Today, energy stories cut across politics, climate, technology, infrastructure, finance, and regulation.
To win coverage that lands, PRs need to think laterally, potentially pitch less, and build smarter, broader press lists.
Think laterally about who covers energy
Energy no longer sits in a silo – or simply as ‘oil & gas’ or ‘new nuclear policy’. Politics and geopolitical tensions mean the energy sector is powering economies, affecting local communities, and individuals fighting the cost of living. As a result, it might be that the right journalists for your energy story don’t even have ‘Energy’ in their job title.
For instance, a new grid investment, subsidy scheme, or permitting reform may resonate more with a policy correspondent than a traditional energy reporter. If it’s a community project, or affecting the greenbelt, environmental correspondents and local news outlets – both traditional and broadcast – should be included in your press lists.
Journalists covering regulators, antitrust issues, or planning law often break stories that directly affect utilities, renewables, and oil and gas operators because of local filings, community action or the involvement of a local Member of Parliament (MP).
Climate reporters are an obvious crossover, but if you can demonstrate real innovation and impact, then technology journalists are valuable, too. Reporters focused on batteries, AI, and data centres need to acknowledge how power availability, pricing, or grid resilience can affect the direction their stories take.
You may want to think more about ‘Who covers the consequences of energy use and investment?’ rather than just ‘Who covers energy?’
Aim to pitch less, win more
Successful energy PR is not always about volume. It can be about precision. Journalists receive hundreds of pitches a week, and what I hear most from those I interview in my role at Roxhill Media is that they don’t cover a large proportion of them because they’re generic, irrelevant or have already been recently covered.
A strong pitch clearly answers these questions: Why this story? Why this journalist? Why now? If you can’t articulate all three in a sentence or two, your pitch probably isn’t journalist-ready.
For example, a national energy correspondent may want market-wide implications of a new power project, while a technology reporter may care about the innovation behind it.
Same announcement, different angle. Pitching both with the same email is a fast way to be ignored by both. Research how each of them writes, the angles they cover and tailor your work accordingly.
You must do your research
A media list should not just exist as spreadsheets of emails. Ideally, it should function as a tracker that reflects a genuine understanding of your key journalists’ beats, interests and story coverage styles.
Before pitching a journalist, you should read at least three recent relevant articles by that reporter. Possibly more if you have a broad topic – you don’t want to pitch them a story they covered two weeks ago. But do take a look at the themes they return to, the language they use, and the kinds of people quoted. Follow your key targets on social media, including LinkedIn.
Many journalists are building their personal brands online and sometimes include useful commentary alongside stories they’ve recently written and want to promote.
Always pay attention to preferred contact methods. Some journalists welcome long emails; others prefer a few bullet points presented in an informal style before a full pitch and press release. Respecting those preferences immediately helps you cut through the noise.
Overall, these are my three top tips:
- Map your story against at least three beats beyond ‘energy’
- Tailor the angle for each journalist before you write the subject line
- Update your media list after every campaign – add notes on topics covered, not just names.
It’s a jungle out there – in the energy sector – and elsewhere. Be smart about who you target, and how. Think, aim, research and then press send.
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One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
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