How to Get Media Coverage for Your Business in 2025 (w/ Expert Tips)

Getting media coverage isn’t just about seeing your name in print — it’s one of the most effective ways to build brand awareness, boost credibility, and drive sales.

The challenge? Catching a journalist’s attention in the first place.

Top-tier publishers often receive between 50 and 500 pitches every week, which means your message has a lot of competition — especially if you’re a small or mid-sized business without a dedicated PR team.

The good news: it’s far from impossible. With a clear outreach strategy and the right tactics, you can position your business to stand out — and get covered.

TL;DR: How to get media coverage in 2025

• Proactive PR: Create and pitch newsworthy content to targeted journalists.
• Reactive PR: Respond quickly to journalist requests via media coverage services.
• Plan ahead: Build media lists, craft tailored pitches, and prepare press kits.
• Follow proven tactics: Use relationship-building, trend monitoring, and expert commentary to stand out.

This guide walks you through:
– 27 expert tips (with real examples) to boost your chances of getting featured
– Two core approaches to earning coverage: proactive and reactive
– PR planning essentials before you pitch

Two main paths to media coverage

How can you get media coverage for your business?

When it comes to digital PR, you can take one of two approaches:

1. Proactive PR — creating and sharing stories to generate attention
2. Reactive PR — responding to opportunities journalists are already looking to fill

Proactive PR: making the first move

Proactive PR means taking control of your story:

• Create engaging, newsworthy content (through press releases, media pitches, social networks, etc.)
• Share it via press releases, media pitches, and social channels
• Reach out directly to journalists

On that note: here's how to do PR outreach the right way.

The goal is to spark interest and be discoverable. Journalists often source stories via Google Search and social media — sometimes from other outlets. Broadcast specialist agency ON-Broadcast found many reporters admit to finding stories this way.

Content types that attract media attention include:

• Original research
• Expert commentary
• Visually appealing infographics
• Newsworthy stories (timely, relevant, human-interest, or influencer-related)

👉 Example: You might publish a research report on industry trends, supported by a well-designed infographic, and share it widely to attract coverage.

Tools to make it easier: With a PR platform like Prowly, you can create press releases, publish them in a dedicated newsroom, find relevant media contacts, and send email pitches — all from one place.

Reactive PR: seizing opportunities

Reactive PR is about responding to journalists’ needs in real time.

Media coverage services like SourceBottle aggregate journalist queries and connect them with relevant sources. If your input meets their criteria, you could be featured in their story.

Best practices for reactive PR:

• Respond only to relevant requests
• Match all listed requirements
• Provide background details about your business
• Include a link to an online press kit with visuals and essential information

It’s important to respond selectively and be sure to meet all the requirements mentioned in the query. What also helps is providing some background information about your business. You can include a link to your online press kit with all the important details and visuals that the reporter might need to get your business on the news.

Media coverage services to try out:

• SourceBottle
• Qwoted
• Response Source
• Press Plugs
• Press Hunt
• RadioGuestList

No matter which method you choose to get media coverage for your business, it’s important to plan your PR activities in advance.

Here’s what to do before you start outreach: 

• Figure out what you want to tell the world about your business and where/how you’re going to publish your news
• Identify target media outlets and journalists
• Build and maintain your media list
• Test different PR tools and services for both proactive & reactive PR efforts
• Create attention-worthy content (original research, expert insights, infographics)
• Pitch strategically to relevant contacts
• Apply the expert tips in the next section

💡 Tip: To get to know the top magazines to pitch in the US market, explore this article.

27 expert tips to get press coverage 

If you still feel like journalists are just not that into you, you might want to get a bit more creative and follow some of the expert tips on how to get media coverage I’ve collected.  

Let’s dive right in. 

1. Build relationships with journalists before you need them

Most people reach out to journalists only trying to get an article written about their business, which puts them in the same league as all the other companies doing the same thing.

If you’ve strengthened a relationship with one or a few journalists beforehand, they’ll be more likely to cover your story because you've clearly valued them long before even needing them. If you do this, you might even find them offering to get your business on the news before you even ask. It’s a simple step to take, but it can be very effective when done right.

Carla Diaz, Co-founder @Broadband Search

👉 TL;DR: Strengthen connections with journalists long before you need coverage. This goodwill can lead to unsolicited offers for stories about your business.

2. Pitch journalists not just than publications

When trying to get media attention, most businesses go for large publications straight away. It might work sometimes, but your pitch can easily end up lost somewhere in the bulk without any response, regardless of how amazing it was. A more effective way to get a positive response (or any response at all) is to start with less popular media outlets first, find relevant journalists working for these outlets, and tailor your pitch to them.

Atta Ur Rehman, Content Marketer @Physicians Thrive

👉 TL;DR: Target specific journalists at smaller outlets first to improve your chances of a response, then work your way up.

3. Target freelance reporters

Target specific freelance reporters who cover topics or an industry that is beneficial for your business. By focusing on targeting one person (a freelancer, to be exact), you can potentially receive a variety of media placements instead of one specific outlet. And, because freelancers are highly motivated to get their stories picked up, it should be easier for you to get your business on the news.

Sara Neumann, Director of Public Relations @Nuvolum

👉 TL;DR: Freelancers write for multiple publications. Secure a relationship with one, and you might see coverage across different outlets.

4. Pitch journalists who have covered similar topics

To increase your chances of getting media coverage, you can simply type a relevant topic into Google News and make a list of the publications that have covered this topic in the last 4-6 months. Next, click on each article, identify the author, and reach out to them personally. Since that journalist has already covered the topic, you have a greater chance of connecting with them on a related topic or follow-up article.

Markelle Harden, Digital Strategist @Knowmad

👉 TL;DR: Search Google News for your topic, for simply use Prowly to find recent articles, and contact those authors — they’re already interested in your subject matter.

5. Personalize your media pitch and subject line

While there are a lot of recommendations on the web when it comes to formatting your media pitches, there’s a high chance that your competitors have gone through them and will be using the same style. Therefore, it might be a better idea to personalize both the content and the format to make it stand out more (while keeping the essential formatting guidelines in mind). Alongside the main body of the email, you should also personalize the subject line as well for a better open rate.

Atta Ur Rehman, Content Marketer @Physicians Thrive

👉 TL;DR: Go beyond standard formats. Customize both the body and the subject line for higher open rates.

6. Digitize your press releases

One major tip for getting media coverage is to digitize your press releases. Too many companies still have a print mindset when it comes to press releases. They're so proud of their announcement that they think the story is just too engaging to pass up.

Even if your text is on point, you'll go much farther by including digital assets within your press release itself. Videos, gifs, and other downloadables make the journalist's life easier. You'll still want a well-written and edited text to go with it, but those extras drive a better engagement rate than text alone.

Dwight Zahringer, President @Pure Cabo LLC

👉 TL;DR: Include visuals, videos, and downloadable assets in your press releases to make journalists’ jobs easier.

However if you'd like to learn how to use print in the digital PR era, make sure to check out this article.

7. Leverage Twitter (X) for news sharing

Many reporters are on social media to keep up with industry trends, especially through Twitter. Take advantage of that! Make sure you are posting anything newsworthy on your Twitter handles. You never know who may be scrolling through your feed and decide to get an article written about your business. 

Plus, it pays off to follow reporters and publications that you want to be featured in, so you have a better feel for their style. If you understand what they’re looking for, it will be much easier to get press coverage in the future (and they may even follow you back).

Alex Keyan CEO & Founder @goPure Brands

👉 TL;DR: Share newsworthy content on Twitter and follow the journalists and publications you want to target.

8. Stay on top of trends

You can use Google Trends to monitor interest and popularity, and leverage these insights to create newsworthy content.

For example, we saw a resurgence in searches for SEO Prices in 2020 as more companies invested in digital marketing. We kept an eye on the topic and noticed a spike in searches in the third quarter of 2020. The next month, we published a blog post on the topic, and over the next several months, ten outlets picked up our article and linked to it.

Markelle Harden, Digital Strategist @ Knowmad

👉 TL;DR: Use Google Trends to find timely topics and create content that aligns with current search spikes.

9. Provide background information and visuals 

When pitching the media, make it as easy as possible for the reporter by providing visuals (infographics, images, video, b-roll) and any other relevant press materials to help back up your pitch. This will make it easier for the reporter to write an article about your business. 

Keep in mind that reporters act fast, work on tight deadlines, and are incredibly busy - if you can help them cover the story, the more inclined they will want to work with you again in the future.

Sara Neumann, Director of Public Relations @Nuvolum

👉 TL;DR: Send infographics, b-roll, and other supporting assets to help journalists cover your story faster.

10. Offer product samples for review

Journalists aren’t allowed to receive gifts from potential sources, but they are allowed to take free product samples for reviews. So, instead of reaching out to reporters pitching yourself and your story, offer them a free sample of your product in exchange for an honest review.

Everybody likes free stuff, and this will incentivize reporters and bloggers to write an article about your business for their media sites. This is especially true for smaller blogs and micro-influencers.

Rachel Geicke, Founder & CEO @ Snow Monkey

👉 TL;DR: Journalists can accept product samples for reviews, which can lead to authentic media coverage.

11. Create the content you want the media to pick up

One of the most effective ways to get media coverage for a business or organization is to become a journalist and produce the content you want news organizations to pick up. 

Once your story is ready, post it on our site (or an online newsroom), and “blast” it out as much as possible — on your social media channels, with notifications on your website, and through emails. If the story is newsworthy, you won’t have to go to the media to get the coverage. As soon as journalists see it, especially if it’s trending on social media – they come to you asking for more.

Vickie Pierre, Marketing & PR @USInsuranceAgents.com

👉 TL;DR: Publish your story in your own newsroom and promote it across channels — let the media come to you.

12. Offer original research and new data

Original research is always in demand, especially if you take an intriguing story angle that hasn't been discussed yet. You can either use your data, work with a research firm, or do some desk research to compile stats that will be useful for journalists.

As newsroom staffs are shrinking, contributed content helps fill in coverage gaps. Anything you pitch should be completely original and written with the tone of the publication you're targeting in mind.

James Gerber, Vice President @Crackle Communications

👉 TL;DR: Fresh, exclusive data is highly valued by journalists. Tailor your findings to the tone of the target publication.

13. Offer timely comments on new data

This technique has 3 steps:

• Building a list of journalists who write about your industry
• Finding a source of reliable information about your industry
• Pitching an insightful comment on this information to journalists as soon as the relevant data becomes available. Make sure your comments should add weight and insight to the story!

The keys to this are timing your comment correctly and making your pitch as "journalist-friendly” as possible. You can do that by putting [comment] in your subject line (this will increase your open rates as journalists who want a comment immediately know what they are getting), and including relevant visuals and credentials in your pitch. Journalists are pressed for time and will not want to chase you for these.

Oli Graham, Marketing Manager @Rightlywritten

👉 TL;DR: Fresh, exclusive data is highly valued by journalists. Tailor your findings to the tone of the target publication.

14. Release a curated report

In one of his newsletters, Brian Dean from Backlinko shared his unique method when it comes to getting media attention: 

My first breakthrough came after I reverse engineered sites that got press on a regular basis. I quickly realized that journalists LOVE writing about data. And businesses that published data-driven content tended to get press coverage on a regular basis. Instead of finding, collecting, and analyzing data myself…why not just report on data that’s already out there?

So I gave it a try. And the first “Curated Report” that we published did GREAT. It got links and mentions from sites like Forbes, HubSpot, and the Shopify blog.

Brian Dean, Founder @ Backlinko

👉 TL;DR: Aggregate and summarize existing data into an accessible, journalist-friendly format. The key here is to present your data in bite-sized chunks.

Use these resources:

• Google Scholar
• Data.gov
• Crunchbase
• Statista
• Tools & software (SimilarWeb, Google Keyword Planner). 

15. Piggyback on existing publicity

To get media attention when you’re not actually doing something newsworthy (or making a fool of yourself on social media, which is generally frowned upon as the old caveat that “all publicity is good publicity” is wholly untrue), the best way is generally to piggyback something else that is getting publicity. 

For instance, sponsoring a community event or team, joining in a fairly high-profile initiative like zero waste or employee-sponsored community volunteering, or otherwise supporting something that will generate or provide publicity for companies that give something in return.

Polly Kay, Senior Marketing Manager @English Blinds

👉 TL;DR: Aggregate and summarize existing data into an accessible, journalist-friendly format. The key here is to present your data in bite-sized chunks.

16. "Newsjack" existing stories

Another method to get more media coverage is to “newsjack” existing stories. It can be a bit risky sometimes but it can really help you generate more buzz and get your business on the news. 

How to do it right? Whenever there is a news story going around that is relevant to your industry, start by figuring out whether you can offer a new and different perspective on the topic. Then, reach out to relevant journalists. By doing so, you can get a chance to be featured in follow-up pieces while getting media coverage for your business.

Dimitris Tsapis, Head of Growth @PlanM8

👉 TL;DR: Aggregate and summarize existing data into an accessible, journalist-friendly format. The key here is to present your data in bite-sized chunks.

17. Work backward from the headline

One tip that you can lean on regularly is working backward. What this means is determining your ideal headline, and then searching this in Google or on Twitter to dive into the existing conversations around the topic. By working backward, you start with an idea in mind that you can use as a jumping-off point for your pitch and media research, instead of working from square one and feeling overwhelmed.

Mary Brynn Milburn, PR specialist @Idea Grove

👉 TL;DR: Start with your ideal headline, then research conversations already happening on that topic.

18. Use your competitors

A tip for getting more media coverage for your business is to look up the PR coverage that businesses similar to yours have received (these are usually listed on their press pages or even shared on social media), and then email those outlets about your own business. 

Because those outlets have already covered a similar story, there's a much higher chance that they would be interested in featuring yours. This tip also applies to individuals — look at similar figures in your industry and where they've been featured.

Jarry Lee, a NYC-based social media entrepreneur

👉 TL;DR: See where competitors have been featured and pitch those same outlets.

19. Leverage your business story

When it comes to PR and outreach, it's important to exhaust your business story. What this means is you leverage your business's history as a way to build your authority and credibility with regard to the relevancy of your outreach through your years of expertise. 

My company has been in business for over 3 decades, and this has built our network base and allows us to build our media coverage over time through word of mouth.

Lewis Mayhew, CEO & Founder @South Scaffolding

👉 TL;DR: Use your company’s history and expertise to add authority to your outreach.

20. Just ask for coverage 

Sometimes, it just doesn't hurt to ask.

I've ended up on the news many times by just calling up the news channels and asking them if they'd be interested in featuring my business. It's sometimes that simple. I would say the most crucial thing in getting media coverage is a subtle yet persistent approach.

Lori Cheek, Founder & CEO @Cheekd

👉 TL;DR: Sometimes, directly contacting news outlets can get results.

21. Maximize on media attention

At some point or another when running a business, you’re probably going to get the opportunity to get free media coverage. You should then make the most of this coverage to try and get noticed by other media outlets. 

If the story about your business is good enough, more media outlets are going to want to feature you (this is essentially one of the ways hype is created). If you get it right with the few free offers you have, you might just end up with more journalists approaching you to speak about your story. Of course, this only works if what you have to say is truly valuable, so don’t expect just anything to “blow up”.

Peter Horne, Content Lead @Geoff McDonald and Associates

👉 TL;DR: Sometimes, directly contacting news outlets can get results.

22. Consistently pitch journalists' queries 

Media coverage services like HARO are a great way to get free media coverage. However, since there is so much competition, the ratio of pitches to 'wins' will be relatively low. The key is to answer at least 10 to 20 queries per week consistently. 

Grant Aldrich, Founder & CEO @OnlineDegree.com 

👉 TL;DR: Respond to 10–20 HARO requests weekly to increase win rates.

23. Don’t reply with a generic answer

Take every query found on media coverage services seriously, and don’t ever reply with a generic answer. Some queries can be short and lack context, which makes it hard to recognize exactly what the reporters are looking for, but if you put in the time to figure out what exactly they are seeking and how quotes and references from you can help them cover the story, you’ll increase your chances of getting press.

Lee W. Johnson, Founder @Old Bull Lee

👉 TL;DR: Tailor each reply to the journalist’s specific request for a better chance of being featured.

24. Involve more team members

One of the top tips for getting your business on the news via media coverage services is to pitch the media using multiple people from different backgrounds. 

Journalists can be really strict with the credentials of their respondents. If your company is only doing outreaches through one executive, you are wasting opportunities. There are only a limited number of queries that one person can answer, and they are limited to their experience and expertise.

Stephen Light, CMO & Co-owner @Nolah Mattress

👉 TL;DR: Have different experts from your company respond to media queries to cover more topics.

25. Follow-up the next day

When trying to get journalists to cover your story, you have to realize that they are receiving tones of similar e-mails coming, and very often they are prioritizing the most important ones.

That's why it's worth following-up with the selected journalists the next day, either via e-mail or phone. It gives you greater chances that your story will be published at the end. Those who do not follow up shouldn't feel surprised if their pitch gets buried somewhere in the journalists' inboxes. 

Karolina Króliczek, Founder @PR Insight

👉 TL;DR: Send a follow-up the next day to increase the chance your pitch gets noticed.

26. Combine proactive & reactive tactics

Ready to get media coverage for your business?

Final takeaway: build, respond, repeat

Looking for the right reporter to get coverage for your story?

To get consistent media coverage:

• Create valuable, discoverable content (proactive)
• Monitor and respond to real-time journalist needs (reactive)
• Build authentic relationships that last beyond one story

☘️ With Prowly’s AI-enhanced PR workflow, you can ideate, draft, and distribute press releases while getting AI-driven media contact recommendations based on your press release and discover more in the Media Database — all in one platform. This combo makes pitching a breeze.

Start your free trial and tap into a database of over 1M+ journalists to find the perfect fit for your next story.

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