How to Get Media Coverage That Actually Builds Your Brand
Media coverage for business can be a powerful way to reach current and prospective customers-often outperforming paid digital campaigns. It can boost your visibility, build trust, and help drive sales.
Forget influencer marketing, growth hacks, and viral stunts for a second. The right media coverage can put your business front and center in highly targeted industry publications and business outlets. That means more reach, more credibility, and a better chance of connecting with people who are ready to buy.
Still, many businesses don’t take full advantage of PR. Why? Because it’s hard to know where to start. Common questions we hear from clients include:
What’s the best way to pitch my business to the media?
Where do I find the right contacts at different industry publications?
Do I need a press release?
We’ll dive into all of those in upcoming posts. But today, we’re focusing on one of the most important pieces of any successful PR strategy.
Focus on the Story, Not the Sale
This is the heart of a good media pitch: a story people want to read and share. Think like an editor, not like a marketer. What do their readers care about? What makes your perspective different or useful? How does your story add value?
Start by researching past media coverage that connects to your business or industry. Tools like BuzzSumo can help, or simply start with Google. Look for themes, headlines, and authors. Keep a running list in a simple spreadsheet.
Align Media Coverage With Business Goals
Once you have a sense of where your story fits, tie it back to your business objectives. Do you want to:
Attract investors?
Shift how people perceive your brand?
Support recruiting?
Equip your sales team with more credibility?
Your public relations strategy should support those goals. And if you’re thoughtful, you can pitch different angles to different outlets—without worrying about overlap.
Look for stories or trends that journalists are already covering. Referencing past coverage in your pitch shows you’ve done your homework and helps your story feel timely and relevant.
Crafting Your Pitch
This is where your brand voice matters. Your media pitch should sound like you—clear, confident, and human.
Write like you’re talking to someone who’s never heard of your business but would totally care if they did. That means:
Be concise.
Be relevant.
Show your passion.
A conversational tone is often more engaging than a corporate one. And while press releases have their place, they’re usually too broad to land meaningful coverage. Customize your pitch to each outlet and each audience.
Where to Go Next
If you're looking for a clearer, more strategic approach to media outreach, let's connect. We help businesses craft smarter pitches that align with real goals and actually get noticed.