Inside the Newsroom: Pitching Tips and Audience Trends from The Oregonian

I’m behind on updating you about my adventures, but I didn’t want to skip this one — even if it happened back in the fall.

I attended a PRSA Oregon event featuring Karly Imus, Director of Audience Development at The Oregonian/OregonLive and Director of Here is Oregon. She shared pitching tips and a look at how newsrooms — not just The Oregonian — are adapting to the evolving media landscape. Her insights are still relevant now.

What Is Here is Oregon?

If you’re not already familiar, Here is Oregon is The Oregonian’s (not-so) new platform dedicated to uplifting community stories. It has its own standalone website, separate from OregonLive.com, and has taken a creative approach to branded storytelling. One example Karly mentioned: featuring a reporter driving a Subaru to conduct interviews — a subtle but effective sponsorship integration.

That said, there are some SEO tradeoffs. Here is Oregon currently has a domain authority (DA) of 42, while OregonLive’s DA is 89. Around the time of Karly’s talk, I noticed that some paid content was being repurposed onto Here is Oregon, hinting at a shift in how sponsored content is handled. A quick check today and I can't find any paid articles on OregonLive at all. Hmm...

Meeting Audiences Where They Are

Another big takeaway was how the newsroom is adjusting to changes in how people consume news. Readers aren’t visiting the The Oregonian homepage as frequently; they’re discovering stories through platforms like:

• Google Discover: Available only on mobile Chrome, this tool surfaces personalized stories. The Oregonian is leaning into curiosity-piquing headlines to increase visibility here — and it’s working.

• TikTok: Karly noted that about 50% of TikTok users seek out news on the platform, so The Oregonian views TikTok as a must for reaching younger readers.

• Instagram and Facebook: These platforms still matter but aren’t where emerging stories break. Facebook’s shift away from promoting news and politics has especially impacted visibility.

Pitching Tips from the Newsroom

Aside from getting distracted by DA numbers, what stuck with me most was how visuals are now essential — even for print. Here’s what Karly recommends to get your pitch noticed:

• Start with the right reporter: Target the person covering your beat before looping in an editor. Always CC the department’s general email (e.g., business@ or education@).

• Don’t cold-call: Only call if necessary, and leave a detailed voicemail if you do.

• Bring a unique angle: Competition is steep. Originality helps your pitch rise above the noise.

• Include visuals: Visual storytelling isn’t just for TV anymore. Compelling photos, charts, or video clips help your story stand out — even in a newsroom setting.

Karly’s presentation was a helpful reminder that PR and journalism continue to evolve together — experimenting with new formats, platforms, and audience strategies to meet the moment.