Media relationships used to revolve around big titles and flashy company news. That’s changed. In 2025, journalists want more than access—they want substance. They’re looking for business leaders who bring clarity, credibility, and a point of view that adds real value to the story.
Clarity Over Catchphrases
Buzzwords are out. Journalists want quotes that explain, not confuse. The respected business voices in media today are the ones who speak clearly and skip the jargon. This applies across industries—from fintech to fashion to real estate.
A 2024 Muck Rack survey found that 74% of journalists are likelier to quote sources offering clear, plain-language insights. If your pitch sounds like a press release, it’s getting ignored.
What works? Short, specific answers. Real examples. Clear context. Something a reader can use.
Expertise That’s Actionable
Titles don’t guarantee coverage. Journalists want experts who’ve done the work and can explain what it means. It’s not enough to be a CEO. What matters is whether you can break down a trend, demonstrate a shift in your market, or offer an honest opinion on what’s coming next.
A retail founder, was quoted in a national business outlet not because she runs a company, but because she explained why her stores cut SKUs and how that is tied to changing buyer habits. She turned operational strategy into a compelling insight.
That’s what journalists are looking for in 2025: people who can connect their experience to the bigger picture.
Fast, Thoughtful Responses
Timing matters. Journalists often work on tight deadlines. When they send a request, they’re more likely to use sources that respond fast and with something useful.
Being media-ready isn’t about having all the answers, but rather being familiar with your key talking points and being able to respond quickly. As a result, many business leaders are preparing quotes and commentary in advance for anticipated industry trends or events.
It saves time. It builds trust. And it makes journalists more likely to come back again.
What Makes a Good Source in 2025
Journalists today aren’t just looking for quotes. They’re looking for patterns. Who’s ahead of the curve? Who’s spotting early shifts? Who has data to back up what they’re saying?
If you can bring those insights in a clear, original way, and grounded in experience, you’re far more likely to get featured. It also helps to bring examples from outside your own company. A broader view shows you’re thinking beyond your bottom line.
Services like Hermes Wire make it easier for business leaders to be seen and heard. Launched in 2023, Hermes Wire helps entrepreneurs, executives, and subject-matter experts publish insights and announcements in trusted media outlets. It gives journalists a reason to notice you by putting your perspective out there in a way that’s accessible and credible.
For leaders who want to build visibility without pitching dozens of reporters, Hermes Wire is a simple way to stay in the conversation.
A Shift Toward Shared Expertise
In 2025, the media voices aren’t just loud. They’re the ones who can teach. Business leaders who share data, trends, or real decisions give journalists the content they need.
This may explain the growing presence of guest essays, commentary pieces, and founder Q&As. These formats offer leaders an opportunity to share their perspectives in more depth. When executed effectively, they can lead to more coverage.
Journalists in 2025 may be looking for business leaders who are transparent, responsive, and insightful. They tend to appreciate authentic voices that help explain what’s happening and why it matters, rather than more hype. By offering this, business leaders might find that the media takes more interest in their perspectives.
Published by Joseph T.
