Media Outreach Strategies That Actually Work

While it may feel like PR/media specialists have a magic wand for news coverage, we’re here to let you in on a secret. Media outreach isn’t magic. Shocking, we know! Sadly, no secret incantation turns a press release into a New York Times feature. But don’t worry, it’s not rocket science either. Getting press just takes strategy, persistence and a thoughtful approach.

What is Media Outreach, and Why Should You Care?

Media outreach is about getting journalists, bloggers and influencers to talk about your brand. Done right, it builds credibility and boosts public awareness and interest. But the goal isn’t just coverage. It’s the right coverage. You want your story in front of the right audience, in the right publication, at the right time.

8 Essential Media Outreach Strategies

Whether you’re a nonprofit trying to get some well-earned attention or a small business looking to make waves, these effective media outreach strategies could get the job done.

1. Know who you’re talking to (and their audience).

Not all journalists are the same, and not all audiences care about the same things. Take the time to research who covers your industry, what kind of stories they write and what their readers care about.

How to Identify the Right Audience:

• Read their work. Know what kind of stories they cover before you pitch.
• Use media databases. Cision, Muck Rack and SOS can help you find relevant journalists.
• Segment your outreach. A travel blogger and a business reporter are not the same audience. Adjust accordingly.
• Follow them on social media. Journalists often share what they’re working on.
• Build relationships before you need them.

Nobody likes that person who only reaches out when they need something. Build relationships with journalists before you pitch them. Follow their work, share their articles and engage on social media. In short, be a supportive and engaged presence. That way, when you do have a story, you’re a familiar name in their inbox.

2. Write a pitch that stands out.

Some journalists receive hundreds of pitches every day. Yours needs to grab their attention. Keep it concise and interesting.

That means your pitch needs…

• A compelling subject line.
• A strong hook.
• Relevant details—a.k.a. the who, what, when, where and why.
• Clear, concise language. That means steer clear of the jargon.

3. Timing is everything.

Pitching a holiday story in December? That’s likely too late. Media works on long lead times, meaning you need to plan ahead.

4. Make sure your news is actually news.

Not every company update is a media-worthy story. If your “big announcement” is just another product launch with no unique spin, you may need to dig a little deeper. Find an angle that makes it relevant. This can be how it meets industry trends, its social impact or something else timely. If there isn’t one? This particular story just might not be worth pitching (and that’s ok!).

5. Think beyond the big names.

Sure, landing a national feature is great, but niche publications, industry blogs and podcasts can be just as valuable. A well-placed feature in a respected trade magazine might reach the exact audience you need.

6. Make it easy for journalists to say yes.

Want better media coverage? Help journalists out. Have high-quality images, a press kit, and a clear, well-written press release ready to go. The easier you make it for them, the better your chances.

7. And remember to follow up…respectfully, of course.

No response? A short, polite follow-up is fine. Just don’t overdo it. Journalists are busy people. If they’re interested, they’ll reply. We’ve also found success in simply picking up the phone. If you know the pitch is that good, call the journalist. Just don’t overdo it.

8. Use social media to amplify your wins.

If you land media coverage, don’t just admire it. Share it! Tag the journalist, the publication and anyone relevant. Not only does this give your story more traction, but it also makes journalists more likely to cover you again. Remember to thank your media partners for the coverage as well with a friendly DM.

How to Build a Media Outreach Plan That Works

If you’re pitching without a plan, stop. Here’s what you actually need to do:

• Set clear objectives. Are you building brand awareness? Driving traffic? Generating leads?
• Curate a solid media list. Quality over quantity. A small list of relevant contacts beats a massive list of people who won’t care.
• Craft your messaging. What’s your angle? What’s the hook? Nail this down before you pitch.
• Schedule your outreach. Print publications work six months out. Plan ahead to plan for success.
• Evaluate and refine. If your outreach strategy isn’t working, don’t be afraid to readjust.

Need Media Coverage? Let’s Talk.

Your story deserves to be heard. Team TRIO is ready to help make that happen. From press releases and media buys to marketing plans, digital marketing, events, ads and more, our creative team can help your small- to midsize business or nonprofit shine. Explore our full list of solutions and contact us directly to learn more.