The media industry has changed dramatically in recent years. Newsrooms are shrinking, journalists are covering more beats with fewer resources, and the competition for their attention is fiercer than ever. If you want your brand’s story to be featured in local news, you have to do more than just send out a press release—you need to make it as easy as possible for journalists to say yes.
Getting coverage today requires a strategic approach. You need to think like a journalist, craft compelling and timely stories, and provide everything a reporter might need to publish it quickly. With the right approach, you can increase your chances of getting media attention and building credibility for your brand.
Understanding the Reality of Today’s Newsrooms
With many local newspapers, TV stations, and digital publications operating with smaller teams than ever, reporters no longer have time to chase down every potential story. Instead, they rely on well-prepared pitches that include all the key details upfront. You can see evidence of this in almost every Richmond-area news publication, website, TV, or radio station lately. Journalists are doing more with less and, in many instances, stretched way too thin due to corporate consolidation of media and budget cuts due to a tough advertising landscape.
This shift in the media landscape means that businesses and brands must approach PR differently. Simply announcing a new product or company milestone is no longer enough. You need to present a well-packaged, newsworthy story that makes it easy for a journalist to pick up and run with.
What Makes a Story Newsworthy?
Not everything your business does is newsworthy. To catch the attention of local media, your story should have a compelling angle—one that resonates beyond your company and offers value to the publication’s audience.
Stories that tend to get picked up include:
- Major company milestones, such as a 10-year anniversary, a major expansion, or a rebrand.
- Community involvement, like charity partnerships, sustainability initiatives, or local impact projects.
- Trend-based stories that connect your brand to a larger movement or industry shift.
- Human-interest angles, such as an employee or customer with an inspiring story.
- Product or service launches framed around their impact rather than just the launch itself.
A good rule of thumb is to ask yourself: Would I stop and read this story if I saw it in a newspaper or online? If the answer is no, consider refining your angle.
Finding and Pitching the Right Journalist
One of the biggest mistakes brands make is blasting the same press release to every journalist in town, hoping something sticks. A better approach is to identify the right reporters who cover stories similar to yours. Research business journalists, community reporters, or industry-specific writers who have covered similar topics before.
Engagement is key. Before you pitch, take time to read and comment on their work, follow them on social media, and understand their writing style. When the time comes to send your pitch, personalize it to show that you know their work and why your story would be a great fit for their audience.
Making Your Pitch Plug-and-Play
With journalists stretched thin, the more complete your pitch, the better your chances of getting coverage. A well-crafted press release should include a compelling headline, a strong lead paragraph that answers the who, what, when, where, why, and how, and a quote from a key stakeholder that adds value.
Beyond the basic information, make sure you include all the supporting details a reporter might need: relevant website links, event details, background information, and contact details. If a journalist has to email you back for basic information, they may move on to an easier story instead.
The Power of Photos and Video
A great story becomes even more appealing when paired with high-quality visuals. News outlets, particularly online and TV, rely heavily on engaging imagery. Providing professional-quality photos of your product, team, or event can make all the difference in whether your story gets picked up.
For TV and digital outlets, video footage—known as B-roll—can be even more valuable. If a news station has access to footage of your product in action or behind-the-scenes moments, they may be more likely to feature your business. Providing this content upfront can save journalists time and make your story a more attractive option.
Following Up the Right Way
If you haven’t heard back from a journalist after a few days, it’s okay to follow up—but keep it brief and professional. A simple email checking in on their interest is enough. Avoid being pushy, and never send multiple follow-ups if they haven’t responded.
If they pass on the story, don’t burn the bridge. Instead, ask if there might be a better fit for coverage in the future or if they’d be interested in other angles down the road. Building long-term relationships with reporters is just as important as landing any single story.
Maximizing Your Media Coverage
Once your brand gets featured in the media, don’t let the coverage fade into the background. Share the article on your social media channels, tag the journalist and publication, and feature it on your website. You can also include it in email newsletters, pitch it to additional outlets as social proof, or repurpose key points into blog content.
Media coverage isn’t just about visibility—it’s about credibility. The more you leverage your press wins, the more they will help build your brand’s reputation over time.
Need Help Telling Your Brand’s Story?
At Boulevard Creative, we specialize in crafting compelling brand stories and getting them in front of the right media outlets. With deep relationships in local and regional media across Central Virginia and beyond, we know how to position your brand for success.
Whether you need help developing a media strategy, writing press releases, or securing press coverage, we’re here to help. Let’s talk about how we can get your brand the attention it deserves.
Contact us today for a free consultation!
