Why Most Comms Teams Fail to Get Media Coverage and What Journalists Actually Want 

AAP Medianet has released its inaugural State of Australian Corporate Affairs report in November 2025, and it shines a very bright light on the relationship between corporate communications teams and the journalists they rely on. 

Why This Report Matters 

The comms/ journalist relationship is often described as “complex,” but the truth is it’s becoming increasingly strained. This report captures the current climate in Australia and reveals the gaps, pressure points, and disconnects happening inside organisations, especially large ones. 

These insights are invaluable. Because the more we understand how comms teams operate and how journalists perceive them, the better positioned we are to pitch effectively and secure meaningful earned media. 

External Comms Dominates, and Internal Comms Suffers 

One of the standout findings: 81% of communications professionals say they spend the bulk of their time on external communication. Only 10% goes to internal comms. 

And that low figure matters. Many respondents said internal communication wasn’t even being handled by them, it was coming directly from the C-suite. 

This creates a major disconnect. 

We’ve recently seen this play out in Australia, with one of the big four banks having internal redundancy communications leaked before the comms team had even pressed “go.” 

It’s a classic case of: 

• The left hand not talking to the right 
   

• Internal messaging bypassing comms entirely 
   

• Comms teams being expected to manage the fallout 
   

This is precisely the dysfunction the report highlights, and why internal and external messaging must work together, not in silos. 

The Expanding Role of Corporate Comms 

Communications teams are under more pressure than ever. 

According to the report, 29% of comms professionals say their workload has significantly increased, and it’s not hard to see why. 

Years ago, outreach was straightforward: You pitched to mainstream media, and that was the job. 

Today, comms teams must manage: 

• Journalists 
   

• Podcasts 
   

• LinkedIn 
   

• TikTok 
   

• Internal channels 
   

• Social media platforms 
   

• Stakeholder communications 
   

• Niche digital outlets that didn’t exist a decade ago 
   

As Kate says, “The comms environment has changed dramatically.” More platforms mean more opportunities, but also far more work. 

The Rise of Niche Voices Outside Mainstream Media 

Another shift highlighted by the report is the rise of influential independent voices, people like Hannah Ferguson from Cheek Media, who’s built a massive following entirely outside traditional outlets. 

These voices matter. They’re shaping public conversations, influencing audiences, and becoming essential destinations for comms teams. The media landscape is no longer hierarchical, it’s decentralised. And comms professionals must keep up with these shifts if they want their messages to land. 

The Big Goal: Earned Media Coverage 

Despite the expanding workload, the core purpose of corporate communications remains the same: 81% say their primary goal is earned media. 

Earned media is the gold standard. It’s credible. It’s powerful. And it’s the real reason comms teams exist. 

But here’s the surprising twist… 

Journalists Say Only 4% of Comms People Are “Highly Responsive” 

Yes, you read that right. 

Only 4%. 

This means that while comms teams are sending media releases and pitches, the majority aren’t following through: 

• 59% are either “non-responsive” or only “somewhat” responsive 
   

• Journalists are left chasing clarification 
   

• Spokespeople aren’t ready 
   

• Media releases are treated as the end of the process, not the beginning 
   

As Kate puts it: 

“It’s almost like they expect the media release to do all the heavy lifting, when in fact the media release is just the door opener.” 

This responsiveness gap is one of the biggest barriers to strong media relationships — and it’s entirely fixable. 

What Comms Teams Should Be Doing 

The report makes the challenges clear, but Kate highlights what the solution looks like. 

1. Follow Up Every Pitch 

A media release is not the final product. It’s the seed. The “lean-in” moment. 

Journalists need a phone call. They need context. They need the human element. 

2. Prepare Key Messages 

If you’re the spokesperson, your job is to bring the release to life. If someone else is speaking, your job is to prepare them. 

Good comms teams: 

• Anticipate questions 
   

• Craft strong messages 
   

• Ensure someone is ready and available to speak 
   

3. Make Sure a Human Is Available 

One of the most consistent frustrations journalists report is being unable to reach a spokesperson. 

As Kate says: 

“You cannot get away from the need for a human element. Please, please, please make sure you are available.” 

Journalists don’t just need a quote, they need a person. 

What This Means for Organisations 

The findings from the report are a wake-up call: 

• Workloads are bigger 
   

• Channels are more diverse 
   

• Journalists are overstretched 
   

• Comms teams are under pressure 
   

• Internal comms is often ignored 
   

• Responsiveness is at an all-time low 
   

And yet, the need for earned media, real, impactful, third-party validation, hasn’t changed. 

If anything, it’s more important than ever. 

But to earn that coverage, organisations must embrace a more human, responsive, and integrated approach to communication. 

Why Understanding the Comms–Media Relationship Matters 

Whether you’re a small business or part of a large corporate team, the same truth applies: 

Journalists need clear angles, fast responses, and real people to speak to. 

The organisations that understand this will: 

• Build stronger media relationships 
   

• Secure more earned media 
   

• Avoid internal missteps 
   

• Communicate more effectively across all platforms 
   

At Meet the Press, we teach business owners and leaders how to work with the media in a way that gets real results, not just media releases that disappear into inboxes. 

Because when you understand how the system works, you can operate with confidence, clarity, and impact. 

Ready to Improve Your Media Skills? 

If you’re looking to master earned media, pitch with confidence, and understand what journalists want, our Meet the Press Masterclass gives you the practical tools, insider insights, and real journalist feedback you need to stand out. 

Secure your spot at the upcoming 14 & 15 May Masterclass in Sydney and learn how to communicate in a way that cuts through, even in the most competitive media environment. 

Places are limited to ensure personalised support.