2025 Media Landscape in India: What Makes Journalists Say Yes to Your Story
In the constantly evolving media landscape of India, getting your brand featured in top-tier outlets like The Times of India, NDTV, YourStory, or Forbes India remains one of the most powerful ways to build credibility and gain visibility. But what exactly makes a journalist or editor say “yes” to your story in 2025?
The short answer: a strategic public relations (PR) approach, a compelling narrative, relevant data, and personalized outreach.
As India becomes one of the fastest-growing media markets in the world—with an estimated digital audience of over 900 million by 2025, according to FICCI-EY’s 2024 report—the competition for editorial space has become fiercer than ever. The traditional press release is no longer enough. In this new landscape, brands need to deliver substance, clarity, and value through every media pitch.
In this blog, we break down the best practices for earning coverage in India’s top media publications and how Wing Communication, a trusted PR agency, helps brands get there.
Understanding the Indian Media Ecosystem in 2025
India’s media is vast, multilingual, and spans across traditional platforms and digital-first formats. In 2025, the landscape includes:
- Print & Digital Publications: The Times of India, Economic Times, Business Standard, Forbes India, YourStory, Inc42, Entrepreneur India
- Broadcast TV & Radio: CNBC-TV18, NDTV Profit, Aaj Tak, Red FM, Radio Mirchi
New-Age Media: Podcasts, LinkedIn Thought Leadership, YouTube interviews (Josh Talks, ET Now Digital)
Why Media Coverage Matters More Than Ever
According to the 2024 PRCAI State of the Industry Report, earned media builds 5X more trust than paid media. It’s not just about visibility—being featured in top publications increases:
- Investor confidence
- Customer trust
- Industry authority
- Organic website traffic and SEO rankings
So, how do you get featured in The Times of India or NDTV without a million-dollar ad budget? The answer lies in storytelling and strategy.
Case Study: How a FinTech Brand Got Featured in The Economic Times & CNBC-TV18
A fast-growing FinTech startup based in Mumbai wanted to attract investors and build credibility. Despite solid revenue and growth, their story wasn’t gaining traction in the media.
Wing Communication’s Approach:
- Refined the brand narrative to align with India’s financial inclusion goals
- Developed a press release with verified data, funding milestones, and real-world impact
- Connected the brand to trending topics like UPI innovation and digital lending
- Personally pitched the story to senior journalists at The Economic Times and Business Standard
- Facilitated a leadership interview opportunity on CNBC–TV18’s FinTech panel
Result:
- 30% increase in inbound investor inquiries
- Featured coverage in The Economic Times, Business Standard, and a CNBC-TV18 interview
This is the power of earned media done right.
Best Practices to Pitch to Indian Media in 2025
1. Craft a Story Journalists Want to Tell
Your product or service alone isn’t enough. You need a story with purpose.
- Tie it to trends like AI, climate tech, fintech adoption, or sustainability
- Include human impact: who is being helped, and how?
Offer exclusive data or insights that aren’t publicly available
2. Know Who You’re Pitching To
Don’t send your tech press release to a Bollywood reporter. Tailor your outreach:
- Use LinkedIn to identify the right journalist
- Mention their previous stories and explain why your pitch fits their beat
Offer an exclusive quote or early access to your report
3. Use Data-Backed Insights
Back your claims with real numbers.
-
Example: “India’s digital economy is projected to hit $1 trillion by 2030” (NASSCOM Report)
-
Use proprietary surveys, customer metrics, or market forecasts
This strengthens your authority and shows journalists you’ve done your homework.
4. Position Your CEO as a Thought Leader
Media loves credible voices. Involve your leadership team in:
- Guest columns on ET Prime or Forbes India
- LinkedIn AMAs or thought leadership posts
Expert panels and business podcasts
5. Don’t Ignore Digital PR
Traditional PR is no longer sufficient on its own. In 2025:
|
Factor |
Traditional PR |
Digital PR |
|
Reach |
High for authority |
High for engagement |
|
Speed |
Slower cycles |
Real-time amplification |
|
Engagement |
One-way messaging |
Two-way, social-first |
|
Measurement |
Difficult to quantify |
Data-driven (clicks, shares) |
A hybrid strategy that combines both is essential.
Top Mistakes to Avoid When Pitching Indian Media
- Sending mass, generic emails to all journalists
- Not aligning your pitch with the journalist’s beat
- Skipping follow-ups—timely reminders can double your chances
- Neglecting visual assets—photos, charts, and infographics enhance story value
Overhyping—don’t exaggerate. Journalists will fact-check.
How Wing Communication Gets Brands Featured in Top Indian Media
At Wing Communication, we specialize in earned media coverage for startups, founders, and established businesses. Our 2025 media outreach model focuses on:
1. Targeted Media Mapping
We don’t spray and pray. We identify exactly which journalists, blogs, and shows are right for your story.
2. Story Architecture
We help you craft storylines that are timely, relevant, and rooted in industry trends.
3. One-on-One Media Pitching
We personally pitch your story to our network of over 500+ Indian journalists and editors.
4. Content & Press Release Optimization
We create SEO-friendly, multimedia-rich press releases that increase pickup rates.
5. Media Tracking & Analytics
Using tools like Google Analytics, Meltwater, and BrandMentions, we measure what’s working and refine accordingly.
Whether you’re a rising startup or an enterprise launching in India, we ensure your media presence is impactful, credible, and scalable.
