5 Tips to Demystify Media Outreach

This guidance will help you garner the media coverage you deserve.

For those outside of public relations, media relations can feel like a mysterious art. In this article we help demystify at least one part of it: media outreach. Media outreach is intended to generate media coverage.

As you plan your media outreach, we want to share guidance to support you in securing the media spotlight you deserve. Here are five things to keep in mind:  

Start Early

When you are pitching events, start as early as possible. Don’t wait until the day before your event, or even a couple days before your event to send your press advisory or pitch note. Give reporters at least one week to receive your information and incorporate your event into their line up of events they’ll cover. If you’re releasing a report, you’ll likely want to give members of the media at least 3-4 weeks. The bottom line is it takes time to capture the attention of reporters, and time for reporters to pitch your idea to their editors or news directors. Help yourself and your friends in the media out by providing as much notice as possible

Remember There Are No Guarantees in Media Relations

You can pitch and pitch and that doesn’t mean you’ll get coverage. Even noteworthy events aren’t always covered in the pages or on the platforms of mainstream media outlets. This is why its important to build your own content channels such as newsletters, social media pages, and podcasts to share your message. You want to work hard to capture coverage, while being clear that reporters have a finite amount of time and may not be able to get to every story, every time. Be skeptical of those who guarantee media coverage. 

PR professionals can develop good pitches, develop relationships with reporters and editors and strategically push your story.  They can improve the chances of coverage, but media outlets make their own decisions on what they cover and publish.  

Keep in Mind that Media Outreach Is More Comprehensive than Press Releases

If you desire media coverage, your media outreach tactics must be broader than the press release or press statement. Press releases are but one tool in a public relations professional’s arsenal. Other tools include activities, reports, media conference calls, newsletters, events, podcasts, etc. When you want coverage, get creative in how you capture the attention of the media. You want activities that engage journalists desire for visuals, audios and of course, the written word.

Invest in Public Relations for the Long Haul

As important as your work is, you may not get results overnight. Although there are times when a timely pitch can get quick coverage, media relations is a process. You’ll want to focus on building relationships with reporters, thinking through the tools and tactics you’ll use to share your information, and using an editorial calendar, etc. The key takeaway here is you want to invest in public relations for an extended period of time because media coverage isn’t always instantaneous.

Remember that Not all Coverage is Good Coverage

While many people want media coverage, not all coverage is good coverage. Brands and organizations must also be careful not to get to a place of over-saturation. Over-saturation is a state when a person is in the media so much that their followers and members grow tired of seeing or hearing from them. For these reasons, we want to be selective about the coverage we pursue. When you receive a media request, think about whether the interview will advance your work. Think about whether you have a reasonable chance of sharing your message. If you don’t, the interview may not be worth it.

Media placements can be exciting, but a strategy that drives your media outreach is critical. As you pursue opportunities to elevate your work this year, these tips will be beneficial.

For more information, book a paid consultation on our website. 

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Chris Pugh is a former media relations manager for Spotlight PR LLC. Jennifer R. Farmer is the founder of Spotlight PR LLC. Check out all blog posts and subscribe for regular communications updates.