Getting featured in the media can elevate your brand, build credibility, and open doors you didn’t even know existed. But if you’re a small business, solopreneur or creator, getting press can feel really daunting, especially without a PR agency handling it for you.
The good news? Anyone can do it. Yes, that means you too!
You don’t need always need an agency to get featured in the media, you just need the right approach and a good story.
Here’s exactly how to pitch journalists, build relationships, and get featured in the media the right way.
The biggest mistake? Forgetting journalists are people, too
PR is often thought of as transactional – send a pitch, get featured. But at its core, media relations is just that – building relationships with the media.
Journalists aren’t just content machines looking for filler stories. They’re strategic storytellers, just like you. Their job is to create content that resonates with their publication’s audience, and your job is to show them why your story is worth telling.
Instead of asking, “How do I get featured in the media?” you need to ask:
✔ “Do we have the same target audience?”
✔ “Will that audience genuinely care about this story?”
✔“What can I do to add value to this story so it solves a problem for our audience?”
✔ “How can I make the journalists job easier?”
When you shift your mindset from “I need coverage” to “How can I be helpful?”—everything changes.
We have every tool and resource you need to do this successfully in the Sable & Rose Resource Library.
Step 1: Find the right journalists, not just any journalist
A common mistake? Pitching to the wrong people.
Journalists specialize in certain topics, industries, and audiences. If your story isn’t relevant to their beat, they won’t care.
- Start with publications your audience reads. Where do they get their news? What websites, magazines, or blogs do they trust?
- Look at bylines. Who’s already covering topics similar to yours? Those are the journalists you should be pitching.
- Use search tools like Google News, Muck Rack or Meltwater, and X (formerly Twitter) to find journalists who cover topics and industries relevant to you
- Quality over quantity. Stop spamming people…ten personalized pitches to the right journalists will always outperform 50 generic, mass emails to the wrong ones.
Step 2: Do your research before you pitch
Before you hit send, take 10 minutes to learn about the journalist.
✔ Read their recent work. What topics do they cover? What’s their style? If you’re launching a product, you probably shouldn’t be reaching out to an investigative reporter.
✔ Check their social media. Many journalists share what they’re looking for (and what they’re tired of receiving).
✔ Look at how they structure their stories. Do they include expert quotes? Statistics? Trend insights? If so, offer them what they typically use.
A well-researched pitch stands out instantly—and shows journalists you respect their time.
Step 3: Craft a pitch that gets opened (and actually read)
Journalists get hundreds of pitches a day. The key? Get to the point, FAST.
A great pitch includes:
✔ A strong subject line – Make it clear why your story matters. (Example: “New Data Shows 70% of Small Businesses Struggle with X” is better than “Interview Opportunity.”)
✔ A quick, compelling hook – Open with something newsworthy, relevant, and engaging.
✔ Why it matters to their audience – Connect your story to the bigger picture.
✔ A clear offer – Are you available for an interview? Do you have exclusive data? What’s the next step?
✔ Your contact info – Make it easy for them to follow up.
Step 4: Make their job easier
The easier you make it for a journalist to cover your story, the more likely they will.
✔ Provide quality images upfront. If your story needs visuals, attach high-resolution photos or link to a press kit.
✔ Have your details ready and respond quickly. If a journalist has to follow up multiple times for basic info, they’ll move on. If a journalist responds, answer quickly. Media moves fast and if you’re slow, they’ll find someone else.
✔ Offer exclusivity if possible. If you have new data, a unique angle, or a personal story, let them know they’re the first to get it.
Step 5: Follow-up (like a human)
No response? Don’t sweat it.
- Sometimes emails get buried and just like you and me, journalists are busy people. A quick, polite follow-up can go a long way.
- Keep it short and professional. (Example: “Just checking in to see if this story might be a fit for you. Let me know if you’d like any additional info!”)
- If they pass, thank them anyway. Relationships matter and handling rejection well is a critical life skill. If they pass, it’s okay.
Your story deserves to be told – let’s make it happen
If you’re ready to elevate your media strategy with expert-backed insights, customizable templates, and a proven framework, From Inbox to Headline: The Art of the Media Pitch, is your go-to resource for a FRACTION of what an agency would cost.
In this expert-created guide, you’ll find everything you need to:
- Strategically source media contacts
- Craft compelling pitches
- Build relationships with journalists
- Secure media coverage that gets your brand seen by the right people
- …and so much more
If you want more hands-on support, I also work with clients 1:1 to fine-tune their PR approach and secure meaningful media coverage. Whether you’re looking for guidance on a single pitch or a bigger-picture strategy, let’s talk. Book a complimentary discovery call here.
