Press coverage builds trust in a way advertising cannot, because someone independent has chosen to talk about you. Growing businesses can earn it too, with the right approach.
Find the news in your business
Journalists look for stories their readers care about. Launches, milestones, partnerships, expansion into new markets, original insights and stories with real human interest all qualify. A new logo on its own usually does not.
Know who you are pitching
Read the publications you want to appear in. Note which journalists cover your industry and what kind of stories they write. A pitch that fits a writer's beat is far more likely to be read.
Write a clear press release
- A headline that states the news plainly
- A first paragraph that answers who, what, when, where and why
- A quote from a named spokesperson that adds opinion or context
- Supporting details, then a short company background
- Contact details for follow-up
Build relationships, not just lists
Be helpful to journalists even when you are not pitching. Share useful insight, respond quickly and respect their deadlines. Relationships turn one article into many.
Coverage is earned by being useful to the people who write the news.
Prepare your spokesperson
Decide who speaks for the business and prepare them with key messages, likely questions and a few clear examples. Confident, consistent answers make you a source journalists return to.
Make coverage work harder
When you are featured, share it across your channels, add it to your website and include it in proposals. Each article becomes proof for future customers.
