Getting your business in the local news used to mean one phone call to one big paper. Pittsburgh's media looks different now, and a lot of the advice online hasn't caught up. Here's a plain guide to who covers the region in 2026, how to pitch them, and how to be ready when they say yes.
What changed in 2026
The Post-Gazette was scheduled to close in the spring of 2026. The Venetoulis Institute for Local Journalism, a nonprofit, bought it and kept it publishing (Philadelphia Inquirer). The new owners, a Maryland nonprofit, then cut the newsroom to roughly half of its former size of about 100 people, with deep cuts to photography and high school sports (90.5 WESA).
What that means for you: about half the newsroom is left to cover the same region. A pitch that saves a reporter time, with the facts ready, a person ready to talk, and pictures or video they can use, has a better chance than a vague note.
Who covers what
- Daily papers and news sites. The Post-Gazette and the Tribune-Review (TribLIVE) both cover the region. Check the reporter's byline on recent stories in your area before you write.
- Public radio. 90.5 WESA covers local news, government, and business, and lists news@wesanews.org for tips.
- TV stations. KDKA (CBS), WTAE (ABC), WPXI (NBC), and WPGH (FOX) all run local newscasts. Morning and lifestyle shows, like KDKA's Pittsburgh Today Live, book guests for segments. KDKA lists PTL@kdka.com for that show and NewsDesk@kdka.com for news tips (KDKA contact page).
- Business press. The Pittsburgh Business Times covers companies, deals, and leadership news.
- Neighborhood and nonprofit outlets. Smaller and newer outlets often cover what the big ones miss. They're a strong first stop for community stories.
- Local podcasts. Many Pittsburgh shows book local guests. A good podcast appearance gives you a long conversation you can clip and share.
How to pitch a Pittsburgh reporter
- Lead with what's new. An opening, a hire, a result, a local first. "We exist" is not news.
- Make it local. Say who in the region is affected and where.
- Keep it short. A few sentences, a contact, and a time you can talk today.
- Offer something to show. Reporters with fewer photographers value a place to film, a demo, or clean video you already have.
- Follow up once. Then let it go and pitch the next story.
Be ready when they say yes
The pitch is the easy part. The hard part is the interview: a camera in your face, a question you didn't expect, and ten seconds to say the thing that matters. That's why we suggest media training before a big push. Optimal Reach Media is a Pittsburgh production studio that comes to you. Our coach and team can run a practice interview at your office, record it, and play it back so you can see what viewers will see.
If you'd like help finding the story in your business, our PR and thought leadership work starts with that question. If you already have the interview booked, start with media training.
Frequently asked questions
Is the Pittsburgh Post-Gazette still publishing?
Yes. The paper was set to close in spring 2026, then was bought by the Venetoulis Institute for Local Journalism, a nonprofit. The new owners cut the newsroom to about half its former size, so fewer reporters are left to cover the region.
How do I pitch a story to Pittsburgh news?
Find the reporter who covers your topic, read their last few stories, and send a short email that says what is new, why it matters to people in the region, and who can speak to it today. Keep it short and include a way to reach you the same day.
How do I get on Pittsburgh Today Live?
KDKA lists PTL@kdka.com as the contact for Pittsburgh Today Live on its contact page. Pitch a segment, not just a topic: a clear title, a few short points, and something viewers can see.
Should I hire a PR agency to get local coverage?
Not always. A single announcement with a strong local angle can often be pitched by the owner. A PR retainer makes sense when you want steady coverage over months. Ours starts at $3,500 a month with a three-month minimum.
What should I do before a reporter calls?
Know the two or three things you want people to remember, and practice saying them out loud. Media training is that rehearsal, and it is far easier before the call than during it.
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Where to go from here
We are a Pittsburgh production studio, and we come to you. If you want to keep going, start with the work, a call, or the free brand audit.