Lessons from a Pulitzer-nominated journalist on working with media

Investigative journalist, Jessy Edwards.

Pulitzer-nominated journalist Jessy Edwards has built her career telling stories that expose injustice and amplify voices too often ignored. From her early days at the Dominion Post in Wellington to her investigative work in New York City - including a Pulitzer Prize-nominated series on sexual assault inside Rikers Island - Jessy has never shied away from hard truths.

Now, after more than a decade reporting on social justice issues, she shared with me what she’s learned about the often fraught relationship between journalists and communications professionals, and how purpose-driven organisations can break through in a crowded, sceptical media landscape.

Purpose-driven organisations are powerful, if they’re trusted

Jessy says working with NGOs and grassroots organisations is central to her reporting, especially when it comes to understanding the real human impact of policy decisions or social issues.

“When I’m doing a story on delivery workers’ rights in New York City, for example, I’ll go straight to the nonprofits or groups that represent them,” she says. “They’re deeply entrenched - they often are the people they represent - and they bring cultural awareness and credibility I just can’t get anywhere else.”

She contrasts this with her experience in New Zealand, where she says the relationship between journalists and comms professionals has historically been more tense.

“There’s often this mutual distrust between media and PR in New Zealand, and while some scepticism is fair, it’s also meant some stories haven’t been told,” she says.

Lesson for comms people: Credibility comes from proximity and authenticity. Journalists trust organisations that clearly know their communities, understand the cultural context and can connect them to people on the ground.

A human story is impossible to ignore

For Jessy, every compelling story starts with people.

“If I can clearly see the human impact, then that will instantly grab my attention,” she explains. “And if I can connect that human impact to a power imbalance or a harmful policy, if there’s something my storytelling could do to highlight it, then it would be hard for me to turn away from it - even if I know no one is going to read it.”

Lesson for comms people: Don’t just pitch what your organisation is doing. Show the human impact - who’s affected, why it matters now and what could change. The most powerful stories reveal systems through people, not the other way around.

The perfect pitch is personal, targeted and human

So what makes a pitch stand out in a journalist’s crowded inbox? Jessy’s answer is simple: keep it specific, relevant and real.

“If it’s a mass email sent to every journalist in the city, it’s a no,” she says. “The perfect pitch feels personal - it’s just for me, and it’s exclusive. It clearly shows why it is timely, highlights the local relevance and makes it obvious what is new about the story. Also, ideally I would already have a relationship with the person who is pitching.”

And don’t over-polish.

“The more human the pitch is, the more likely I am to read it and respond, whether or not I am interested,” she says. “There’s so much AI slop out there right now. I’d much rather read a human email with a few mistakes.”

Jessy says that the best comms professionals are those who can connect her with real people - those directly affected by an issue, not just spokespeople or CEOs. “It’s those living the issue that bring a story to life,” she says. “If you can help me reach someone I wouldn’t be able to find myself, that’s what gets results.”

Lesson for comms people: Generic won’t cut it. A tailored, human, slightly imperfect pitch with a clear, newsworthy angle will beat a slick, mass-produced email every time.

Relationships matter more than press releases

If there’s one theme Jessy returns to, it’s the power of genuine relationships.

“I love when a PR person reaches out and says, ‘Hey Jessy, I know you cover social issues - I think I have some stories coming up I can share with you exclusively. Can we grab a coffee?’ That’s how you build trust,” she says.

“The best journalism happens when comms people and reporters work together - not against each other. That’s when the stories that really matter get told.”

Her Pulitzer-nominated investigation into sexual assault at Rikers Island is proof of how powerful those relationships can be. The story relied on communications professionals at two law firms who connected her with survivors.

“They vouched for me. They told these women they could trust me,” she recalls. “That trust - between the journalist, the comms person, and the people they represent - that’s what made the story possible.”

Lesson for comms people: Build relationships before you need them. Journalists remember the people who treat them like collaborators, not inbox targets. A trusted relationship can open doors that a press release never will.

Honesty builds credibility - spin destroys it

For Jessy, honesty is non-negotiable.

“If I feel like someone’s not being honest or if they’re willing to say anything just to protect the image of their client, that’s not someone I will work with. But if a PR person is upfront and transparent, that builds real trust. And that’s how we keep working together.”

Lesson for comms people: Transparency pays off. It’s better to acknowledge uncertainty or limitations than to overprotect your organisation’s image. Once trust is broken, so is your influence.

Bringing humanity back

For Jessy, this work all comes back to one thing: “Relationships, relationships, relationships,” she says. “Get to know the journalists who care about your cause. Text them, meet them, understand what they cover. Treat them like humans.”

When trust and authenticity lead the way, she says, everyone wins. Because when journalists and communicators work with each other, not against each other, that’s when stories that truly inform -  and change - the public conversation can happen.