Media Relations
Media relations is the skill of building relationships with journalists and securing press coverage for your company. This goes beyond general PR or launch marketing - it involves understanding how reporters work, offering strategic exclusives, and navigating the specific dynamics of the media landscape.
The Guide
3 key steps synthesized from 2 experts.
Prep thoroughly before any outreach
Before pitching, do extensive research on the reporters you're targeting. Understand what they cover, what stories they've written recently, and what angles might interest them. This prep work is the foundation of effective pitching - reporters can immediately tell when someone hasn't done their homework.
Featured guest perspectives
"Step one is prep... Step two is figuring out who to pitch... Step three is the actual pitch."— Jason Feifer
Offer strategic exclusives
Exclusives are one of your most powerful tools in media relations. Offering a reporter the exclusive on a story gives them an incentive to cover you and builds relationship equity. Stagger your outreach so you can offer exclusives to your top targets before going broader.
Featured guest perspectives
"I stagger it because we're offering exclusives, and I highly recommend offering exclusives."— Emilie Gerber
Build ongoing relationships, not transactional pitches
The best media relations is relationship-based, not transaction-based. Help reporters even when you don't have news. Become a trusted source they can call for industry perspective. These relationships pay dividends over years, not just for your next launch.
Featured guest perspectives
"Step one is prep... Step two is figuring out who to pitch... Step three is the actual pitch."— Jason Feifer
Common Mistakes
- Mass-emailing reporters with generic pitches
- Only reaching out when you have news to push
- Not understanding the difference between staff reporters and freelancers
- Offering exclusives to multiple reporters simultaneously
Signs You're Doing It Well
- Reporters respond to your pitches and remember you from previous interactions
- You get coverage without having to buy ads or hire expensive PR firms
- Journalists proactively reach out to you for industry commentary
- Your exclusives are honored and turn into quality coverage
All Guest Perspectives
Deep dive into what all 2 guests shared about media relations.
Emilie Gerber
"I stagger it because we're offering exclusives, and I highly recommend offering exclusives."
Jason Feifer
"Step one is prep... Step two is figuring out who to pitch... Step three is the actual pitch."
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