How to Get Media Coverage: PR Strategies That Work

According to Muck Rack’s State of Journalism 2024, 46 percent of journalists receive more than thirty pitches per week; 49 percent say they seldom or never respond. Most (73 percent) told the study’s authors their primary reason for rejecting pitches is the topic wasn’t relevant to the journalist’s area of focus.

The same survey discovered only 37 percent of public relations professionals consider subject relevancy the most important component of getting a pitch picked up by someone on their media list.

That’s a remarkable disconnect, indicating the two sides of media relationships often speak entirely different languages. While it’s no secret journalists and publicists pursue different — and sometimes conflicting — agendas, the two teams can and do work together to serve the needs of both groups. In fact, approximately 70 percent of journalists regard PR professionals as valuable resources, according to Muck Rack.

To gain insight into how PR pros can increase their chances of working with the press to secure favorable coverage for their clients and increase brand awareness, we asked top media consultants for their best advice on the subject. Here are their tried-and-true tactics for becoming the sort of critical resource journalists respect and to whom they respond.

How to get media coverage for your business

Have a strategy

Before crafting a press release, pitching a story, or preparing for an interview or event, start with a clear and purposeful strategy. Know what you want to achieve and have a concise, workable plan to achieve it with an irresistible media kit to match

“Every outreach should align with your broader goals,” said Shawna Seldon McGregor, a veteran of New York agencies and founder of Maverick Public Relations. “Thoughtful planning around timing, messaging, and audience can make or break a campaign.

At the same time, she cautioned, don’t try to piggyback on unrelated issues or shoehorn your client into media outlets that don’t fit the brand or align with the target audience.

“A strong strategy also means knowing when to say no,” McGregor said. “If an opportunity doesn’t align with your objectives or you don’t have something meaningful to add to the conversation, it is better to pass. Strategic restraint builds credibility with your client and the press.”

Above all, before you “hook” a journalist, make sure you can deliver what you promised. Nothing will kill credibility faster than convincing a journalist to write an earned media story about your client and then failing to deliver the interview.

Know the story and the journalist

In addition to having a crystal-clear story concept and pitching strategy, researching journalists and their outlets is essential for success, according to Kip Morrison, founder of Kip Morrison and Associates and a thirty-year veteran of media relations.

“Know everything about who you intend to approach,” she said. “A good publicist should know the journalist’s name and what they cover as well as the publication’s name and its target market. Instead of just sending the same email to every writer on your list, personalize your pitch to the ones who are likely to be most receptive.

“The real key to being a good publicist is being persuasive and keeping the message clear,” she added. “PR pros should be using a vocabulary that is very much in line with the journalistic style of the person you’re pitching. If the publicist knows the story and the writer well enough, they can change a ‘no’ to a ‘yes.’”

Make the most of follow-ups

“In my experience, a major pet peeve of journalists is receiving a video or info that has been sent previously and the follow up is only ‘have you looked at my email?’” Morrison said.

This is a missed opportunity. According to Morrison, follow-up contact should offer additional nuggets to advance the conversation and pique the journalist’s interest.

“Let’s say I sent a message several days ago and got no response,” she said. “If I reach out again and simply ask ‘did you look at my press release,’ the journalist may not even remember the initial message. With a new nugget of information or story angle, a new opportunity to engage the journalist can be created.”

Foster relationships

In 1973, about 70 percent of Americans, regardless of political party, expressed a high degree of trust and confidence in the news media. Today — thanks in part to political polarization and the popularity of social media conspiracy theories — public confidence in the press sits at an all-time low of 31 percent, according to Gallup.

Needless to say, today’s journalists are more hesitant than ever to engage with sources and their handlers, yet gaining journalists’ trust is imperative for successful media campaigns.

“Trust is the foundation of media relations,” said McGregor, admitting gaining the commodity can be challenging. She advises publicists to “take the time to understand the journalists you work with — their beats, their style, and their preferred way of collaborating. Authentic connections pave the way for effective storytelling and meaningful press coverage. Relationships built on mutual respect and genuine interest last longer and lead to better outcomes for everyone.”

Authenticity is as important when dealing with the press as with consumers, McGregor advised — especially when attempting to handle crisis communications.

“Honesty and transparency are vital,” she said. “Share information candidly, even when the story involves challenges. Journalists value truthfulness and are more likely to trust you when you’re up-front. Authenticity also builds your own reputation as a reliable and credible source, ensuring stronger relationships in the long run.”

Support journalism

“Public relations thrives on a strong, independent press,” McGregor said. Without it, companies and individuals would struggle to “get the word out” about issues that are important to them.

“Recognize the critical role of the Fourth Estate and support its sustainability,” she said. “Share stories that align with journalists’ audiences, deliver accurate and timely information, and never miss deadlines. Respect the craft and effort that go into great journalism. It’s a partnership, not a transaction.”

Don’t pitch irrelevant stories

The number-one pet peeve of many journalists is pitches that have nothing to do with the material they cover and don’t mesh with the interests of their audience.

“Occasionally, if you’re going for a longshot and you can weave a point of view into what they care about, you might get lucky,” said Morrison. “But journalists get pitched all kinds of info that simply is not right for them, and they begin to consider the publicist lacking in credibility.”

Worse, publicists who continually email off-topic “blog post” ideas may find their emails designated spam. Journalists at legitimate traditional publications resent their work being called a blog. Know the difference between blogs and news outlets, and target pitches appropriately.

Don’t bury the lead

Make sure the story is obvious even before the journalist opens the pitch. Most journalists prefer to be pitched by email, but subject lines must be compelling and concise. Emails with ho-hum, vague, confusing, irrelevant, or commercial subject lines may go to trash unopened — or worse, consign the sender to the spam folder.

In the email’s body, “use the first thirty or forty words to highlight your main pitch,” Morrison advised. “Basically, it’s the good-old-fashioned ‘don’t  bury the lead’ concept. And keep the body copy relatively short. If a journalist has to spend ten minutes reading the info, they’re likely to tune out.”

One more point: Don’t over-sell the story. Be particularly judicious about the use of “breaking news” in subject lines and body copy, because journalists resent over-use of the phrase. Unless the enclosed information is genuinely compelling and immediate, it’s best to find another way to generate interest. A major executive shakeup at a prominent corporation or an impactful change in laws or regulations are breaking news; launching a new product or opening a new store are not.

Don’t be a jerk

As in every other business interaction, dignity, honesty, and kindness count when dealing with the media. Be pleasant and professional, not demanding or rude.

“Professionalism is non-negotiable,” McGregor said. “Every interaction matters. A small act of kindness or making a journalist’s life a little easier through your support can leave a lasting positive impression.

“Conversely, dismissiveness, pushiness, or rudeness will be remembered — and not in a good way,” she added. “Journalists talk to each other, and your reputation is only as good as your behavior.”

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