How journalists really feel about your cause and why it matters

What journalists believe about an issue plays a powerful role in shaping coverage. New research from nfpResearch shows a clear link between how much progress journalists think has been made and how optimistic they feel about the future, and that outlook influences which stories they prioritise.

For charities, this offers a useful lens for press strategy. Understanding whether your issue is seen with optimism, scepticism or ambivalence can help shape how you frame stories, choose spokespeople and build relationships.

Click here to read analysis from nfp’s Head of Influencer Audiences Research, Heather Sturgess, on how journalist attitudes can inform more effective media engagement and access the full research report.