Let’s be honest—getting media coverage can feel like going through a maze. Journalists get hundreds of pitches a week, and standing out isn’t easy. But here’s what we’ve learned from building media relations over the years: media attention happens when your strategy aligns perfectly with what journalists want to cover and what your audience is eager to know more about. Whether you’re pitching national outlets or local blogs, these five steps will give you a clear plan to capture media attention and make sure your story gets the spotlight.
1. Build a long-term media strategy
Quick bursts of media attention are great, but a long-term media strategy keeps your brand in the conversation all year. Instead of just reacting to trends, you need to anticipate them. Start by identifying major industry events, seasonal spikes, or important dates in your sector.
Tools that help:
- BuzzSumo or Google Trends for tracking what’s gaining attention and when. Let’s say you’re in the tech industry—events like CES or regulatory changes might drive coverage for months.
- Media calendar to map out these dates, plan your pitches, and observe the days or times when your story gets the most attention
- Trello or Asana to keep track of relevant industry moments and automate your posting schedule.
2. Localize your pitch for smaller outlets
Here’s the thing: national media coverage is great, but don’t sleep on local outlets. Local publications are often more accessible and can give you a strong foothold, especially when building brand awareness from the ground up.
When pitching local outlets, tailor your story to show its relevance to the community. Use data or local angles that make the story feel personal. For instance, if you’re opening a new office, talk about how it’s boosting the local economy or creating jobs.
One example: GreenStitch, a sustainable fashion brand, secured a local feature highlighting how their eco-friendly practices helped the community. After sharing the story on social media, they saw a 50% increase in engagement and a 20% sales boost. That local buzz attracted bigger outlets, and soon, GreenStitch had national attention. Start local, amplify it, and let the snowball effect work in your favor.
3. Tailor your pitch for different media outlets
Not all media outlets want the same kind of story. The type of pitch you send to a national newspaper shouldn’t be the same as what you’d send to a niche blog or a regional TV station.
For traditional outlets like newspapers or TV, focus on broad, authoritative stories. Make sure you have compelling visuals or an expert angle. For digital outlets, including blogs, focus on niche stories with specific data that’s relevant to their readers. Social media is a bit different—here, you’re pitching quick, interactive moments that can go viral.
ALSO READ: Traditional Marketing vs Digital Marketing: Which is Better?
4. Bank on exclusive content
Exclusivity is your secret weapon. Journalists are more likely to bite if you’re offering something they can’t get anywhere else. Whether it’s breaking news, proprietary data, or an exclusive interview, you give journalists a reason to prioritize your story.
Practical ways to approach this
- Tie that exclusive to something trending in your industry. If you’re pitching a sustainability initiative, connect it to the current conversation around climate change policies or green energy trends. This way, journalists see it as not only exclusive but also timely.
- Embargoes. When done right, they give journalists a head start on the story but under clear conditions (e.g., it can’t be published until a certain date). This helps you manage the release of sensitive or strategic information while giving journalists enough time to prepare their coverage.
5. Measure and monitor your media success
Once your story is out there, tracking its performance is key. This goes beyond just counting how many outlets covered your piece. You need to understand how your audience reacted.
- Did the story drive engagement?
- Did it shift perceptions of your brand?
Another important metric? Share of Voice (SOV)—this tells you how often your brand is mentioned compared to competitors.
Tools that help:
- Cision or Meltwater to track where your coverage landed.
- Google Alerts for real-time monitoring.
- SEMrush or Nielsen to analyze the reach and audience size.
- Talkwalker or Brandwatch to assess your brand’s visibility and sentiment across media outlets.
If your coverage sparked positive conversations, it means your message is hitting home.
ALSO READ: Why Monitoring Your Brand’s Social Media Sentiment Matters
The bottom line: Your media strategy awaits
PR is a marathon, not a sprint. It takes time to build the relationships, craft the perfect pitches, and position your brand as a resource journalists can rely on. But if you follow these steps, you’ll have a solid, actionable game plan that can lead to meaningful media coverage.
Which of these steps will you implement first in your media strategy?
M2.0 Communications is a PR firm in the Philippines that specializes in business, technology, and lifestyle communication. We offer a range of PR services including corporate communications, media relations, social media marketing, influencer marketing, and video production. Learn more about our work on our case studies page.
