Media coverage is a surefire way to get more eyes on your brand. But it takes a lot to get featured in the right publications through digital PR. You need a clear message and a genuine connection with the journalists who shape public conversation.
Learning how to craft the perfect pitch gives you the power to secure meaningful earned media coverage that supports your goals and builds lasting visibility.
Here, we share our top tips on securing quality media coverage and improving your brand awareness. We’ll help you understand how to show journalists the value your story brings to their audience – and when to bring in the experts.
1. Research your target journalist’s interests and previous work
Before you reach out to journalists and editors in your sector, take the time to understand who you’re contacting. Look at the journalist’s recent articles, social media posts and the topics they cover most often. This helps you identify what matters to them and how your story fits their beat.
A media pitch works best when it feels personal and relevant. Half of journalists receive over 50 pitches a week, so showing that you’ve read their work and understand their audience sets your message apart. Avoid sending generic PR pitches that could apply to anyone.
When you align your pitch with the journalist’s interests, you demonstrate professionalism and respect for their work. This not only increases your chances of coverage but also helps build long-term relationships that benefit both sides.
Building a media list is important, but your contacts shouldn’t feel like they’re just another name on your press releases list – they should feel like a valued partner.
2. Craft a compelling story that aligns with current media trends
Shaping your story so it fits naturally within the conversations already happening in the media is a useful tactic to ensure more press coverage. Journalists look for stories and media announcements that feel timely and relevant while still engaging their audience. Aligning your message with trending topics increases your chance of coverage and positions your brand as part of a wider discussion.
Start by monitoring current news cycles, social issues and industry developments, using social platforms to see what themes are gaining traction. Connecting your story to current events helps it resonate with both journalists and their audiences.
When you clearly link your story to the journalist’s audience, you position your pitch as a valuable opportunity rather than a generic press release. Journalists are ultimately aiming to engage their audiences and meet their needs; show them how your content does that.
Your story should also reflect your brand’s purpose and values; a consistent narrative builds trust and credibility. Keep your message clear and concise, and avoid unnecessary detail. When your story aligns with the moment and delivers genuine insight, it stands out in a competitive media landscape.
3. Keep your pitch concise and focused, avoiding unnecessary detail
Similarly, your pitch should get to the point quickly. Clarity and brevity help your pitch stand out amongst the many that journalists receive daily. Focus on your core message and explain why it matters to their audience. A short, well-structured pitch shows confidence and respect for their time.
Avoid cramming in every detail about your brand or campaign. Instead, highlight the most newsworthy angle and save supporting information for follow-up. Clarity and focus make your message more memorable and persuasive.
Keep your sentences simple and your tone professional. Effective PR pitches are concise, relevant and convincing without gimmicks. This approach helps you communicate your value directly and maintain credibility.
End with a clear call to action. Invite the journalist to learn more or arrange an interview. A focused pitch with a defined next step encourages engagement and increases your chance of landing media coverage.
4. Lead with a strong, attention-grabbing headline
Your headline is the first thing journalists and readers see, so it must capture attention immediately. A clear, focused headline helps your story stand out in a crowded inbox and encourages editors to keep reading.
Use simple, active language that highlights the most newsworthy angle of your story and avoid vague or overly clever wording. A strong headline should communicate your core message in a few words while sparking curiosity.
Effective headlines combine clarity with creativity, drawing attention without confusing your audience. If you’re sending press releases to multiple journalists, testing variations of your headline can help you identify which version resonates most with your target media.
By leading with a strong, relevant headline, you show editors that your story has value. This strategic approach increases your chances of securing meaningful media coverage and positions your brand as credible and newsworthy. A well-written headline can also help your story surface in search engines, adding Google Search as another way for people to find your brand on external sites.
5. Include succinct, engaging quotes or data points to support your story
You strengthen your pitch when you include short, relevant quotes or statistics that add credibility. A concise quote from a senior spokesperson or expert adds authority and gives journalists ready-made content they can use directly. The benefit for your business is it positions you as a thought leader in your sector.
Include data that highlights the impact or scale of your story. For example, a percentage increase, customer satisfaction rate or market growth figure gives your pitch weight and context. Journalists look for facts that help them build a stronger narrative, so choose figures that are clear and verifiable.
A well-placed quote or data point can turn a standard email into a compelling media opportunity. Sharing exclusive, reliable information builds trust and positions you as a credible source to your target journalists and makes them more open to story ideas in the future.
6. Follow up politely without appearing persistent or intrusive
After sending your pitch, give journalists time to respond before following up. A polite email after a few days shows professionalism and genuine interest without pressure. Keep your message short and to the point, reminding them of your story’s relevance and value.
Use a friendly tone that respects their time. Avoid multiple reminders or daily check-ins, as this can feel pushy. Instead, you could add something new and useful, such as a new angle, update or visual asset, to make your follow-up worthwhile.
A respectful, well-timed follow-up reinforces your credibility and helps build long-term relationships with journalists who value considerate communication.
7. Build and nurture long-term relationships with media contacts
Strong media relations take time to build. You need to invest time and effort to build trust and credibility. Journalists value professionals who provide relevant, accurate and timely information that supports their work.
It’s important to keep in touch even when you’re not pitching. Share useful insights, updates or data that might help their future stories, and interact with their content on social media. Consistent, thoughtful communication helps you stay on their radar without being intrusive.
Over time, these small actions build mutual respect and reliability. When journalists trust you, your pitches are more likely to be prioritised and your brand gains stronger, more consistent press coverage.
8. Enlist the experts
Creating media lists, building and maintaining relationships with journalists and personalising pitches takes a lot of time and effort. You won’t get results without putting in the work, but you may not have the resources to be able to do it effectively.
That’s when you’d enlist an expert PR agency like Polymedia. With media databases spanning sector-specific publications and local and national news outlets, we have the foundations you can build successful PR campaigns on.
We’ve spent years building relationships with the journalists that you’ll be targeting, so instead of spending the time building those relationships individually yourself, you can tap into ours. Each Polymedia pitch is personalised and persuasive, and gets you media coverage.
Frequently asked questions
A strong media pitch balances clarity, relevance and timing. You need to understand your audience, craft a focused message and follow up with professionalism to build lasting media relationships. Here are some of the questions we get asked the most around pitching stories successfully.
What are the key elements to include in a successful media pitch?
Include a clear subject line, a concise introduction and a compelling story angle. Explain why your story matters now and how it connects to current industry trends. Strong pitches highlight value for the journalist’s audience and provide supporting details such as data or quotes.
How can I tailor a pitch to appeal to different types of media outlets?
Adjust your message based on the media outlet’s focus and tone. A trade publication may want technical details, while a lifestyle magazine may prefer a human-interest angle. Researching each journalist’s previous work is important, because it helps you align your pitch with their interests.
What strategies can I use to ensure a pitch stands out to journalists?
Lead with a headline that captures your media contacts’ attention and quickly communicates the story’s value, and keep your message short and relevant. Offering exclusive insights or data makes your pitch more appealing and memorable. Additionally, having an existing relationship with your journalist can help you stand out, highlighting the importance of relationship-building in securing national and regional media coverage.
How important is the follow-up process after sending out a media pitch?
Following up on your story ideas shows professionalism and persistence when done respectfully. Wait a few days before sending a brief, polite reminder. Thoughtful follow-ups that offer additional value rather than just a reminder can strengthen relationships and increase your chances of securing media coverage.
