Press coverage, often called earned media, is the publicity a business receives without paying for it. This exposure comes from third-party sources like journalists and influencers who choose to feature a brand or its story. The value of this coverage lies in its credibility; since it is not bought, audiences perceive it as a genuine endorsement. This organic visibility can increase brand awareness, build trust with potential customers, and introduce a business to new markets.
Develop a Newsworthy Story
Before seeking media attention, a business needs a story that journalists will find compelling. News value is determined by several factors that appeal to a publication’s audience. A story must be more than a simple announcement; it needs a hook that captures attention and provides value to readers.
Timeliness is an important element, as stories connected to current events, recent data, or breaking news are more likely to be covered. For example, a cybersecurity firm could offer expert commentary following a major data breach, making its insights relevant. A product launch, a new round of funding, or a significant company milestone also have a built-in timeliness that can attract media interest.
The impact of a story is another major consideration for journalists, who need to understand how the news affects their specific audience. A story’s relevance is measured by its ability to solve a common problem, address a widespread concern, or highlight a market shift. A business that can clearly articulate why its announcement matters to a broader community increases its chances of being featured.
Stories with a human-interest angle often resonate with audiences. A founder’s unique journey, a compelling customer success story, or a company’s commitment to a social mission can transform a business announcement into a relatable narrative. Tapping into novelty, such as a disruptive technology or an innovative business model, can also make a story more appealing by highlighting what is new or different. Services like Help A Reporter Out (HARO) distribute daily queries from reporters seeking expert sources.
Create a Comprehensive Press Kit
A press kit, or media kit, is a tool for media outreach. Its purpose is to provide journalists with all the necessary information and assets about a business in a single, easily accessible location. This saves reporters time and ensures they have accurate materials to work with, increasing the likelihood of coverage. The kit should be housed in a digital folder on a cloud service like Google Drive or on a dedicated page of the company website.
A complete press kit should include:
- A company fact sheet or backgrounder that offers a concise, one-page summary of the business, its mission, and other key factual information.
- Biographies for the company’s founders and key executives that highlight their expertise, along with professionally taken, high-resolution headshots.
- Official press releases for any company announcements.
- A selection of high-resolution media assets, including the company logo in various formats and high-quality photographs of products, services, or the team.
- Clear and direct contact information for the person who handles media inquiries, ensuring journalists know who to reach out to for follow-up questions.
Identify the Right Media Contacts
Securing press coverage depends heavily on connecting with the right journalists. A targeted approach that focuses on quality over quantity is more effective than sending a mass email to hundreds of generic addresses. The goal is to find specific reporters and editors who cover your industry, company size, or relevant topics.
The most direct method is manual research. This involves reading the publications you want to be featured in to identify journalists who consistently write about your field. By analyzing their past articles, you can understand their “beat,” or area of specialty, and determine if your story aligns with their interests.
Social media platforms like Twitter and LinkedIn are also useful for this research. Many journalists are active on these sites, sharing their work and discussing topics they are currently following. Following relevant reporters can provide insight into their professional interests and even reveal specific stories they are working on, offering a timely opportunity to reach out.
For businesses with a larger budget, media database services like Muck Rack or Cision offer extensive, searchable directories of journalists, editors, and producers. These platforms provide detailed contact information and profiles, which can streamline the research process. Regardless of the method used, the objective is to identify a specific individual and their area of focus to ensure your pitch is relevant.
Craft a Compelling Pitch
The pitch is the direct communication intended to convince a journalist that your story is worth covering. It is a concise, persuasive message that respects the reporter’s time and clearly articulates the value of your news.
The subject line is the first hurdle. It must be clear, concise, and intriguing enough to stand out in a crowded inbox. A good subject line avoids generic phrases and instead offers a specific hook related to the story, such as “PITCH: New Fintech App Challenges Traditional Banking with Zero-Fee Model.”
Personalization is another way to get your email read. Always address the journalist by their first name. To demonstrate that you have done your research, briefly mention a recent article they wrote that you found insightful. This gesture shows that you have a genuine interest in their work and understand their audience.
The body of the email should get straight to the point. The opening sentence must act as a hook, immediately summarizing the core of your story. The following short paragraphs should explain the news, articulate its relevance to the publication’s readers, and provide a link to your press kit for more information.
Finally, every pitch needs a clear and simple call to action. The goal is to make it as easy as possible for the journalist to respond. End with a low-friction question like, “Would you be interested in seeing the full press release?” or “I am available for an interview this week if you would like to learn more.”
Follow Up and Build Relationships
Sending a pitch is often just the first step; a polite and professional follow-up can significantly increase your chances of getting a response. Journalists receive hundreds of emails a day, and a well-timed follow-up can bring your story back to the top of their inbox. However, there is a fine line between persistence and pestering.
Wait three to five business days before sending a follow-up message. When you do follow up, reply directly to the original email thread to provide context. The message should be brief, serving as a gentle reminder, such as, “Just wanted to follow up on my previous email and see if this story is of interest.” If you do not receive a response after one or two follow-up attempts, it is best to move on.
Beyond securing a single story, the long-term objective should be to build mutually beneficial relationships with journalists. You can achieve this by positioning yourself as a reliable and valuable resource. Share your expertise or offer to connect them with other sources, even when you do not have a story to pitch. This approach fosters goodwill and establishes you as a credible expert in your field, making it more likely that reporters will think of you for future articles.