverage.

What is a follow-up, and when should I do it?

Following up is an expected part of the public relations and content creator marketing role, but when and how you do it is vitally important.66.5% of journalists are okay with follow-ups, recognizing that they might miss an email the first time. However, nearly half (47.9%) want you to wait at least 48 hours before sending that first nudge, and 40.5% prefer a full week between outreach.

Why This Matters

Advance embargoes give reporters the runway they need to conduct research, draft copy, and schedule publication alongside the global lifting of the news. Similarly, waiting 48 hours to follow up respects their backlog; hitting their inbox multiple times in 24 hours could come across as impatient.This is why you can do follow-ups on PressEngine 24 hours after sending a release. We look at who hasn't covered your announcement, or read the original email, and those that have are excluded from your email audience; the emails only go to those who will move the needle on additional coverage. If you're a PR agency working for a large publisher, there may be pressure to chase on the day of publication, but if you don't have that coverage by 3pm, PDT on day-one, it's unlikely you're going to get that coverage today. Your growth from day-one is likely 10-15% additional coverage, so chosing the right time to send those follow ups is incredibly important.

As a summary, here's a short checklist for those without publicity experience, to enable you to get similar results to the pros:

Channel: Email only. Stay out of their DMs.Length: Try to leep it to around 400 words. Be informative, not promotional.Assets: Put high-res screenshots and video links in your email, or download links at the bottom.Lead Time: Offer a 2- to 7-day embargo for significant news. A new website is not siginificant - but a trailer or release date is.Follow-ups: Send a maximum of two follow-ups after 24 hours have passed, spaced at least 48 hours apart.