My top tip for securing media coverage is to create genuinely newsworthy content that provides unique value to the publication's audience. As someone who specializes in Digital PR, I've found that journalists respond best to pitches that clearly demonstrate why their specific readers would care about your story. When pitching, I prefer a concise, personalized email that shows I've done my research on the journalist's previous work and beat. My background in professional writing and content management has taught me that the most successful pitches lead with a compelling headline and summarize the story's key points in the first paragraph. Building relationships with media contacts over time, rather than only reaching out when you need coverage, significantly increases your chances of getting your stories placed.
My top tip for securing media coverage lies in building relevance and relationships because journalists are constantly searching for stories that add value to their readers, and when you approach them with this perspective, you immediately stand out. The focus should move away from how to get featured and towards how to contribute meaningfully to a narrative that matters to their audience, and that shift alone changes the entire dynamic of your outreach. When I pitch a story, I prefer a method that is short, specific and driven by a strong narrative rather than by self-promotion. I begin by studying the journalist's recent work and identifying the direction of their coverage, then I shape my pitch to align with that context. The subject line remains simple and precise, so the focus stays on the story, and inside the message, I lead with the hook, the data or the angle that is genuinely newsworthy while keeping my brand name secondary. I often add a supporting case study, a client experience or a timely statistic that strengthens the relevance of the pitch. I make the process effortless for the journalist by avoiding lengthy paragraphs or unnecessary attachments, and instead, I provide a link to a press kit or ready-to-use assets if they choose to explore further. Once a response comes in, I ensure that my replies are prompt, and my availability aligns with their deadlines because reliability is often the difference between being considered once and being considered repeatedly. In my experience, the most consistent results come when the journalist and their audience are placed at the centre of every pitch and when you position yourself as a collaborator in their storytelling rather than simply as a brand seeking visibility.
My top tip for getting media coverage is to lead with a story that's actually newsworthy and fits the outlet's audience. Instead of sending a generic announcement, find a fresh angle, maybe a new trend, exclusive data, or a timely event that gives journalists something their readers will care about right now. My favorite way to pitch is with a short, personalized email that gets to the point fast. In the first two sentences, explain why your story matters now and why it's relevant to them. Then give a quick outline of the angle, suggest a headline, and offer something extra, like an exclusive stat, quote, or expert interview.
The best way we've secured media coverage is by flipping the usual pitch. Instead of talking about why we are great, we focus on giving journalists something they can use right away - a data point, a fresh angle, or a quote that plugs into a trend they're already covering. One tip that works every time: lead with the story, not the bio. If your first line reads like a press release, it's ignored. If it opens with, "We noticed X trend shifting in your industry - here's our data on it," it gets a reply. My favorite way to pitch is a short, 2-3 sentence email with the "usable nugget" up front and my intro at the bottom. Quick, relevant, and respectful of their time. That's what gets coverage.
My top tip for securing media coverage: lead with original insight or data, not just a story. Journalists are flooded with pitches that say "we launched a thing" or "we're doing great." What cuts through is when you can offer something useful to their audience, like a unique trend, a surprising stat, or a real-world example tied to a timely topic. My favorite way to pitch is a value-first, relationship-focused email. Short, punchy, and tailored. For example: "Hey [Name], noticed you recently covered [Topic]. We just analyzed 500+ small business GMB profiles and found that businesses with over 100 reviews are 3x more likely to rank in the top 3 local results. Happy to share the full dataset or help with commentary if you're covering local SEO trends." It's not about making the story about you, it's about making you useful for their story. When you start there, media coverage becomes a lot more likely (and repeatable).
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.
My top tip for securing media coverage is to build strategic relationships with journalists by consistently offering value before asking for anything in return. I've found tremendous success using platforms like HARO (Help A Reporter Out) where I provide expert quotes that genuinely help journalists complete their stories while positioning my brand in relevant conversations. When pitching stories, I prefer focusing on problem-solving content that addresses real industry challenges rather than promotional material, which has helped me secure guest pieces in publications that matter to my audience. This relationship-first approach extends to building personal brand visibility through platforms like LinkedIn, where I've established my "Brand Professor" identity. The key is patience and consistency - media relationships aren't built overnight, but when nurtured properly, they create sustainable coverage opportunities that paid advertising simply cannot match.
When we think about pitching a story whether it's for press, a brand film, or an ad we don't start at the top. We start at the end. What do we want the viewer to feel? Do? Share? Remember? Once we define that outcome, we reverse engineer every beat of the story to get them there. Telling a Story That Makes the Reader Feel Like They Discovered It In traditional media, especially written press, audiences arrive curious but distracted. So we open with relatability, not accolades. Your award doesn't matter until your why does. For example, we helped a local brand get featured by a regional business publication. Instead of pitching, "New Product Launched by Local Startup," we led with: "This founder walked away from a 6-figure job to solve a problem that most people overlook but face daily." We gave the journalist a lead that spoke to the reader, not about the brand. The result? A feature that read like a profile piece, not a press release and it got picked up and syndicated. Tip: Always ask yourself"Is this headline something I'd click on if I didn't work here?" Video: Making the Audience the Main Character In video, we're dealing with short attention spans and strong emotional filters. The only way to cut through is to make the viewer feel seen. Our formula looks like this: 1. Lead with the problem in the first 3 seconds. 2. Introduce the story through real people or moments, not narration. 3. Deliver the payoff not just the solution, but the emotion that comes with it. 4. End with a visual cue that makes the viewer want to share it ("That's so me" or "This reminds me of my sister.") We once did a spot for a nonprofit mental health org. The hero wasn't the organization it was a teenager talking about what it felt like to "smile on the outside and drown on the inside." No logo for the first 15 seconds. No pitch until minute two. Just truth. It outperformed every branded PSA they'd ever done because it was about us, not them.
My top tip for securing media coverage is to create compelling, substantive content that provides real value to journalists and their audiences. We've found success using press releases that highlight significant client wins, but these must contain newsworthy information that stands out in a crowded media landscape. Beyond press releases, our most effective pitching strategy involves developing comprehensive case studies that thoroughly document client problems, our solutions, and most importantly, the measurable results achieved. These detailed case studies give journalists complete stories with beginning, middle, and end, rather than just promotional material. Reporters appreciate when we provide them with well-researched content that includes verifiable data points and quotes, essentially doing some of their work for them while still allowing them to craft their own narrative angle.
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.
Journalists are inundated with pitches every day, so standing out means demonstrating genuine insight into their audience and current news cycles. Before reaching out, we research the reporter's recent work to pinpoint what truly matters to them— trends, landmark cases, or timely regulatory shifts. We tailor the pitch to show how our client's perspective or expertise directly ties into those topics, offering unique commentary or data they can provide. My favorite way to pitch a story is via a concise, personalized email that cuts straight to the point. We lead with a compelling subject line—think breaking news relevance or a surprising legal angle—then open with a sentence that immediately establishes why this story matters now. We avoid jargon, keep it under 200 words, and always include a quotable statement or a quick bullet list of key takeaways that the journalist could use in their coverage. We also include one or two lines about our client's credibility, such as notable case wins or media appearances, to build trust without overselling. We are always immediately available for follow-up and offer supporting resources, like court filings or original research, to make the journalist's job easier. Securing meaningful coverage is about forging real connections and delivering value.
We've learned that the best way to get media coverage is not to pitch ourselves, but to pitch a story. Reporters don't really care about a company's latest update unless it connects to something bigger. So instead of saying, "we launched this," we'll explain what that change signals for the industry or for the challenges businesses are dealing with. That small shift makes the pitch more useful. When we reach out, we keep it short and personal. A long press release rarely gets read. A quick note that ties into a journalist's beat works far better. For example, if someone covers workplace trends, we'll share what we've seen on the people side. If their focus is technology, we'll talk about lessons from client projects. This approach works because it respects their time. It gives them a clear angle and a quote they can use right away.
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.
It's easy to fall into the trap of chasing every media opportunity when promoting your brand. We all know that coverage is incredibly valuable. But casting a wide net without intention can come across as unfocused or even a bit desperate. Worse, it risks alienating the very journalists you're trying to connect with. A more effective approach is to adopt a tailored, strategic mindset. Before reaching out to a journalist or submitting a pitch, don't just ask, "Is this worth pursuing?" Instead, ask, "Is this the BEST opportunity available?" You only have so many chances to make a strong media impression, so choose your targets wisely. Focus on the publications and themes that will deliver the highest impact. Start by identifying what's truly unique about your business or story. What sets you apart? Avoid generic entrepreneurial narratives or overused founder tropes. Journalists aren't looking for another startup story -- they're looking for your story, told with clarity, purpose, and relevance. Waiting until the right moment to tell it ensures your story is highly effective, not just another filler article.
My top tip for securing media coverage is to craft a pitch that is genuinely newsworthy and tailored to the outlet's audience. I never send generic press releases. Instead, I find a unique angle, back it up with data or a compelling story, and make it easy for the journalist to see the value for their readers. My favorite way to pitch is through a concise, personalized email that opens with why their audience will care, followed by a short narrative and a clear offer for supporting material like images or quotes. When I've done this, coverage has felt like a natural collaboration rather than a cold transaction.
Chief Marketing Officer / Marketing Consultant at maksymzakharko.com
Answered 7 months ago
My top tip for securing media coverage is to leverage platforms like Help a Reporter Out (HARO) where journalists actively seek expert sources for their stories. Rather than sending unsolicited pitches, I've found tremendous success by responding to specific journalist queries with concise, valuable insights that position my clients as industry experts. When pitching through these platforms, I focus on providing journalists exactly what they need—clear, quotable expertise without unnecessary fluff or promotional language. This approach has consistently secured coverage in high-authority publications like Forbes and Insider, even for clients with limited PR budgets. The key is understanding that journalists aren't looking for advertisements but for genuine expertise that enhances their stories and provides value to their readers.
Know the journalist's beat and tailor your angle so it fits their audience, not just your agenda. A pitch works best when it's timely, backed by credible data, and framed as a story rather than a sales pitch. I prefer short, clear emails with a sharp subject line and one compelling hook. Make it easy for them to say yes.
Top tip: make the pitch about *them*, not you. Journalists don't care about your brand's latest milestone—they care about what's timely, surprising, or genuinely useful to their readers. My favorite pitch move? Lead with a sharp, contrarian insight or data point that challenges the status quo, then back it up with a quote or angle they can run with. Keep it short, punchy, and make their job easier. That's what gets opens—and coverage.
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.
As the Founder and CEO of Nerdigital.com, I've come to see media coverage not as a matter of luck or connections, but of positioning—knowing how to craft a story that's both timely and genuinely valuable to the audience a publication serves. My top tip for securing media coverage is simple: lead with relevance, not promotion. Journalists and editors aren't looking for a sales pitch—they're looking for stories that inform, challenge, or reveal something new. So the key is to frame your brand or client within a larger conversation that's already happening in the industry, culture, or market. What shift are you seeing? What problem are you solving in a new way? How does your story illustrate a trend that others might miss? Before we pitch anything, we do our homework. We study the journalist's past work, the tone of the outlet, and the topics they've covered recently. Then we tailor our angle accordingly—not with a generic press release, but with a concise, personalized pitch that makes it clear why this story matters now, and why it matters to their readers. My favorite way to pitch a story is through what I call a "story-first" approach—starting with a compelling insight or hook, not the product or company name. For example, rather than saying "Our client launched a new platform," we might lead with, "More small businesses are losing organic reach online. Here's how one founder is flipping the model to put control back in their hands." The brand is part of the solution, but the pitch is rooted in a challenge people care about. We've had the most success when we make the journalist's job easier: a well-structured pitch, a clear headline suggestion, relevant data points, and access to a credible, available spokesperson. When we offer something that reads like a finished story idea, it often stands out in a crowded inbox. Media coverage doesn't happen by pushing louder—it happens by aligning better. And when you position your brand as a meaningful voice in a larger dialogue, you move from pitching a story to being the story. That's the real win.