What is your top tip for securing media coverage for your brand or client, and what is your favorite way to pitch a story? I've been a publicist for over three decades, below are two of my favorite ways to pitch a story: First, I love taking a national news story and making it relevant on a local level. In the PR world, we call that newsjacking. It's an effective way to position a local subject matter expert as a voice on a broader issue. While some topics can be quite serious, others are more lighthearted. For example, a few years ago there was national buzz around what the Tooth Fairy was paying. I secured local media pick up for him discussing what the "fairy rate" was in our community — it was a fun, creative way to join a national conversation while highlighting my client. Second, I always keep an eye on national days and months throughout the calendar year. Aligning these with a client's area of expertise — whether it's a chef, store owner, or therapist — creates timely opportunities to showcase a client. Recently, I had a chef do a cooking segment in honor of National Blueberry Pancake Month. There are endless opportunities when you match the calendar to your client's niche. When it comes to pitching, I am a people person and all about relationships I have built so my first move is to pick up the phone and reach out to the appropriate media contact. That personal connection can go a long way. Then, I always follow up with a well-crafted email that supports my verbal pitch.

You need to add more value than just templated text in an email. Journalists, just like readers, also want to understand the story that you're pitching to them. One of the best ways to do this is by visualising your data and including that in your pitch. Not only will this make your pitch stand out, it will also add a new layer to your story that's easier to interpret and is more engaging that just plain text.

My top tip for securing media coverage is to create authentic, personal video content that showcases your unique perspective on industry developments. We saw this work effectively when Mark Zuckerberg posted a simple 3-minute comparison video about the Apple Vision Pro on Instagram, which generated substantial press coverage and valuable backlinks. When pitching a story, I prefer to focus on providing genuine insights that journalists can't get elsewhere, rather than just sending standard press releases.

The best way to get media coverage is to make the journalist's job easy while giving them a story they can't ignore. Reporters get a lot of pitches, so your viewpoint needs to be timely, relevant, and backed up by facts or a new idea. Vanity metrics and boilerplate press releases don't work very well. Instead, think of news hooks, controversy, or useful information that readers will truly care about. My preferred technique to pitch is really personal and tells a story. After analyzing the journalist's recent work and audience, I develop a tale that resonates with both. I usually begin with a dramatic statement that makes the story seem important or paradoxical, then provide proof or examples. Finally, I respect their time, links to assets, quotes, and visuals are ready to go. In my experience, the most successful pitches don't ask "Can you cover this?"-they answer "Here's why your audience will care, and here's the easiest way to tell the story." My opinion: too many brands waste months building press lists and sending mass emails. The edge comes from strategic, journalist-centric storytelling, not bulk distribution.

Cross-Channel Authority Stacking is a tactic that we have seen work exceptionally well, especially when combining traditional media with the likes of niche podcasts. Rather than treating PR channels in silos, we leverage earned media from respected outlets (e.g., a Forbes mention or local news feature) as validation pieces when pitching podcast appearances. Additionally, hosts are more likely to book guests who bring with them both credibility and a new take that their listeners haven't already heard ten times over. Next, we re-leverage that podcast as a more casual, sincere proof point in our follow-up pitches to top-tier outlets who might have passed the first time around. For example, after a client landed a slot on a sustainability-focused manufacturing podcast, we took a short snippet and included it in our outreach to mainstream business editors. This led to a second interview request from a Tier 1 publication, which had originally passed on the pitch. It means that instead of these being seen as the same old expert being presented again, your client actually has a real opportunity because it is perceived as momentum building across platforms and not just in this one silo or that other tiny lane.

One of the most effective strategies we use at our reputation agency to gain media coverage is PROACTIVE STORYSTELLING — which is creating and pitching stories LONG BEFORE they're trending. Reactive PR has its time and place, but by the time the news cycle falls in line with your brand, you are typically too late. Instead, we create editorial-ready pitches aligning relevant client expertise with the cultural conversation before it happens. And when AI regulation began gaining traction in behind-closed-door policy circles (long before it hit headlines), we drafted a piece for a cybersecurity client about ethical technology governance for mid-tier outlets. The published story was later picked up and syndicated in three media verticals — increasing their website traffic and inbound leads by 15% within two weeks. We like to prep with EDITORIAL PRIMING. Rather than sending out boilerplate press releases, we draft short and to-the-point notes with a punchy subject line or headline pitch in bold, then weave in an unreported stat or insight. It's not about what's new with us—it is really more about what's next in the world and how our client fits into the overall picture.

The foundation of my outreach efforts includes timely public health moments coupled with de-identified signals from our programs. News reporters need three key elements for a story: access to data and lived expertise as well as direct access to information. The organization tracks overdose alerts along with seasonal spikes and policy changes to share their findings about admission patterns and length of stay and patient outcomes while protecting privacy. The numbers receive support from a clinician and family peer who can speak to the situation alongside a clear note about HIPAA compliance and rules. A brief email serves as my preferred method of pitching when I want to deliver news brief information. Subject: why it matters now in the reporter's city. The opening sentence delivers information about recent developments together with their local effects. Three bullet points include our current observations together with quarter-to-quarter changes and one actionable advice for the audience to implement at present. The media kit contains expert bios along with b roll and an embargoed fact sheet if needed. The closing section presents two available interview times along with contact phone number. Fast, empathetic, and useful wins.

The key to securing media coverage lies in providing a proof-driven article that the reporter can use to publish within 15 minutes. I secure coverage by pitching outcomes, not features. I demonstrate how accessibility fixes brought new users through before and after comparisons that match their beat while a redesign delivered enhanced Core Web Vitals alongside conversion rate improvements. A press kit contains a one-page brief along with two pull quotes and rights-cleared images and a 15-second screen capture and a read-only dashboard which displays LCP, CLS, crawl errors and goal completions data. The timing of my pitches aligns with significant Google updates and ADA rulings and I provide exclusive content to my pitches. I choose to pitch stories through brief six-line emails as my preferred method. Subject: outcome, time frame, data source. The first line of my pitch would display the headline I have chosen. Lines 2 to 4: three bullets with the problem, what we did, and the measurable result, with links to the kit and dashboard. I provide a specific media angle for that particular outlet on Line 5. Two sources including me and the client will respond within 24 hours as they have agreed to provide backup support.

As far as getting media coverage, my number-one advice is to really know the journalist's beat and pitch specifically to their interests. Brands will too often send out generic releases that don't stick. I make it my mission to do my research, read their most recent articles, know who their audience is, and know what they're passionate about covering. Not only does this demonstrate respect, but it heightens the odds of your story being taken up. I also enjoy pitching through personalized emails. They get straight to the point but have a compelling hook. I start with a brief, relevant insight that connects my client's story to current trends or news cycles. Then, I explain why this story matters to their audience. By keeping the pitch brief, respectful, and on point, I set up a win-win for the journalist and my client. At RepuLinks, we've learned how this considerate strategy fosters long-term media relationships and achieves genuine results.

Top tip: Build a story, not just a stat. Don't just say "we launched a new service"-tie it to a trend, a human moment, or a shift in consumer behavior. My favorite way to pitch is a short, conversational email that leads with a hook ("Ever heard of a cleaning franchise that runs 100% remote?"). Editors are people. Speak like one.

One mistake people make with media is only reaching out when they need coverage. By then, you're starting from scratch. The most effective way I've found is to build relationships with journalists well before you have a pitch in mind. I follow local reporters who cover real estate, home improvement, and community infrastructure. I share their work, comment on their articles, and occasionally offer background information when it fits their beat. That establishes trust over time. They know me, they know my specialty, and they know that I respect their deadline and their readership. So when a flood story breaks, I'm not some other name in their inbox; they already trust me. That trust makes a big difference. It's the difference between an email being ignored and one being opened. If the relationship is there, you're not pitching to a stranger; you're collaborating with someone who sees you as a reliable source.

Best advice for ensuring media lighting: It focuses on building authentic relationships with journalists. Before giving it time, find time to understand their rhythm, recent stories, and audiences. Adapting to this deals with what they care about, not just what you want to promote. The personalized, corresponding approach is always distinct from the common explosions you receive every day. Note that media lighting is more valuable to the news as well as partnerships. Favorite ways to break the story: I want to start with a compelling subject and clinging introduction suggestions - the "why now" factor. Then I'll talk about it short and keep it human. I emphasize a unique angle of history, reinforce it using solid facts, and complete it (by offering clear action, for example, by providing interviews and exclusiveness). If that's right, I would like to refer to the latest articles from journalists to explain why this story is natural. A well-thought-out presentation looks like a thoughtful conversation in a press release.

My top tip for securing media coverage is to make the story valuable to them, not just about you. Journalists don't care about your product, they care about what their audience will find useful, surprising, or timely. My favorite way to pitch is short and direct. I lead with the hook in the first sentence, keep the pitch under 150 words, and make it super easy for them to follow up, whether that's with a quote, a stat, or a ready-to-go angle they can plug into something they're already working on. If you make their job easier, you've already won half the battle.

Securing media coverage starts with credibility. Journalists respond to facts, trends, and insights they can trust. My top tip is to lead with data that demonstrates your authority. For the Truck Parking Club, this means using statistics on the truck parking shortage, property utilization, or industry trends. Presenting numbers upfront positions your brand as an expert source rather than a self-promoter. As I pitch a story, I emphasize relevance. I write a quick pitch that tells them about the issue we're solving and how it impacts the industry. I make it simple for journalists to grasp how their audience should be interested. Where appropriate, I provide visuals or maps, which make the story real. Finally, timing is everything. Match pitches with industry studies, seasonal concerns, or breaking news. Editors are more open to hearing your story when it ties in with a bigger picture, rather than when it is forced.

The top tip that I want to give is to prioritise relevance over everything else. Before you pitch a story, thoroughly research the journalist and the publication you have selected. That will provide you with a better understanding of their audience and what they write about. Send a personalised and relevant pitch to a single journalist. It is far more effective than sending out a generic email to an entire list. The favourite way that I choose to pitch is by finding the human-interest story. Instead of just announcing a new product, I frame the pitch around how the product is solving a real-world problem. I also specify the specific person or community which is being benefited. Journalists are always looking for engaging stories, not the conventional press releases. This approach helps create a more appealing and memorable narrative that has a much higher chance of getting picked.

Translating signals into strategy has helped in securing media coverage. Leveraging social listening is the most effective approach to do this. When you understand what your audience is saying, you can then identify patterns and see how they align with your brand's unique voice. Leading to finding and securing successful and relevant media coverage. Leading with insights from consumer intelligence data is my favorite way to pitch a story. By showcasing real-time shifts in consumer sentiment or emerging trends, the pitch immediately taps into a current, relevant narrative rather than a static brand message.

The best way possible to achieve coverage is to make the pitch relevant to a journalist on what he or she is covering and demonstrate how your story can enrich his or her coverage. Journalists react much to relevance than they do to general press releases. I prefer to use a data-driven approach or a definite result, like the number of funds obtained or the quantitative change in a community after the implementation of a program. Rather than an expansive introduction, the pitch begins with a specific detail that proves newsworthiness, and follows it with the larger story. That layout honors a journalist by respecting his or her time and by making it easier to understand where your story belongs.

Maintaining a coherent media strategy involves ensuring that there is a direct correlation between authentic cultural story sharing done for measurable results vs plain vanilla brand promotions. This method creates really good persuasive content that other editors genuinely want to show their audience. In response to the articles exploring our story of how serendipitous cultural interactions transform everyday trips into extraordinary experiences (along with quantitative proof that 85 percent of our customers prolong their stay after encountering unexpected, authentic moments—illustrated by standout examples like spending time with a family of master artisans to learn traditional pottery) travel is publications went wild. The story formed a compelling narrative, giving the audience — generally more interested in genuine cultural experiences than typical sightseeing pursuits — interesting insights. I tend not to diversify by destination paired with verticals as much, but instead, focusing on big picture cultural discoveries that help set the tone and then follow up with real examples of traveler behavior proving out those industry-wide conversations about travel seeing a shift from superficial sightseeing to authentic tourism. There are traditional festival seasons, artisan heritage months and even seasonal pushes for more sustainable tourism that provides a unique angle to thinkong below the fold of city-life stories at 2 a.m. when some editors are more willing than ever to look somewhere new for perspective, ideas, stories. Illustrate— with explicit examples —how cultural experiences can have a lasting impact, for example on travellers who go on to learn traditional crafts at home or build long-lasting relationships with the artisans in the destination. To offer editors real human interest points helping to appeal to an audience desiring true travel interactions and experiences— over a destination feature.

My top tip for securing media coverage is to completely shift your mindset from brand marketing to public resource. You have to stop thinking about what you want to sell and start thinking about the story a journalist wants to tell to their audience, which is a key distinction. For our business, that means we don't pitch our kitchen cabinets. We pitch a trend in home design or a solution to a common renovation problem identified through our customer data. My favorite way to pitch is to make it incredibly specific and personal. I'll send a very short, direct email to a journalist I've researched, referencing a recent article of theirs and explaining exactly how our data or expert insights can help them write their next piece. It can demonstrate that we are a reliable source of information, and I believe it's a much more effective long-term strategy than a generic press release.

Focus on what's changed. A recent acquisition, a shift in local drilling activity, or a trend in mineral interest sales gives the media something real to report. Reporters respond to movement backed by facts. Highlighting a specific county, a known operator, or a pattern in how mineral rights are being sold adds weight to your story. Keep your message focused and brief. I start my pitch with a compelling subject line that sounds like a news headline. I conclude with a brief paragraph that describes what transpired, where it took place, and why the local population finds it significant. Include hard details like location, acreage, and transaction type. Skip the corporate narrative. I usually offer access to a landowner or mineral owner involved. That human element gives credibility and makes the piece easier to write. Good coverage starts with timing and relevance. We only pitch when there's something clear and current. This keeps the relationship with editors and local outlets strong. They know when Caldera Royalty reaches out, it's because something worth covering just happened.