How To Get Media Coverage: Secrets Revealed

You’ve got an amazing story. Your product is revolutionary. Your service is unmatched. Yet, crickets from the media. Sound familiar? If you’re nodding your head, you’re not alone. In today’s noisy media landscape, getting media coverage from journalists can feel like trying to be heard at a rock concert. But don’t worry, I’ve got your back.

I’m Mark Kaley, and I’ve spent over 15 years in the trenches of public relations and media relations. I’ve seen it all – the good, the bad, and the ugly of pitching stories to journalists. And today, I’m going to share with you the secret sauce that’ll make your story irresistible to even the most jaded journalist.

Understanding the Journalist’s World

First things first, let’s step into a journalist’s shoes. Imagine your inbox flooded with hundreds of pitches daily. Each one claiming to be the “next big thing.” Overwhelming, right? That’s exactly what journalists face every single day.

Here’s the kicker: journalists are not your enemy. They’re not sitting there, rubbing their hands together, plotting to ignore your pitch. They’re looking for great stories. They want to write about something exciting, something their readers will love. Your job is to make their job easier.

Crafting Your Pitch: The Art of Storytelling

Now, let’s talk about your pitch. This is where the magic happens. Or doesn’t.

Your pitch needs to be more than just facts and figures. It needs to tell a story. Humans are hardwired for stories. We love them. We remember them. We share them. So, how do you turn your business news into a compelling story?

Start with the ‘why’. Why does your story matter? Why should anyone care? This is where understanding your motivation comes in. It’s not just about what you’re doing, but why you’re doing it.

For example, let’s say you’ve developed a new app. Don’t just tell me it’s innovative. Tell me how it’s going to change lives. Did you create it because you saw a problem that needed solving? Was there a personal experience that drove you? That’s your story.

The Headline: Your First Impression

Your email subject line is like the headline of a newspaper. It needs to grab attention instantly. Forget the “Press Release” or “For Immediate Release” stuff. That’s old school. Instead, think like a journalist writing a headline for their article.

“Local Tech Startup Revolutionizes Senior Care” is way more intriguing than “Press Release: New App Launch.”

The Body: Keep It Snappy

Once you’ve got them to open your email, don’t lose them with a wall of text. Keep it short and sweet. Journalists are busy people. They don’t have time to read your company’s entire history.

Start with a powerful opening sentence. Then, use bullet points to highlight the key aspects of your story. Make it easy for them to grasp the essence of your news quickly.

The Human Element: It’s Not Just Business, It’s Personal

Remember, journalists are human too. They’re not just looking for facts; they’re looking for stories that will resonate with their readers on a personal level.

Can you tie your story to a current trend or a larger issue? Is there a human interest angle? Maybe your new product was inspired by a personal struggle. Share that. It adds depth and relatability to your story.

Timing: The Unsung Hero of Media Coverage

Timing is everything. Seriously.

Understanding news cycles is crucial. If you’re pitching a story about holiday shopping trends, don’t wait until December. Journalists are planning those stories months in advance.

Also, be aware of what’s happening in the world. If there’s a major global event dominating the news, your product launch might need to wait. Unless, of course, your story ties into that event somehow.

Building Relationships: The Long Game

Getting media coverage isn’t just about one pitch. It’s about building relationships with journalists over time. Follow them on social media. Read their articles. Understand what kind of stories they typically cover.

When you do reach out, make it personal. Reference a recent article they wrote. Explain why you think your story would be a good fit for their beat.

And here’s a pro tip: don’t just reach out when you want something. Share their content. Offer genuine compliments on their work. Be a resource for them, even when you don’t have a story to pitch.

The Follow-Up: Persistent, Not Pesky

So, you’ve sent your pitch and… nothing. Don’t panic. Journalists are busy. Sometimes, they need a gentle reminder.

Wait a few days, then follow up. Keep it short. Ask if they received your previous email and if they need any additional information. But remember, there’s a fine line between persistent and annoying. If you don’t hear back after a couple of follow-ups, it’s time to move on.

When You Get a “No”

Rejections happen. To everyone. Even to PR pros like me. Don’t take it personally.

Instead, see it as an opportunity. Politely ask for feedback. Maybe your timing was off. Maybe they just covered a similar story. This information is gold for your next pitch.

The Secret Sauce: Authenticity

After all these years in PR, you know what I’ve found to be the real secret sauce? Authenticity.

Be genuine. Be passionate about your story. Let that shine through in your pitch. Journalists can smell insincerity a mile away.

Don’t try to be something you’re not. Don’t exaggerate or make false claims. Present your story honestly and compellingly. That’s what will make journalists sit up and take notice.

Putting It All Together

Getting media coverage in today’s noisy landscape isn’t easy. But it’s not impossible either. It’s about understanding the media world, crafting compelling stories, timing your pitches right, and building genuine relationships.

Remember, every big media hit started with a single pitch. Your story deserves to be heard. Now go out there and make some noise!

And hey, if you’re still feeling overwhelmed, don’t sweat it. That’s what PR pros like me are here for. Sometimes, you need a guide to navigate the media jungle. And that’s okay. Because at the end of the day, it’s all about getting your amazing story the attention it deserves.

Mark Kaley is the author of the book “From Pennies to Millions” and the PR Manager with Otter Public Relations. He has been featured in Forbes, Fox Business, Authority Magazine, Modern Marketing Today, PR Pioneer, Market Daily, O’Dwyer PR, DKoding, and Consumer Affairs. Mark is also a contributor with Hackernoon, you can view his contributor profile here. Learn more here.