For those outside the PR and communications industry, media relations can feel like a black box. There’s no single formula that guarantees press coverage. Success usually comes down to a combination of your pitch content, the journalists you target, timing, and, occasionally, a bit of luck.
That said, there are clear don’ts in media relations and pitching etiquette that can make or break your chances of coverage. Understanding these can help brands build stronger relationships with journalists.
Key Takeaways
- Media relations is about storytelling, not promotion: Journalists want newsworthy stories, not advertisements.
- Keep pitches concise and scannable: Use a strong hook, clear proof points, and actionable next steps.
- Know your audience: Research which journalists cover your industry, region, or niche.
- Avoid common mistakes: Don’t ramble, oversell, or pitch to the wrong people.
- Geo-target your approach: Tailor stories for local or regional outlets to increase relevance.
- Provide impact and resources: Explain why the story matters and give journalists the tools they need (photos, interviews, data).
What is Media Relations?
Media relations is the practice of sharing your brand’s news, updates, and stories with journalists, writers, and freelancers in hopes they’ll cover it in their outlet. Today, most pitches happen via email, though phone calls, in-person meetings, and even social media are still relevant channels.
Effective media relations is not about pushing your brand. It’s about telling a compelling story that aligns with the journalist’s beat, audience, and editorial focus.
Common Media Pitch Mistakes: What Not To Do
Journalists receive hundreds of pitches every day. To stand out, you must avoid wasting their time or frustrating them. Here are the most common mistakes brands make when pitching:
Too Many Words
Long-winded emails with six paragraphs rarely get read. Instead, use bullets, make your content scannable, and stay concise.
Your pitch should quickly answer:
- What’s the story?
- Why should the audience care?
- What are the proof points?
- What do you want the journalist to do next?
Overselling Instead of Telling a Story
Journalists aren’t looking for free promotion. They want a story. A pitch that only markets your product or service is likely to be ignored. However, framing your news around a unique story angle can make it media-worthy.
For example:
- A chef-driven restaurant in Los Angeles goes viral on TikTok.
- A founder opens a handmade jewelry shop in Austin at age 60 as a passion project.
Not Targeting the Right Journalist
Different writers cover different topics, so tailoring your pitch is essential. Common coverage types include:
- Brand features and profiles
- Product reviews (affiliate-driven)
- Product roundups
- “Things to do” guides in local cities
- Industry trends and insights
- Breaking news
- Cultural trend coverage
What Makes a Good Pitch?
A strong pitch usually has four core components: the hook, the proof points, the impact, and the next step.
The Hook
This is the story, the headline, and the “why you should care.” Include it in the first 1–2 sentences to immediately capture attention. For example: “A chef-driven restaurant in downtown Chicago went viral on TikTok, attracting 20,000 visitors in its first month.”
Proof Points
Proof points show journalists that your story is credible and newsworthy. These are the facts that support your hook:
- Social media engagement
- Customer feedback
- Awards or recognitions
- Relevant statistics
The Impact
Explain why this story matters beyond the immediate headline. How does it affect your community, industry, or audience? For example, a viral food trend could influence local dining culture or city tourism.
The Next Steps
Clear next steps make it easy for journalists to move forward and increases the likelihood of coverage.
Provide journalists with clear instructions on how to cover the story:
- Are interviews available?
- Are high-resolution photos or videos provided?
- Who should they contact for more information?
Media relations is not magic – it’s strategy, relevance, and respect. Avoid long-winded pitches, overselling, and mis-targeted outreach. Focus on telling stories that journalists want to tell, supported by credible proof points and clear next steps. By honing your approach, you can make your brand newsworthy, memorable, and media-ready.
