Business
Common Pitfalls in the Journalist–PR Relationship
Fernando Henrique Ahuvia analyzes over-prioritizing major outlets and misunderstandings around deadlines.
The dynamic between newsrooms and PR professionals often suffers from operational and strategic friction. An analysis of corporate communications highlights the key mistakes made by both sides when pitching and developing stories.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Fernando Henrique Ahuvia addressed the main friction points and misconceptions in the day-to-day workflow between reporters and PR professionals. The discussion is part of a broader episode exploring the inner workings of corporate communications.
According to Ahuvia, one of the most common mistakes made by PR agencies is focusing their efforts exclusively on top-tier media outlets. "I think one mistake is sometimes giving too much only to the big outlets and forgetting that we also need to give space to smaller outlets, to journalists who are starting out, who are building their careers and looking for their space," he states.
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Fragmentation across niches and new media outlets
Ahuvia notes that early-career reporters or those writing for smaller outlets often bring fresh angles that go beyond standard talking points. In his view, public relations strategies must evolve alongside the media ecosystem, which has shifted from relying solely on mass-market broadcast television icons, such as the classic ratings battles between Faustão and Gugu, to operating across highly segmented channels.
"Today we live very much in niches, don't we?" Ahuvia highlights, drawing a comparison to current media consumption across streaming platforms and podcasts. While institutional announcements still require moments of broad reach in major outlets, targeted distribution for specific audiences has become an essential part of communications planning.
The operational context from the reporters' perspective
On the newsroom side, Ahuvia identifies a lack of understanding regarding what happens behind the scenes and the constraints PR professionals face as the primary issue. "I think from the journalist's side, perhaps the biggest problem is not understanding, as I was saying earlier, that there is context behind any request. So, the PR professional won't always be able to respond at that exact moment," he explains.
In the video clip above, Ahuvia shares practical insights on aligning expectations between both sides. He concludes that maintaining a sustainable professional relationship relies on managing turnaround times realistically, understanding when a response is not immediate, and communicating rejections with clarity.
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