The seven steps
- 1
Start with a story, not an announcement
Journalists run news, not company updates. Ask what changed, who is affected and why it matters this week. Timeliness, local relevance, real impact, conflict, human interest and novelty are the classic tests. If you cannot name one, you do not have a story yet.
- 2
Choose the outlet before you write
Read what an outlet ran in the last month. Match your story to a section, a format and an audience. National mastheads, city dailies, regional papers, trade titles, radio, podcasts and newsletters all want different things. Our city guides list the local outlets for each capital.
- 3
Find the right journalist
Use recent bylines, not a generic newsdesk address. Note what they cover and what they have already written, so you can say why this story is new for them. Pitch one person per outlet, not the whole masthead.
- 4
Write a pitch that fits on a phone screen
A clear subject line, then three to five lines: what the story is, why now, why their readers care and what proof you have. Add your spokesperson and when they are free. Put the detail below, not above.
- 5
Make the story easy to run
Have a short media kit ready: a one page summary, high resolution images with captions, one or two quotable lines, key numbers with sources and a phone number that gets answered. The easier you make the work, the likelier it runs.
- 6
Follow up once, then let go
One polite follow up after a few days is normal. Avoid calling near deadlines, and never ask whether they got your email. If the answer is no, ask what would make it a yes, and move on.
- 7
Turn coverage into proof
Share it, link it from your site and keep a dated list of placements. Third party coverage is the most credible thing you can show a client, investor or search engine.
Relationships beat blasts
The people who get covered are usually the people who are easy to work with. Reply fast, give accurate numbers, say plainly what you cannot share and never oversell. A journalist who trusts your last story will read your next pitch.
If you are short on time or contacts, this is where an agency earns its fee: it already knows the desks and the deadlines. See how to match an agency to your need in the guide to choosing a PR agency.
Common mistakes
- Pitching a product when the story is a person, a customer result or a number.
- Sending the same release to a hundred addresses and hoping.
- Attaching large files instead of linking to them.
- Promising an exclusive and then giving it to someone else.
- Treating paid content as earned coverage. Both are valid when labelled, but they are not the same.
Questions
How long does it take to get media coverage?
A strong, timely story can run within days. Building a steady profile usually takes months of consistent, relevant pitching. No one can guarantee coverage, because the decision belongs to the journalist.
How do I find a journalist's contact details?
Start with the outlet's contact or tips page, recent bylines and the journalist's public social profiles. Paid media databases exist, and agencies usually hold their own. Always read recent work before you write.
Do I need a PR agency to get coverage?
Not always. Small, local stories can be pitched directly. An agency adds contacts, speed and judgement, which matters most for competitive stories, tight timelines or a profile you want to build over time.
Our agency rankings cover 26 agencies. General information, not legal or financial advice. Our method.