Getting featured in the media can do far more than raise your profile — it helps build trust, drive engagement, and position your brand as a credible and trusted voice. For organisations looking to maximise media coverage, the right strategy can significantly expand reach and strengthen connections with your audience. In fact, research conducted by Nielsen shows that earned media is trusted more than advertising, with 92% of consumers saying they trust individual recommendations or editorial content over paid marketing.
But while the impact is clear, the journey to successfully attracting media coverage isn’t always straightforward. Journalists and content creators receive hundreds of pitches each week, and cutting through that noise can take more than a press release.
So, how do you make sure your story lands — and that the coverage you get actually works for you? In this article, we’ll share practical, proven strategies to help you grab attention, build lasting media relationships, and maximise the value of every piece of coverage.
Making the Most of Media Opportunities
Media opportunities now go far beyond a handful of newspaper titles or traditional broadcasters. Digital platforms, from blogs and podcasts to YouTube channels, live streams, and social media feeds, play a central role in shaping public opinion and expanding reach.
In fact, according to Ofcom, more than 70% of UK adults now get their news online, highlighting just how influential non-traditional outlets have become, so a strategy encompassing traditional and digital PR can be valuable.
Getting media coverage on the right platform is a great way to amplify your message and reach more of the right people. The benefits of media coverage include:
- Put your brand before a broader, more targeted audience to support sales and increase visibility. A well-placed article or mention can spark interest, bring people to your website, and even turn curious readers into loyal customers.
- Build credibility. When third parties and respected platforms discuss your brand or organisation, it can carry more weight than if you say it yourself.
- Boost your SEO and digital performance. Links from trusted media outlets can bring more organic traffic to your site and support your search rankings by improving your domain authority.
How to Secure Media Coverage
Getting featured in the media doesn’t happen by chance, and it certainly doesn’t happen by sending out generic media releases to everyone.
It takes planning, strategic thinking and a good story. It’s helpful to start by asking yourself: What strong story can we offer to journalists? Why should they care?
Journalists are likely to receive hundreds of media releases daily and are trained to see through PR. The only way to cut through the crowd is to offer a genuine, strong story.
Keep the following principles in mind for the best chance of gaining meaningful, ongoing media coverage:
- Start by identifying your story. Think about what’s genuinely newsworthy about your brand or organisation. Whether it’s a new product, a milestone, a member’s story or an expert's view, ensure your angle is relevant and timely.
- Decide which media to target. Identify which media channels your target audience frequents. There’s little point launching a video on TikTok if your audience is on YouTube.
- Tailor your story to your target media. Take the time to understand the journalists you’re approaching, including what they cover, how they prefer to be contacted, and what interests their readers. A thoughtful, well-timed pitch is far more likely to land than a generic press release. Make your content easily usable, such as providing it in the preferred format.
- Be clear and concise. Avoid jargon or overly promotional language: journalists value clear facts, not hype. They also face significant time pressures, so providing them with clear and concise information improves your chances of gaining coverage.
- Think visually. Stories that have accompanying pictures or video are far more likely to gain coverage, especially on digital platforms that are heavily image-dependent.
- Less is more. Only release a media release or make a pitch when you have a strong story to tell, not because you feel you have been quiet for a while.
Let’s look in more detail now at how you can achieve these goals.
Strategic Planning
Identifying newsworthy stories that resonate with the media and your audience takes time and thought. Setting clear objectives – knowing what specifically you want to achieve through coverage – focuses your efforts on impactful media strategies.
Careful planning well ahead of key dates and knowledge of publication deadlines is vital for effectively timing your media stories. Understanding potential obstacles, such as major news events, is also important in media planning. If you’d like some help in this, why not use our workbook and guide for identifying PR opportunities?
Crafting Compelling Stories
Human interest stories always connect, and the key to a great story is to craft a compelling story, supported by data insights to provide context that resonates with the media’s interests. Incorporating relatable examples into your story also helps the audience connect with key messages, making your pitch more memorable and meaningful.
A strong story can draw people in, but remember to explain why it matters. Adding useful context and perhaps a carefully chosen statistic can help your audience connect the dots and understand why they should care.
For lots more advice and insights, read our guide to storytelling.
Building Relationships with Journalists
Strong relationships with journalists are invaluable – but they take time to develop. It’s not about bombarding them with media releases but about becoming a reliable, go-to source they can trust.
Start by identifying the right contacts. Build a contacts list of journalists who cover your sector, including local and trade publications. Take time to understand their interests and tailor your outreach to match their beat.
Be prepared to respond promptly to any follow-up questions or interview requests your journalist contacts might have. They work to tight deadlines, so being helpful, responsive, and professional can go a long way to building strong relationships and trust.
Keep the conversation going beyond a single story. Share valuable insights or offer timely commentary on relevant issues, even when not promoting something directly. This helps position you as a valuable source.
A great example of this approach is seen in Riverford’s ‘Get Fair About Farming’ campaign, which won at the PRWeek Awards in 2024. The campaign spotlighted the challenges faced by British farmers and crafted compelling content and stories to appeal to journalists and businesses.
Integrating Media Coverage with Marketing Strategies
Media coverage is most effective when integrated into a broader marketing strategy rather than seen as a separate entity.
For example, you can repurpose media coverage by sharing links across your channels, from blog posts and social media to email newsletters. Sharing media articles or interviews helps reinforce your credibility with existing customers or supporters, while tagging journalists or outlets on social platforms can boost engagement and show appreciation.
You can also build media wins into wider campaigns. To amplify your message, it can be a good idea to combine media coverage with PR activity, influencer partnerships, or paid promotion. For example, featuring recent press coverage in email campaigns or sales material can help build trust with new and potential customers.
If you’re investing in paid media, consider using it to extend the impact of your earned coverage. Promoting third-party mentions through targeted ads can increase visibility and bring your brand to new audiences.
At every stage, keep your target audience clearly in mind. The more aligned your media and marketing efforts are with what your audience cares about, the greater their impact will be.
A great example of this approach is Tony’s Chocolonely’s partnership with Oxfam and the Glastonbury festival. Taking a leaf from the Willy Wonka playbook, limited-edition chocolate bars contained hidden festival tickets. This campaign generated significant media coverage and social media buzz, effectively integrating PR with marketing strategies to engage a younger audience. This campaign was initiated in 2023 and ran again in 2024 due to its success for the brands involved and its blend of brand awareness and purpose, charity fundraising, and cultural relevance.
How Media Coverage Impacts SEO
One aspect that is often overlooked is the positive impact media coverage can have on SEO and building your website’s visibility and domain authority.
Digital PR is now a reputable alternative to traditional link-building. Media coverage from established outlets naturally builds valuable backlinks (hyperlinks from other websites to your own), which search engines prioritise as credible, trust-building links.
Unlike artificial link-building, this kind of digital PR generates authentic interest and site visits from targeted audiences via trusted news platforms. Positive mentions drive social sharing and engagement, amplifying brand reach through increased visibility across digital and traditional platforms.
Preparing for Media Attention
Effective interactions with the media require thorough preparation and a clear focus on your message. Here are a few pointers to consider:
Key Messages
Before speaking to the media, it's essential to identify a few clear messages you want to convey. Think of these as your headlines—no more than three—that sum up what you want people to remember. They should be simple, consistent, and easy to repeat across interviews, press releases, and social media.
As we’ve said, one of the most effective ways to bring these key messages to life is through stories. Whether personal or general, a well-chosen example can make your point more relatable and memorable. Keep statistics to a minimum; one or two striking figures are usually enough, and use comparisons that your audience will understand.
Handling Difficult Questions
Tough questions are often part of media interviews, so it’s worth preparing for them in advance. Consider the topics that might arise, from industry controversies to business challenges, and plan how you will respond. It’s a good idea to rehearse your replies with colleagues, discuss how you come across, and help build your confidence in front of the media.
When faced with a difficult question, acknowledge it briefly, then steer the conversation back to your key messages. This technique, often referred to as bridging, helps you maintain control of the discussion without sounding evasive. A useful way to remember this is the ‘ABC technique’: Acknowledge the question, Bridge with a link, and Contribute your message.
Staying calm is key. A well-prepared spokesperson will appear confident, credible, and composed, even under pressure. With some planning, tricky questions become an opportunity to reinforce what matters most to your brand.
Local vs. National vs Niche Media Coverage
Local, national, and niche media coverage present different benefits but require different approaches. Understanding how each works and interacts is important.
It’s worth knowing that a story can start locally, but if it proves popular, it may eventually get picked up by the national or specialist press.
Targeting Local Newspapers
Targeting local newspapers is a strategic first step to maximise media coverage. Local media focus on stories that connect with community interests, and may prioritise hyper-local stories that national media might overlook. They also often have a very engaged, loyal readership.
Building rapport with local journalists is often easier and can lead to coverage tailored to appeal directly to community interests. To make a story idea more relevant to the local audience, include local statistics, context, or testimonials.
Targeting National Outlets
National media provide a broader platform and reach, prioritising stories with national significance or broad appeal.
Targeting national outlets needs a different approach. Highlight what makes the story unique, innovative, or urgent; national media often seek new perspectives or timely angles. Identify journalists specialising in your subject and build relationships with them.
National coverage may generate increased inquiries or public interest; ensure you have the necessary resources (such as stock availability) to manage this visibility effectively.
Targeting Niche Media Outlets
Niche outlets like specialist magazines or sites typically have highly knowledgeable and engaged readers. Please do your research to make sure you address their specific interests, concerns, frustrations, or particular trends in their specialist area. Highlight your organisation’s expertise or unique contributions within the niche to position yourself as a credible voice on topics they care about.
Tailoring your language and tone to this audience is crucial. Include relevant data, case studies, or technical insights. Niche outlets often value exclusive content or deeper insights. Offer data reports, thought leadership pieces, or exclusive expert interviews to these publications.
Taking time to build strong connections with journalists in your niche area can be a valuable use of time. By getting to know journalists and the publications, you can develop a strong sense of what might be of interest to them and work on bespoke approaches that may cut through. The journalists themselves may prefer trusted sources for future stories and deeper dives into specialised topics, which may sometimes lead to speaking opportunities such as podcasts or invitations to provide guest articles or blogs.
Summary
Positive media coverage is priceless – and worth far more than the cost of advertising. But you won’t achieve it by bombarding journalists with media releases, far from it. Impactful media coverage takes time: strategic planning, clear goals, compelling storytelling, and strong relationships with journalists.
When you bring all these elements together, it’s worth the effort. Media coverage can be a great way to enhance your visibility and credibility, helping to develop growth. By going a step further and integrating media coverage with your marketing strategies, you can maximise and prolong its impact, too.
Here at We Do Stories, we help brands and organisations secure impactful media coverage across local, national, international and niche platforms. Just get in touch to discuss how we can help you reach your target audiences and make your name better known.