How to get media coverage is one of the most common questions I hear from CEOs, marketing directors, and nonprofit leaders who want to grow visibility and credibility for their organizations.
If you have ever said, “We need more press,” you are not alone.
Media coverage builds visibility. Visibility builds credibility. Credibility builds trust. And trust drives growth.
But earning press coverage is not about luck. It is not about blasting a press release to a long list of contacts and hoping something sticks. And it is definitely not about calling a newsroom and asking them to feature your company. Doing these things can lead to negative repercussions.
Media coverage is strategy. It is preparation. It is positioning.
Below is a step-by-step guide to help you think more strategically about how to get media coverage on your own. At the end, I will explain the reasons why many organizations ultimately choose to partner with a public relations firm to manage and scale that visibility locally, regionally, and nationally.
Step 1: Get Clear on Your Story
Before you contact a single reporter, you must have a clear, newsworthy story to tell. Ask yourself why anyone outside your organization should care. Consider who is impacted, what is new or timely, and how it connects to something larger happening in your community or industry. Also, notably, does this content make the viewer or reader feel something?
Media does not exist to promote your company. Media exists to serve an audience. If your message only benefits you, it is marketing. If it informs, protects, inspires, or impacts others, it has the potential to be news.
Clarity is everything. When your messaging is tight, focused, and audience-driven (the “What’s in it for them”), you dramatically increase your chances of getting a reporter’s attention. Strong press coverage begins long before the first pitch is ever sent.
Step 2: Identify the Right Media Outlets
Once your story is clear, the next step in how to get media coverage is identifying the right outlets. Not all media exposure is equal, and not every publication or station is appropriate for your message.
Start by evaluating local television stations, newspapers, and radio programs in your market. Then consider regional business journals, industry trade publications, relevant podcasts, and national outlets aligned with your topic. A local charity event likely belongs in community media. A new technology or industry innovation may belong in trade or business publications. A data-driven industry trend could attract national interest if positioned properly.
Conversely, if you pitch a story to what is clearly the wrong outlet, you may burn your credibility with that organization. This mistake is most often made when sending out mass emails. (Translation, don’t contact “Food and Wine” Magazine about your client’s monster truck show.)
Being strategic about where you pitch is more effective than casting a wide net. One well-placed story in the right outlet can outperform dozens of irrelevant placements.
Step 3: Research the Right Reporter or Editor
Many organizations make the mistake of sending a generic email to a newsroom inbox and hoping it reaches the right person.
Instead, identify the specific reporter or producer who covers your industry or topic. Study their recent articles or segments. Pay attention to the angles they focus on, the tone they use, and the types of stories they regularly produce.
When you reference a reporter’s previous work in your outreach, you demonstrate that your pitch is intentional and thoughtful. That level of personalization separates you from the mass emails filling their inbox each day. Successful media relations are built on relevance, not volume.
Also, be aware of who has the most space to fill. A Fox or CW affiliate with a morning show might have double the amount of time to cover over an NBC, CBS, or ABC station because they don’t toss to the network at 7am. Therefore they have more room for guest segments that can tell your story.
Step 4: Craft a Strong Media Pitch – The Hook!
Your pitch is not a press release. It is an invitation to explore a story.
A strong pitch is concise and compelling. It clearly explains what the story is, why it matters now, and how it benefits the outlet’s audience. It should summarize the key points without overwhelming the reader with unnecessary detail.
The goal is not to tell the entire story in one email. The goal is to spark interest and earn a conversation. Reporters need to understand quickly why your story deserves attention. Clarity, timeliness, and confidence are critical. (Don’t underestimate your headline here. That might be the difference between the release being read, or “delete” being pressed.)
Step 5: Make It Easy for Media to Say Yes
Reporters and producers operate on tight deadlines. If you want coverage, make their job easier. Set everything up on a silver platter!
Be prepared with a spokesperson who can communicate clearly and confidently. Have structured talking points ready. Provide high-resolution images or video if available.
Also, make sure you have everyone and everything they would need to cover the story available before you ever make the pitch. It is not unheard of for a reporter to receive an email, pick up the phone and call asking to cover the story two hours later.
If your story is visual, think through how it will look on camera. Television in particular requires strong visuals to justify airtime. Sometimes, you can even provide them with b-roll. For example, if your story is about kids, make sure there is an opportunity for them to get video of those kids in action.
When you remove friction from the process and provide organized resources, you increase the likelihood that a reporter will move forward with your story.
Step 6: Follow Up Professionally
Following up is part of the process. Overdoing it is not.
A polite follow-up within a couple of days can be helpful since emails often get buried. Keep your message short and professional. If the outlet declines, thank them and keep the relationship intact.
Long-term success in public relations comes from maintaining credibility and professionalism over time. Today’s “no” can become tomorrow’s opportunity.
Step 7: Be Ready for the Interview
When a reporter says yes, preparation becomes essential.
Confirm logistics quickly. Arrive early. Stick to your key messages. Avoid jargon and never use acronyms. Answer questions directly and honestly. Every interview shapes public perception of your organization. Answer with your “Home Base” message as many times as possible.
Media opportunities can elevate credibility quickly. They can also expose weaknesses if you are unprepared. Treat every interview as a reflection of your brand.
Can We Help You?
At Chemistry PR & Multimedia, we do not simply distribute press releases. We help clients clarify their messaging, anticipate challenges, align communications across platforms, and strategically pursue earned media coverage at every level. We have experienced the trials, the setbacks, and the breakthroughs that come with real media engagement. That experience allows us to move faster, avoid common pitfalls, and maximize every opportunity. Please reach out if we can put this experience to work for you.
