PR ON THE GO July 2, 2022

31 Public Relations Tips to Maximize Your Press Coverage Opportunities

Gain more publicity.

We asked our PR and growth experts how entrepreneurs can maximize press coverage opportunities as part of their PR campaign. Here you will find one PR tip each from our experts for maximum press opportunities.

See these 31 PR tips for more publicity and exposure.

1) Designate A Spokesperson

Bethany Farmer, Head of Product Development at FATJOE

"Always designate a brand/company spokesperson. The person in question should have a thorough understanding of your brand identity so that they can engage with journalists and any enquiries received off the back of your PR campaign effectively. By ensuring that you have one trusted point of contact, you can add a human face to your business whilst ensuring that all messages put out to the public are consistent."

2) Follow-Up On Press Coverage

Nely Mihaylova, Content Editor at UNAGI Scooters

"If you do receive press, send a brief thank-you email to the journalist, offering to help with quotations, competition prizes, and anything else that comes up. Also, include any success stories that resulted as a consequence. Tell the journalist how much you appreciate their work and that you'll contact them first the next time you need anything. Connect with them on LinkedIn and Twitter. If they return the favor, they could even be aware of your next product release before you've properly announced it."

3) Repurpose Content

Paige Arnof-Fenn, Founder & CEO of Mavens & Moguls

"To get the most out of your PR the key is to repurpose content by turning a series of articles/blog postings/newsletters into a book/e–books then turning every piece of content/media hit into a tweet and share links to the content on all your social media platforms. Turn articles into infographics and video your talks to share over social media. Once you have a piece you are happy with it makes sense to get as much mileage out of it as possible. Find creative ways to leverage your thought leadership so that your audience finds you easily."

PR ON THE GO Media Lists: Carefully curated journalist contacts and verified email addresses.

4) Provide Video And Photo Resources.

Emir Bacic, Co-Founder of Pricelisto

"You should compile a database of photographs and films that you can share with the press or your publicist at any time they request it. There are a few things that are really necessary to have in your Dropbox, and some of those things include product images, lifestyle photos, and demonstration videos. The media will use these things to put in their feature. Because journalists are frequently working under tight constraints and might have shockingly fast turnarounds, you won't want to waste any time getting images done. You don't want to let a lack of preparation stand in the way of your public relations efforts, do you?"

5) Use Keywords In Subject Lines

Andrew Priobrazhenskyi, CEO of DiscountReactor

"I firmly believe that the initial impression is the most crucial part in ensuring that your pitch is read. Not only is it vital for the pitch to be read, but it's also crucial for it to be rediscovered when browsing an email. Use keywords in the subject line to make it easier for the reporter (or whoever you are emailing) to locate your message later. Reporters and journalists may not respond immediately to email pitches, but they are known for storing them for future use. Some journalists have been observed to have inboxes containing more than a million archived emails. Ensure that you use keywords to make it simple for someone to find an old email."

6) Develop Relationships Well Before You Need Them.

Max Whiteside, SEO & Content Lead at Breaking Muscle

"The majority of people who contact journalists do so in order to have an article written about their firm, which puts them in the same league as all the other businesses doing the same thing. If you've built a rapport with one or more journalists beforehand, they will be more inclined to cover your story because you've demonstrated that you value them well before you need them. This may result in them proposing to get your firm featured in the news before you even ask. It is a simple step to take, but when executed correctly, it may be really successful."

7) Leverage Twitter.

Sumit Bansal, Founder & CEO of TrumpExcel

"Numerous reporters are using social media to track industry developments, particularly on Twitter. Make the most of it! Ensure that you are posting newsworthy content to your Twitter accounts. You never know who might be looking through your page and decide to commission an article about your company. In addition, it is advantageous to follow reporters and newspapers in which you would like to be featured in order to better understand their writing style. In the future, it will be a lot simpler to obtain press coverage if you understand what they're seeking (and they may even follow you back)."

8) Address Journalists Directly

Adelle Archer, Co-Founder & CEO of Eterneva

"It may seem like semantics but one of the biggest mistakes that entrepreneurs make is sending press releases to newsrooms rather than journalists. In today's digital news driven outlet world, most journalists are freelance, meaning they may write for an outlet on occasion, but are not full time staff.

Sending your press release to a common or group email address within the outlet will often end up ignored, or even worse, in their spam. Make certain that you acquire the journalist’s professional email address as that will ensure that your press release will make it into their hands."

9) Use Your Competitors

Travis Lindemoen, Managing Director of Nexus IT Group

"A suggestion for obtaining more media coverage for your business is to research the PR coverage other businesses comparable to yours have received (this information is typically posted on their press pages or even shared on social media) and then email those outlets about your own firm. Since these publications have already covered a similar topic, there is a far greater likelihood that they would be interested in covering yours. This recommendation also applies to individuals; investigate where comparable figures in your field have been highlighted."

10) Include Coverage In Your Newsletter

Mike Albrecht, Marketing Specialist at Fresha

"The item should be included in your next email newsletter if you have a list of subscribers. Send a copy of your email to the author, informing them that you've shared the content with your followers. If you help make a story a success, the reporter is more likely to interview you again. After all, excellent PR is all about building and sustaining connections."

11) Begin With A Personal Greeting.

Luke Lee, CEO & Founder of Palaleather

"If you are managing your own public relations, sending a personal email to a potential contact makes a lot more sense than if you are working with a public relations firm. Maintain a cordial tone, be concise, describe the reason you're reaching out, and offer some suggestions for how you could be of assistance. Be sure to attach your most impressive product photos and a press release if you have one available to you. Do you think you'll get a response? Perhaps so, but based on what I've seen, the odds of having your email read are higher than those of a crazily random press release that is obviously the same as an email that has been distributed to a hundred other people."

12) Be Completely Ready To Be Rejected.

Alex Smith, CEO of Lucky Bobbleheads

"It's easy to assume that you know more than a journalist or a section editor when you're trying to get their attention. Your product or service is so important to you that it can feel like a given that people will be interested in writing about it. It's frustrating when this doesn't happen. As the editor of a major British magazine, I had to rely on my Editor to tell me what kind of articles we liked to publish more than I did. Even when a brand new editor was brought in, he deferred to me because he understood that, while he was learning the ropes, I had a better idea of what we were and weren't going to cover. When trying to persuade me to write about a client of mine, an enraged public relations professional would frequently lose their cool. It doesn't mean you're a perfect match just because you think you are."

13) Make Sure You Know Your Audience.

Tim Parker, Director of Marketing at Syntax Integration

"Using Sparktoro, you can learn about what your target audience is interested in, what they watch, read, and listen to. This gives you a wealth of information on how to sell your product in the media. With the use of data gathered from those who use the media's services, you'll be able to craft an eye-catching pitch that will pique the interest of journalists, podcasters and bloggers alike."

14) Look For Testimonials.

James Angel, Co-Founder of DYL

"Testimonials are free publicity provided by your satisfied current customers or fans. Testimonials may help you jump-start your brand's visibility, improve SEO, and even make you go viral with the appropriate campaign. Inquire of your audience or customers for a unique testimonial to be posted on your website or social media networks. Provide a specific incentive for their efforts, such as a gift card or a discounted service, to promote involvement. Customers who share their positive experiences with your business may connect with potential customers in a way that a targeted, brand-created ad cannot."

15) Provide A Story Angle

Cody Candee, Founder & CEO of Bounce

"Journalists are always looking for an angle or tie-in, so it is important that you make it easy for them by providing it. When you send your press release, don’t just give them an announcement, instead, provide them a story.

Explain why your announcement is of interest, tie it into some of their previous work, and make sure it matches the interest of their target audience. By giving them a story, rather than just making an announcement, you will increase the attractiveness of your press release."

16) Prioritize Quality Over Quantity.

Brian Case, Director of E-commerce & Retail at Selkirk

"I believe it's easy to become overwhelmed when it comes to public relations and courting the press.. Remind yourself that concentration can be beneficial. It's preferable to focus on one thing well rather than spreading yourself too thin and executing a variety of things poorly. When it comes to public relations, keep in mind that the most successful campaign isn't always the best option. When it comes down to it, quality trumps quantity. The most effective PR and press strategy is one that is individualised and targeted."

17) Get Organized

Adam Garcia, Owner of The Stock Dork

"There are many ways to go wrong in public relations if you don't have a clear strategy in place. Acquiring a positive reputation requires a sharp eye for detail, tracking and following up. From there, your reputation spreads through word-of-mouth to everyone else. The media will have extra reason to feature your firm if you prove that you're on top of everything from email to shipping tracking and providing product samples to requesters on time."

18) Remove Yourself From The Workplace.

Matt Weidle, Business Development Manager of Buyer's Guide

"Although digital connections are important, I believe genuine in-person networking can result in PR and industry connections. Conferences are an excellent method to network with influential people, presenters, and scholars. Furthermore, you're pursuing vital continuing education and gaining new skills while expanding your network. Take the time to complete your homework ahead of time so you can comment on the backgrounds and work of important industry people. When you meet someone in person, collect their contact information so you may reach out to them in a genuine way after the conference. Work your leads after the conference. Thank the presenters for their time and expertise in a follow-up email. They may return the favour by recommending you or your company to their contacts in the future."

19) Go After Freelance Journalists.

Tiffany Payne, Head of content at

"Find freelance reporters who write about topics or industries that will help your business. By focusing on one person (a freelancer, to be exact), you might get placed in more than one media outlet. Since freelancers want their stories to be picked up, it should be easier for you to get your business in the news."

20) Make Things As Simple As Possible For The Journalist

Adam Wood, Co-Founder of RevenueGeeks

"It is a joy for journalists to collaborate with those who are dedicated to making their lives easier. The more convenient you can make it for journalists, the more probable it is that they will want to collaborate with you. Instead of emailing attachments like PDFs and Word documents, use a Dropbox link. There are times when it's easier to delete and move on rather than work hard to free up space on their server. It is also critical to delivering a Word document rather than a PDF. Journalists may easily work in documents like Word or Google Docs and extract the information they need for their stories."

21) Offer Quotes That Evoke Emotion

Dan Gray, General Manager of Kotn Supply

"Craft impactful and emotional quotes. Quotes in press releases are important because they add a distinct, human angle to them. High-quality press release quotes add value, insight, and perspective, but also make the readers feel something (inspired, encouraged, happy, reassured, etc.). Offer quotes that evoke emotion to humanize your brand and connect with your audience."

22) List The Benefits For The Media Outlet

Mark Grimm, Owner at Mark Grimm Communications

"Approach media outlets with a clear idea why your story is good for them...not for you. That is just a sentence or two. They have to "feed the beast" every day, filling their newscast or paper with new material. What they need from you is HELP. Give them stories that attract audiences. Give them visuals that add to the story."

23) Be Intentional

Jennifer L Horspool, Founder of Engagement PR & Marketing

"Study the reporters and show hosts of the media you want to get into, then create a unique story angle that either fits the style of reporting they do or that expands upon, or provides a controversial perspective to, a story they’ve already written or presented. Media need unique stories and story angles, not mass pitches. Be intentional and you’ll get the story."

24) Emphasize Your USP

Sean O'Neal, President at Onclusive

"Focus and enhance your company's unique selling proposition or USP. The products and services you offer may not be as unique as you might think. There may be thousands of competitors out there that are selling and offering the same products and services that you are offering, and some can outshine your commodity. Emphasizing your USP is why your target market should be knowledgeable about what makes your company stand out from others."

25) Offer Reciprocal Value.

Leszek Dudkiewicz, Head of Marketing at Passport-Photo Online

"It's pretty obvious that it makes sense to let journalists know your business exists, but many of us forget how valuable the genuine relationships formed during this type of contact can be. An exciting trick we've been using lately is to reach out to bloggers we've linked to in our articles - to thank them for a valuable piece and to get in touch. It's surprising how beneficial such simple but nice gestures can be."

26) Read The News About Your Industry And/Or Community.

Caitlin Copple Masingill, Founding Partner at Full Swing PR

"Nothing annoys journalists more than receiving pitches that are not relevant to the beat that they cover. It's important that you familiarize yourself with who is writing about what as it relates to your industry or community. If you have a brick-and-mortar business, you need to be subscribing to your local news outlets and getting to know journalists in your city. By understanding the news as it pertains to topics you care about, you can better understand how you can add value to reporters and speak to what's missing from the existing conversation."

27) Write A Clear Call-To-Action.

Natalia Brzezinska, Marketing & Outreach Manager at PhotoAiD

"Use CTO and be straightforward. It’s a common mistake of PR professionals to be undirect.. They tend to share information with journalists without explaining why they reached out and what they requested. As a result, journalists feel confused by the press releases they receive and don't act on them. So, to maximize the effect of your campaign, write a clear Call To Action explaining your expectations and encouraging journalists to participate."

28) Provide Data.

Katie Miserany, Chief of Staff & VP of Communications at Momentive

"The best way to stand out in a crowded media landscape is to offer something no one else can — data. Original research is inherently interesting, valuable to journalists, and under your control. The right stat can deliver both headlines and industry respect.

The Vacationer recently ran a quick survey about Independence Day travel plans that got picked up by dozens of outlets like Forbes and Thrillist — key audiences for them. If you can find a topic that’s relevant to your company or your campaign, you can create a whole conversation with the findings of a single survey."

29) Go Local.

Colleen Gallagher, Founding Partner at OnWrd & UpWrd Marketing & Communications

"Understand the media landscape. When entrepreneurs first think about press coverage, they often think big right away. Who wouldn’t want a cover story for a major magazine or their name in the New York Times? Now is a great time to think local, however. National news coverage has become increasingly tough to land, but targeting hyperlocal outlets can result in great coverage that you can in turn amplify over your own channels. Building a steady drumbeat of local coverage can also help propel you into the national news when the timing is right."

30) Be A Trustworthy Source.

Claire Bahn, CEO & Co-Founder at Claire Bahn Group

"In order to successfully “pitch” yourself to the press you must be someone who they can trust is a respected expert in their field. You need to have a solid online personal brand that backs up your claims of being an expert. This messaging should be consistent across all of your platforms. Having a background of online recognition will give you authority as someone the media can trust to bring professional advice to their audience."

31) Connect To A Cause.

Stephanie Wolf, Founder & Principal of Stephanie Wolf Public Relations

"Connect to a cause larger than your client and your agency. Journalists want to write stories with impact, not simply advertise your client's work. Help your client brainstorm ways to add value and connection and give back to the community. Philanthropic events that bring people together are a great way to amplify their good work all while supporting a meaningful cause. We recently helped plan and promote a virtual fundraiser co-hosted by our client Souljourn Yoga to raise funds for kids in Ukraine whose cancer treatments were interrupted by the war. The event featured a panel of experts, and everyone involved believed strongly in the cause. This authenticity and genuine desire to do good comes through when pitching journalists. We connected with Yoga Journal to feature the event, and we expect to build a long-term relationship between the outlet and our client. It all starts with finding the impact in your client’s story."

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