If you've ever wondered why one story secures headlines while another barely gets a response, you're not alone, and we have some answers.

PRINZ recently hosted a panel of editors and senior journalists from some of New Zealand's leading media organisations. The discussion covered topics ranging from newsworthiness and exclusives to AI, media releases and the evolving realities of modern newsrooms.

This is not a new or emerging trend, but many organisations make assumptions about media coverage that simply aren't true. These assumptions largely stem from a lack of understanding of how the media works.

The fundamentals of earning media attention haven't changed nearly as much as people think, so that's great.

The challenge is that newsrooms are under more pressure than ever. Resources are tighter, competition for audience attention is fierce, and journalists are expected to produce more content across more platforms than at any other time in the industry's history. Yet despite these changes, the panel repeatedly returned to a few simple themes:

1. Audience

2. Trust

3. Evidence

4. Authentic storytelling.

Do relationships with media provide a shortcut?

One of the biggest myths tackled during the discussion was the idea that knowing journalists guarantees coverage.

Relationships still matter because they help build trust, open doors, and create opportunities for conversations. They might mean your email gets opened or your call gets returned. But to be clear, no editor is publishing a story simply because they know the person pitching it.

Newsworthiness remains the deciding factor.

In our case, we would never guarantee your story will get picked up because of our relationships with media - it has to be newsworthy, relevant, credible and of interest to the media outlet's specific audience.

The audience comes first

If there was one phrase that seemed to underpin almost every answer from the panel, it was this:

Know the audience.

Every newsroom is working hard to understand who their audience is, what matters to them and how they consume information. As a result, media outlets are becoming increasingly deliberate about the stories they choose to cover.

That means we as communicators need to think beyond simply having a story to tell. The better question is: Why would this audience care?

Evidence over promotion

Another recurring theme was frustration with unsupported claims. Terms such as "industry-leading", "world-class", "innovative", "global first" and "game-changing" mean little without evidence to back them up. What journalists want is data, proof and real-world impact.

So, our questions to you would be:

• Can you demonstrate the scale of the issue?

• Can you provide supporting data?

• Can you provide evidence that supports your claims?

If your organisations can answer those questions, you're more likely to earn attention and credibility.

Human stories for the win

Despite all the discussion about digital platforms, changing business models and artificial intelligence (AI), people are still interested in people.

The panel at the PRINZ event repeatedly emphasised the value of hearing from the individuals affected by an issue, initiative or event.

While chief executives and designated spokespeople have their role in public relations, stories often become far more compelling to news media when they include everyday employees, customers, community members or people directly impacted.

The strongest stories tend to be the ones that connect facts with human experience.

Accessibility builds trust

The panel also shared examples of organisations that earned respect during difficult situations by simply being available. This includes:

• Providing timely information

• Answering questions

• Fronting up when issues arise

It's not always easy, especially when circumstances are challenging, but transparency and accessibility remain critical ingredients in building trust and respect.

What about AI?

The discussion around AI was perhaps more balanced than some might expect.

No one suggested AI will replace journalism. Instead, it was viewed as another tool, helpful for supporting processes and handling routine tasks, but incapable of replacing the things that matter most: curiosity, judgement, relationships, verification and human connection.

In fact, several panellists suggested that as AI-generated content becomes more common, authenticity may become even more valuable.

Warning, though... panellists noted that it was easy to spot a media release written by AI, which creates uncertainty about the legitimacy of the facts and details included in the release.

What these lessons mean for your organisation

For those of us working in communications, public relations and stakeholder engagement, the message was clear.

• Successful media engagement is becoming less about volume and more about relevance.

• Less about broadcasting and more about understanding audiences.

• Less about promotion and more about evidence.

• Less about organisations talking about themselves and more about telling stories that matter to people.

These themes resonate strongly with how we've always approached PR at Belle PR. Media coverage is rarely the goal in itself; the goal is building credibility, trust and understanding with the audiences that matter most.

Over the coming weeks, we'll unpack these insights further in a series of articles exploring:

• What makes a story genuinely newsworthy

• Why audience understanding is critical

• The role of real people in effective storytelling

• How AI is reshaping communications

• What all of this means for modern PR strategy