Reflections from Moderating a Media Panel at the Nuclear Communications Forum
I recently had the opportunity to moderate a fascinating conversation at the Nuclear Communications Forum hosted by the Nuclear Energy Institute.
I sat down with two outstanding journalists: AJ from E&E News and Humberto Sanchez from Pluribus News.
While the conversation centered around nuclear energy — a topic showing up in newsrooms more than ever — what struck me most was that the insights we discussed apply far beyond nuclear.
They speak to a much bigger question:
How are journalists deciding what becomes a story in today’s media landscape?
As a former journalist myself, I find these conversations endlessly fascinating — because understanding how reporters think is the key to communicating effectively in today’s media environment.
Here are some of the biggest takeaways from our discussion.
1. Every Story Begins With One Question: Who Is the Audience?
One of the most important reminders from the panel was this: journalists write through the lens of their audience.
AJ explained that his readers at E&E News are deeply interested in energy and energy policy — but many of them are not nuclear experts.
Humberto, on the other hand, writes for state legislators and policymakers through Pluribus News.
Two completely different audiences.
And that changes everything.
In today’s media ecosystem — much like the rise of niche podcasts — outlets are becoming increasingly specialized. That means communicators must think carefully about who the outlet serves, not just the topic it covers.
The lesson:
Before pitching a story, ask yourself: Who are the readers?
Because if you don’t understand the audience, the pitch will almost always miss the mark.
2. Clarity and Transparency Matter More Than Ever
Another theme that emerged was how much journalists rely on clear, verifiable information when evaluating a story.
Both AJ and Humberto emphasized the same point:
If a story feels vague, fuzzy, or unsupported by facts, it’s unlikely to move forward.
Reporters are looking for:
- Clear facts
- Data and figures
- Transparency
- Verifiable sources
If you don’t have hard numbers or concrete data, there’s still a workaround: connect the story to a bigger issue or broader trend.
Journalists are always asking themselves:
Is this part of something larger?
If the answer is yes, the story is much more likely to gain traction.
3. Journalists Are Always Looking for the Other Side of the Story
One of the most important distinctions made during the panel was this:
Journalists are not looking for a message.
They’re looking for a story.
And stories almost always contain multiple perspectives.
Humberto shared that when covering nuclear energy, he doesn’t just look at the benefits — he also examines issues like cost, waste, and public concern.
That’s the job of journalism.
For communicators and spokespersons, this is actually empowering to understand.
When you enter a media conversation, there are often two agendas present:
- Your message
- The journalist’s responsibility to tell the full story
Knowing this ahead of time allows you to prepare thoughtfully rather than react defensively.
4. Responsiveness Is One of the Most Valuable Traits a Source Can Have
When I asked what makes a source especially helpful on complicated stories, the answer came quickly.
Responsiveness.
Journalists are constantly working against deadlines.
If you pitch an expert who is unreachable or slow to respond, the opportunity may disappear before the conversation even starts.
The best sources are:
- Responsive
- Reliable
- Available when news breaks
- Able to explain complicated issues clearly
Predictability matters. When a journalist knows a source will respond quickly and provide thoughtful insight, they are far more likely to return to that person again.
5. Authentic Voices Are Standing Out More Than Ever
Another insight that resonated with me deeply was the growing importance of authenticity.
Both journalists emphasized that they appreciate sources who speak naturally and openly rather than sounding overly rehearsed.
In a world increasingly shaped by automation and AI-generated content, authentic human voices stand out.
Experts who can speak freely, explain ideas clearly, and communicate with genuine perspective are incredibly valuable to reporters.
6. Some of the Best Sources Have Seen the Issue From Both Sides
One particularly interesting insight from the conversation was that journalists often seek out experts who have experience across different roles.
For example:
- A former government official who now works in industry
- A doctor who now leads a research initiative
- A policymaker who previously worked in the private sector
Why?
Because those perspectives provide context and credibility.
Sources who have lived an issue from multiple vantage points can often explain it in ways others cannot.
7. The Anatomy of a Strong Pitch
We also spent time discussing what makes a media pitch stand out.
The answer was refreshingly straightforward.
Be clear about what the big deal is.
Right at the top of the email, journalists want to know:
- Why this matters
- Why it’s happening now
- Why their audience should care
In other words:
What makes this news?
If a reporter has to dig through paragraphs to understand the story, the pitch may never get read.
8. The Cold Call Isn’t Dead
One moment that made me smile during the panel was when AJ said something that surprised many in the room.
He said:
“When all else fails, you can cold call me.”
As someone who runs a PR firm, I had to laugh — because cold calling is something many communicators avoid today.
But the deeper point was about human connection.
Building relationships matters.
I shared a story from early in my career when I wanted to connect with an executive producer at a local morning show in Washington, DC. I figured out that she arrived at the station extremely early.
So I set my alarm for 3:00 a.m. and called her.
She was stunned.
But she was also impressed that I had taken the time to reach her when no one else would.
That one call led to a long professional relationship and many successful bookings for my clients.
Sometimes the most meaningful professional relationships start with a simple conversation.
9. Follow-Up Is Not Annoying — It’s Necessary
Another important reminder for communicators: follow up.
Journalists receive an overwhelming volume of pitches every day.
If you send one email and never follow up, chances are it was simply buried.
AJ mentioned that two to three follow-ups are completely appropriate.
Persistence — done respectfully — is often the difference between being ignored and being noticed.
10. Exclusives Can Still Make a Difference
Finally, we discussed the role of exclusives.
While newsroom opinions vary, AJ shared that offering an exclusive can absolutely increase the likelihood that a reporter will pay attention to a pitch.
But it has to be meaningful.
A strong exclusive typically includes:
- New data or research
- Breaking news
- Access to key interview subjects
- Visuals (especially for TV)
An exclusive signals that a journalist has something unique to offer their audience.
And in a competitive media landscape, that matters.
Final Thought: Journalism Still Runs on Relationships
If there was one thread running through the entire conversation, it was this:
Journalism is still a human business.
Yes, the media landscape has changed.
Yes, the volume of information has exploded.
But the fundamentals remain the same.
Great stories still come from:
- Clear ideas
- Trusted sources
- Authentic voices
- Strong relationships
And for communicators, understanding how journalists think isn’t just helpful.
It’s essential.
For more on what journalists are really looking for right now, try my free 23-minute Media Training Crash Course.
Before you know it, you’ll be sharing your story on cameras and stages nationwide!