How To Make It Easier For Journalists To Cover Your Public Relations Story

DSM Digital School of Marketing - public relations

Whether you’re looking to boost your public profile or are hoping to get the word out about a new product, media coverage (as a vital part of public relations) is one of the absolutely ways in order to get your company noticed. Unfortunately, though, getting press coverage isn’t a simple matter of firing off pitches and hoping for the best. Like all good things, successful media publicity is the result of hard work, and careful planning.

Competing for a journalist’s attention can be virtually impossible as is figuring out what makes for a very successful pitch. Public relations professionals really do need to stand out from the sea of distractions in order to get their idea read by a journalist or blogger. Sadly, getting your message under the nose of an influencer is just half the battle. Persuading a media contact to actually write about a company — that’s even increasingly challenging.

So, what is the best way for you to stand out in a journalist’s already bursting inbox without resorting to tricks or ploys? And, even if a journalist loves your pitch, how do you get the story covered?

Share Newsworthy Information In Your Public Relations Pitches

Journalists receive dozens of pitches every day. More than half of these pitches end up being promotion-laden spam that finds its way to the junk folder.  If you’re taking the time to pitch, make sure you’re actually sharing something newsworthy. Is there something historic about what you’re doing? Or is there a unique or unusual angle to the situation?

If the situation is newsworthy, make sure you research the journalist and outlet you’re pitching. Ask yourself:

  • Do they cover stories like mine?
  • Will their audience respond to this story?
  • Am I contacting the right journalist for this story?

Journalists hate receiving irrelevant pitches. Take your story elsewhere if it isn’t a fit for your selected outlet.

Establish Reasonable Goals

Put together a checklist of tasks which you need to accomplish weekly, monthly, quarterly as well as annually. Next, you’re going to want to concentrate on setting clear and reasonable goals.

It’s important to concentrate on smart goals, not just vanity metrics. Carefully set your objectives while keeping the big picture in mind. Rather than, “become famous,” be very specific. Set goals which will assist you to achieve your higher objectives:

  • Increase brand awareness through targeting well-known publications.
  • Alert prospective customers to a new product by seeking exposure in niche publications that our target market frequents.


Having well-defined objectives will assist you to know – at a glance – if you’re on-track. It will show you when you need to alter your strategy. Make use of a spreadsheet to categorise everything and build a strategic media list. Select journalists and publications which you would like to have cover your company. Choose outlets that will help you to reach your publicity goals.

Less is always more. You’re busy and don’t have endless hours to pour into media outreach, so make your efforts count. At this point, it’s not so much a numbers game as it is about the quality of your strategy. Two or three solid connections will far outweigh one foot in the door at dozens of publications.

Get in touch with the Digital School of Marketing

If you want to become a digital public relations expert, then you need to do our Digital Public Relations Course. Follow this link to find out more.