Press coverage is any mention of your business in media outlets like online publications, newspapers, television, or podcasts. This exposure builds credibility with potential customers, increases brand awareness, and can lead to a rise in website traffic and sales. This form of third-party validation signals to the market that your brand is trustworthy, helping you stand out in a competitive environment.
Developing a Newsworthy Story
Before reaching out to any media, your business needs a story worth reporting. A simple advertisement for your product or service isn’t enough; the narrative needs a “hook” that is timely, original, or targeted to a specific audience. Journalists are looking for content that is relevant to their readers, not just promotional material.
Consider what makes your business unique. An angle could be a founding story, such as overcoming an obstacle to launch. The introduction of an innovative product that solves a common problem can also capture attention. Reaching a business milestone, like acquiring your 10,000th customer or celebrating an anniversary, provides a concrete reason for coverage.
Another strategy is to create your own news by conducting an industry-related survey and releasing the results. This positions your business as a source of data. A story centered on your company’s community impact, such as a local charity partnership or a sustainability initiative, can also be newsworthy.
Identifying the Right Media Targets
Securing press coverage requires a targeted approach. Instead of sending a generic story to a massive list of contacts, focus on identifying journalists and publications that cover your industry or community. The goal is to find individuals whose audience would be interested in what your business has to say.
Start by reading the publications you want to be featured in and note the reporters who write relevant articles. Social media platforms, particularly X (formerly Twitter) and LinkedIn, are useful for this research. Many journalists use these platforms to discuss their work and find sources, which helps you understand their focus areas.
Another method is to check the masthead on a publication’s website, which lists the editorial staff and their specific roles or “beats.” This helps you pinpoint the person who covers your niche. Use this information to build a well-researched list of contacts before beginning outreach.
Preparing Your Press Kit
A press kit, also known as a media kit, is a collection of assets that makes a journalist’s job easier by providing all necessary information in one location. Having this kit ready demonstrates your preparedness and signals that you understand the needs of the media.
Your press kit should contain several components:
- A company backgrounder or fact sheet summarizing your business’s history, mission, and services.
- Founder biographies with professional headshots to add a human element.
- High-resolution images of your products.
- A high-quality version of your company logo.
For major announcements, a press release is a useful addition. This is a structured statement about a specific event, like a product launch or new funding. You should also include links to any previous press mentions to build credibility.
Crafting the Perfect Pitch
Your pitch is the short, personalized email you send to a journalist to spark their interest in your story. It is a concise message designed to present your newsworthy angle and convince them it’s a fit for their audience.
A successful pitch begins with a specific subject line that communicates the topic. The body of the email must be personalized by referencing a recent article the journalist wrote or their area of coverage to show you have done your research.
Summarize your story, highlighting the most interesting hook, and explain why it is relevant to their readers. Conclude with a link to your press kit where they can find details and contact information. Keep the entire email brief and focused.
Following Up and Building Relationships
If you do not hear back, it is appropriate to send one follow-up email. Wait three to five business days before sending a brief, polite reply to your original email as a gentle reminder.
Strike a balance between persistence and pestering; a single follow-up is acceptable, but multiple messages are not. If you still do not receive a response, move on and assume they are not interested at this time.
Beyond a single pitch, focus on building long-term relationships with journalists. Engage with their work on social media by sharing their articles or commenting thoughtfully on their posts. Providing value without asking for anything in return builds rapport that can be beneficial for future outreach.
Maximizing Your Media Mentions
Once an article or segment about your business is published, your work is to ensure it reaches the widest possible audience. This amplifies the benefit of your public relations efforts.
Share the coverage across your business’s social media channels, tagging the journalist and publication. Add the publication’s logo to an “As Seen In” section on your website to boost credibility. You should also feature the article in your next email newsletter.
You can also repurpose the content for your marketing materials. Use quotes from the article on your product pages or in social media graphics. Sharing this third-party endorsement reinforces your brand’s authority and can influence potential customers.