Strategic Media Outreach: The Ultimate Guide

You are already an expert in your field. You’ve put in the years of work, built the business, or written the book that proves it. But how do you make the leap from being an expert to being recognized as the authority? The answer lies in amplification. Your insights need a platform, and your story needs a bigger stage. This is precisely what strategic media outreach is designed to do. It’s the process of connecting your expertise with the journalists and media outlets that can share it with a wider audience, cementing your status as a go-to thought leader. This guide provides a clear, actionable framework for building those connections and getting your message heard.

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Key Takeaways

Strategy Precedes Outreach: Before sending a single email, establish a clear game plan. Define your specific goals, identify your ideal audience, and craft a compelling brand narrative. This foundational work ensures every action you take is focused and effective.
Think Relationships, Not Transactions: The most impactful media coverage comes from genuine, long-term connections. Engage with journalists thoughtfully, offer value without expecting an immediate return, and aim to become a trusted source they can rely on.
Personalization is Non-Negotiable: Generic pitches are a fast track to the trash folder. Show journalists you respect their work by referencing their specific beat and explaining exactly why your story is a perfect fit for their audience. A tailored pitch is your best tool for standing out.

What is Strategic Media Outreach?

Think of strategic media outreach as the art and science of getting your story featured by the right people, in the right places, at the right time. It’s a cornerstone of public relations that involves connecting with journalists, influencers, and media outlets to secure coverage for your brand, book, or personal story. Unlike paid advertising, this is all about earning your spot in the limelight. The goal is to gain what’s known in the industry as “earned media“—valuable, credible exposure that you don’t pay for directly.

This process is far more than just sending a mass email and hoping for the best. A strategic approach means you’re carefully researching who to contact, crafting a story that resonates with their audience, and building genuine relationships. It’s about understanding what makes a story newsworthy and positioning your message in a way that provides real value to the publication and its readers. When done right, it can land you features in top-tier outlets, podcasts, and TV segments, establishing you as a go-to expert in your field. Our clients have seen incredible success by focusing on this targeted, relationship-driven approach to getting press.

Media Outreach vs. Advertising

It’s easy to confuse media outreach with advertising, but they operate on fundamentally different principles. With advertising, you pay for space. Whether it’s a sponsored post on Instagram or a full-page ad in a magazine, you have complete control over the message because you’ve purchased the real estate. It’s a direct transaction. Media outreach, on the other hand, is about merit. You can’t buy your way into a news story. Instead, you have to earn it with a compelling narrative, a unique angle, or an expert opinion that a journalist finds valuable for their audience. It relies on having a newsworthy story and building strong relationships, not on your marketing budget. This distinction is what makes earned media so powerful—it comes with an implied endorsement from a neutral third party.

Why It’s a Game-Changer for CEOs and Thought Leaders

For CEOs, authors, and entrepreneurs, strategic media outreach is one of the most effective ways to build authority and trust. When a respected journalist or publication features your story, they are lending you their credibility. Readers inherently trust a story covered by an independent news source far more than a paid advertisement because they know the journalist is putting their own reputation on the line. This third-party validation is priceless.

This kind of coverage puts you in front of potential customers, investors, and industry peers in a context that positions you as an expert. Good connections with reporters make it easier to get your stories covered, amplifying your message and solidifying your status as a thought leader. It’s not just about getting your name out there; it’s about building a reputation that opens doors and creates opportunities, which is a core part of our PR strategy for every client we work with.

Build Your Media Outreach Game Plan

Before you send a single email, you need a solid game plan. Successful media outreach isn’t about firing off pitches and hoping something sticks; it’s a strategic effort that starts with a clear foundation. Think of it as building the blueprint for your campaign. When you know exactly what you want to achieve, who you need to reach, and what story you want to tell, every action you take becomes more focused and effective. This initial planning is what separates a one-hit wonder from a sustained media presence that builds your authority and brand. Taking the time to map out these core elements will save you countless hours and dramatically improve your results.

Set Clear Objectives

First things first: What are you actually trying to accomplish? “Getting more press” isn’t a goal; it’s a wish. You need to get specific. Are you launching a new book and want to drive pre-orders? Are you aiming to establish yourself as the go-to expert in your industry before a major conference? Or perhaps you want to manage your brand’s image during a company transition. Start with a clear plan that outlines your primary goals. For example, your objective might be to secure three podcast interviews and one feature in a major business publication within the next quarter. Having a defined objective gives your outreach purpose and provides a benchmark for measuring success.

Define Your Target Audience

You can’t speak to everyone, so don’t try. The next step is to identify precisely who you want to reach with your story. This isn’t just about demographics; it’s about psychographics. What do they read? Which podcasts do they listen to on their commute? Who do they follow on LinkedIn for industry insights? Understanding the media consumption habits of your ideal audience is critical. If you’re a fintech CEO, your audience is likely reading Bloomberg and TechCrunch, not a lifestyle blog. Knowing this allows you to focus your efforts on the publications and journalists they already know and trust, ensuring your message lands with maximum impact and builds meaningful connections.

Craft Your Brand Narrative

Once you know your goals and your audience, it’s time to shape your story. Journalists receive hundreds of pitches a day, so a generic announcement won’t cut it. You need a compelling brand narrative that hooks them in. What is the unique angle of your story? What problem do you solve for people? As a leader or author, your personal journey is often intertwined with your brand’s story. Don’t just state facts; tell a story that is clear, interesting, and relatable. We work with our clients to find that unique angle that makes their story irresistible to the media. A strong narrative gives journalists a reason to care and, more importantly, a reason to share your story with their audience.

Find the Right Media Outlets and Journalists

Finding the right people to tell your story is less about casting a wide net and more about precision. Sending a generic pitch to a hundred journalists is a fast track to the spam folder. The real impact happens when you connect with the specific writers and publications whose audience is genuinely interested in what you have to say. This is where your research pays off, turning a cold outreach into a warm, welcome conversation. It’s about finding the perfect home for your story, not just any available space.

Research Relevant Publications

Before you even think about writing a pitch, you need to know who you’re writing to. Start by making a list of the publications your ideal audience reads. Where do the CEOs, founders, and readers you want to reach spend their time? Think beyond the obvious big names. Niche industry blogs, podcasts, and trade journals often have highly engaged audiences that could be a perfect fit for your story. The goal is to find journalists whose work aligns with your brand’s narrative. If you’ve written a book on leadership, you should be looking for reporters who cover business, career development, and entrepreneurship.

Build a Targeted Media List

Once you have a list of publications, it’s time to get specific. You’re not pitching to Forbes; you’re pitching to a specific journalist at Forbes. Create a simple system, like a spreadsheet, to keep track of your media contacts. This will save you from embarrassing mix-ups, like sending the same pitch twice or using the wrong name. You can find contact information using professional media databases or by doing some smart searching on platforms like LinkedIn and Twitter. Your list should include the journalist’s name, publication, their specific beat (e.g., tech, wellness, finance), email address, and a link to their social media profile. I also love adding a ‘Notes’ column to jot down details about their recent articles.

Understand What Journalists Want

Here’s a secret: journalists aren’t looking for another advertisement. They’re looking for a great story that will resonate with their readers. Your job is to show them why your story is the one they should tell. This means you need to personalize every pitch. Read their last few articles. What angles do they take? What kind of experts do they quote? Your pitch should sound like it’s coming from a real person, not a press release generator. Show them you’ve done your homework and understand what they and their audience care about. This simple act of preparation will make you stand out from 99% of the pitches in their inbox.

Craft a Pitch They Can’t Ignore

Once you’ve identified the right journalists, your pitch is your one shot to make a great first impression. A journalist’s inbox is a crowded place, and your email needs to stand out for the right reasons. It’s not just about what you say, but how you say it. A well-crafted pitch shows you respect their time, understand their work, and have a story that their audience will genuinely care about. This is where you connect your expertise to their platform, making it an easy “yes” for them. A thoughtful pitch is the difference between being seen as a valuable source and being sent straight to the trash folder. It’s your opportunity to demonstrate your credibility and show that you have something important to contribute to the conversation.

The Anatomy of a Perfect Pitch Email

A winning pitch isn’t a mystery; it’s a formula. It starts with being well-researched and highly personalized. Your email should have a clear, targeted tone and focus entirely on why your story is relevant to the journalist’s specific audience. Include links to your media kit or other assets, but don’t be demanding. The goal is to be a helpful resource, not another item on their to-do list. A bad pitch, on the other hand, is vague, uses the wrong name, and talks only about what you want. By focusing on their needs, you build a foundation for a relationship and demonstrate the kind of value you can provide, which is how our clients consistently achieve great press.

Write Subject Lines That Get Opened

Your subject line is the gatekeeper to your pitch. If it doesn’t grab attention, your carefully crafted email will never even be read. The best subject lines are short, catchy, and clear. Think of it as a headline for your email. It should instantly tell the journalist what the email is about and why it’s relevant to them. For example, instead of a generic “Story Idea,” try something like, “Pitch: New Data on CEO Burnout for Your Leadership Column.” Including keywords also helps journalists find your email later when they’re searching for sources on a specific topic. Keep it under 10 words and make every word count.

Personalize Your Approach

The single biggest mistake people make in media outreach is sending generic, mass emails. It’s far better to send 15-20 thoughtful, personalized pitches than 1,000 blasts that will likely be ignored. Personalization means showing you’ve done your homework. Reference a recent article they wrote or mention a specific interest they have. Explain exactly why your story is a perfect fit for their beat and their readers. Your pitch should sound like it’s coming from a real person, not a robot. At Leverage with Media, our personalized approach is what sets our clients apart and helps them build authentic connections with the media.

Time Your Outreach for Maximum Impact

Timing can make or break your pitch. It’s essential to understand a journalist’s deadlines and workflow. While every publication is different, a good rule of thumb is to avoid sending emails late in the day or on a Friday afternoon. Mid-morning from Tuesday to Thursday is often the sweet spot. This gives them time to review your pitch without the pressure of an impending deadline. Email is almost always the best way to make initial contact. Respecting their schedule shows professionalism and an understanding of their world. If you’re unsure how to get the timing just right, you can always book a call with our team to discuss a strategy.

Write a Press Release That Gets Noticed

A press release is your official announcement to the world, but it needs to be much more than a stuffy, formal document. Think of it as a key that unlocks a journalist’s interest. While a personalized pitch email is your primary tool for building relationships, a powerful press release is the essential supporting asset that gives your story weight and credibility. It provides all the necessary facts in a standardized format, making it easy for a busy reporter to quickly understand your news and see its potential. It’s the foundational document that proves your announcement is newsworthy and that you’re a serious source.

The goal isn’t just to announce something; it’s to tell a story that’s compelling enough for the media to share. A great press release anticipates a journalist’s questions and answers them clearly and concisely. It hands them a story on a silver platter, complete with compelling angles, powerful quotes, and all the background information they need. When you make their job easier, you dramatically increase your chances of getting the coverage you want. We’ve seen this work time and again with our clients, turning a simple announcement into a feature story that builds authority and reaches thousands of new people.

Structure and Format for Success

Journalists are flooded with press releases every day, so yours needs to be scannable and professional. Start with a headline that’s short, catchy, and includes keywords a reporter might search for later. Right below it, add a one- or two-sentence summary that gets straight to the point. This is your main message, so make it count. Instead of attaching heavy images or videos, include a single link to a dedicated press kit where they can find all your assets. Finally, close with a clear sign-off that includes your name, contact information, and a brief line about why you’re the authority on this topic. This simple structure shows you respect their time and know what you’re doing.

Develop Story Angles That Resonate

Here’s a hard truth: what’s exciting to you as a founder or author might not be interesting to a broader audience. Your job is to find the hook. How does your announcement connect to a current trend, solve a common problem, or offer a surprising new perspective? Frame your news as a story people will actually want to read. Once you have your angle, pitch it to journalists who cover that specific topic. A generic blast to a hundred reporters is a waste of time. A targeted pitch to the right person, written in a genuine, human voice, is what opens doors and gets your story told.

Prepare Your Supporting Media Kit

A media kit, or press kit, is your secret weapon for making a journalist’s life easier. It’s a digital folder containing everything they need to cover your story. This should include high-resolution headshots and product photos, your official bio, pre-approved quotes, any relevant data or case studies, and of course, the press release itself. By providing these materials upfront, you remove friction and give them the tools to start writing immediately. It’s a professional touch that signals you’re a credible and organized source, making you someone they’ll want to work with. Our PR packages always include creating a polished media kit for this very reason.

Build Real Relationships with Journalists

Your media outreach plan shouldn’t feel like a series of one-off transactions. The most impactful PR comes from genuine, long-term relationships. Think of it this way: journalists are inundated with hundreds of pitches a day. Whose email do you think they’ll open first? The one from a stranger, or the one from a trusted source they recognize and respect?

Building these connections takes time and effort, but it’s the single most effective way to secure consistent, high-quality media coverage. When a journalist sees you as a reliable partner who understands their needs, they won’t just take your call—they’ll start calling you. This is how you move from simply pitching stories to becoming an essential resource for the media.

Network for Long-Term Success

Your network is your net worth in the world of PR. The goal is to build a core group of media contacts who cover your industry and know they can count on you for credible information. Good connections with reporters make it much easier to get your stories covered because a foundation of trust already exists. Start by identifying the key players in your niche and making a plan to connect with them authentically. This isn’t about collecting contacts like trading cards; it’s about cultivating professional relationships built on mutual respect and value. Over time, this network will become your go-to for placing stories and gaining insights into the media landscape.

Engage on Social Media (The Right Way)

Social media is a powerful tool for connecting with journalists, but it requires a delicate touch. The key is to engage, not to pitch. Start by following reporters who cover your industry on platforms like X (formerly Twitter) and LinkedIn. Pay attention to what they’re writing and talking about. The next step is to thoughtfully interact with their posts—share their articles with an insightful comment or add a constructive thought to a discussion they’ve started. This low-pressure interaction helps you get on their radar in a positive way. It shows you respect their work and are engaged in their field, making your name familiar and welcome when your pitch eventually lands in their inbox.

Follow Up Without Being Pushy

There’s a fine line between persistent and pushy, and a good follow-up strategy knows exactly where it is. If you don’t hear back on a pitch, a single, polite follow-up email a few days later is perfectly acceptable. Instead of just asking, “Did you see my email?” try to add value. You could offer a new data point, a relevant article that supports your angle, or a short client quote. Whatever you do, be prepared to deliver everything you promised immediately. Not having your information, images, or sources ready to go can instantly damage your trust with a journalist and burn a bridge you just tried to build.

Maintain Your Connections

Getting a story placed is the beginning of a relationship, not the end of it. After your story runs, send a brief thank-you email to the journalist. Continue to engage with their work on social media by sharing their articles (not just the one about you). A great way to solidify a connection is to become a resource. If you see a study or come across an expert source that you think would be helpful for their beat—even if it has nothing to do with you or your clients—pass it along without asking for anything in return. This positions you as a valuable, helpful contact and keeps the relationship warm for the next time you have a story to pitch.

The Right Tools for Your Media Outreach

Even the most brilliant media outreach strategy needs the right technology to support it. While your story and relationships are the heart of your PR efforts, the right tools act as the central nervous system, keeping everything organized, efficient, and measurable. Think of them as your personal PR assistants, working behind the scenes to streamline your workflow and help you make smarter decisions. Without them, you risk sending duplicate emails, missing follow-up opportunities, and having no real way to track what’s working. Investing in a solid tech stack isn’t an expense; it’s a strategic move that allows you to focus on what truly matters: building connections and sharing your message. From managing your contact list to measuring the impact of your coverage, these tools provide the framework you need to execute your plan flawlessly and prove its value. They transform your outreach from a series of one-off tasks into a cohesive, data-informed system. This is especially critical for CEOs and authors whose time is limited and whose reputation is paramount. The right software ensures every action is intentional and every result is tracked, giving you the confidence that your PR efforts are contributing directly to your goals.

Media Databases and Monitoring Platforms

As you build your media list, you’ll quickly realize that a simple spreadsheet won’t cut it for long. A dedicated media database is essential for keeping your contacts organized and your outreach professional. These platforms help you track every interaction, ensuring you don’t make embarrassing mistakes like pitching the same journalist twice or mixing up details from a previous conversation. Using a tool like Cision or Muck Rack allows you to curate your lists with precision, saving you countless hours of manual work. Beyond contact management, these services often include media monitoring, which automatically alerts you whenever your brand, your name, or your key topics are mentioned online. This lets you track your coverage in real-time and quickly engage with the conversation.

Social Media Management Tools

In modern PR, social media is your digital networking event. It’s where you can connect with journalists on their own turf, understand what they’re passionate about, and build genuine rapport before you ever send a pitch. Following reporters who cover your industry on platforms like LinkedIn and X (formerly Twitter) is a must. The key is to engage thoughtfully—share their work, add insightful comments, and become a familiar, valuable presence in their feed. To make this manageable, social media management tools like Hootsuite or Buffer are incredibly helpful. They allow you to schedule your own content in advance, freeing you up to focus on the spontaneous, authentic engagement that builds relationships.

Analytics and Tracking Software

Securing a media placement is a huge win, but understanding its impact is what separates good PR from great PR. Analytics and tracking software show you the tangible results of your hard work. By using tools like Google Analytics, you can see exactly how much traffic a specific article or feature sends to your website. This data is invaluable. It reveals which publications and journalists are not only covering your story but also driving engaged readers to your brand. These web metrics help you measure the effectiveness of your campaigns, justify your PR investment, and refine your strategy over time. You can double down on the outlets that deliver real results and adjust your approach for those that don’t.

Measure Your Media Outreach Success

Sending out a pitch and landing a feature feels great, but that’s only half the story. The real value of media outreach comes from the results it generates for your brand and business. If you aren’t measuring your efforts, you’re essentially flying blind, unable to tell which strategies are working and which are a waste of time. Tracking your success helps you refine your approach, prove the value of your PR investment, and make smarter decisions for future campaigns. It transforms public relations from a hopeful expense into a predictable growth engine.

Think of it this way: you wouldn’t run a paid ad campaign without tracking clicks and conversions. Your media outreach deserves the same level of scrutiny. By setting up a system to measure your success, you can clearly see how a feature in a major publication translates into tangible outcomes like website traffic, new leads, and increased authority in your field. This data is powerful, not just for your own understanding, but for demonstrating the impact of your personal brand to partners, investors, and your team. It’s how you connect the dots between a great story and a growing business.

Key Performance Indicators to Track

To understand the impact of your media coverage, you need to look beyond the number of placements. Focus on the key performance indicators (KPIs) that show how your audience is engaging with the coverage. Start by monitoring your website analytics. Look for spikes in referral traffic from the publications that featured you. As one report notes, metrics like “the number of visitors, source of traffic… [and] time spent on the site… help quantify the extent of exposure.” Did that article drive qualified visitors who explored your site and spent time with your content? Also, track social media mentions and engagement. Are people sharing the article and talking about your brand? This shows your message is resonating.

Analyze the Quality of Your Coverage

Not all media mentions are created equal. A feature in a niche, high-authority publication that your ideal clients read is far more valuable than a passing mention in an irrelevant outlet. You need to assess the quality of your coverage by looking at its relevance, authority, and how well it aligns with your audience. Was your brand positioned favorably? Did the article include your key messages and a link back to your website? Seeing your name in top-tier publications is a great indicator of quality, just like the results we secure for our clients. High-quality placements build credibility and ensure your story reaches the people who matter most to your business.

Calculate Your Return on Investment

Ultimately, CEOs and founders want to know if their investment in PR is paying off. Calculating the return on investment (ROI) for media outreach can seem tricky, but it’s essential. You can connect your PR efforts to business goals by tracking metrics like new leads, book sales, or speaking inquiries that came in after a feature was published. You can also look at the Advertising Value Equivalency (AVE), which estimates what the earned media space would have cost if you’d paid for it as an advertisement. As marketing experts point out, the right metrics “can help you measure your campaign across channels using a variety of different dimensions – such as brand value or overall revenue.” Defining these metrics upfront is a key part of the strategic planning we offer.

Avoid These Common Media Outreach Mistakes

Even the most compelling story or groundbreaking book can fail to get attention if your outreach strategy is flawed. Getting your pitch deleted before it’s even read is a common, and entirely avoidable, outcome. The difference between landing a feature in a top-tier publication and getting lost in a crowded inbox often comes down to sidestepping a few critical errors. Let’s walk through the most common media outreach mistakes we see so you can give your story the best possible chance of success.

Targeting the Wrong Journalists

This is the number one reason pitches fail. Sending your story to the wrong person is a waste of your time and theirs. A tech reporter at Wired doesn’t cover wellness trends, and a lifestyle editor at Vogue isn’t interested in your B2B software launch. Even if your story is interesting, you need to pitch it to journalists who cover that specific topic and whose audience would care. Before you add a journalist to your list, read at least three of their recent articles. Does your story align with their beat? Would their readers find it valuable? If the answer isn’t a clear “yes,” move on and find a better fit.

Sending Generic, Mass Pitches

Journalists can spot a generic, mass-emailed pitch from a mile away. The infamous “spray and pray” method is a fast track to the trash folder and can even damage your reputation. A personalized pitch shows you respect the journalist’s work and have put thought into why your story is a good fit for them specifically. It’s far better to send 15-20 highly personalized and well-researched pitches than 1,000 generic ones. Mention a recent article they wrote that you enjoyed or connect your story to a theme they often explore. This small effort proves you’re not just another PR blast clogging their inbox.

Failing to Do Your Research

Effective personalization is impossible without solid research. This goes beyond just finding a journalist’s name and email. True research means understanding their niche, their point of view, and the types of stories they tell. Create a targeted list of journalists whose work genuinely matches your brand’s narrative. For each contact, note the specific articles they’ve written that are relevant to your pitch. This allows you to craft a story angle that feels like a natural extension of their existing work, making it an incredibly easy “yes” for them. This groundwork is the most important part of the entire outreach process.

Lacking Credibility as a New Source

When a journalist covers your story, they are vouching for you to their audience. As Cision notes, journalists put their own reputation on the line when they cover your story. If you’re an unknown entity, you need to make it easy for them to trust you. This starts with a professional online presence, including a polished website and an active, insightful LinkedIn profile. You should also have a comprehensive media kit ready to share, complete with a professional headshot, bio, and any relevant data or testimonials. These elements signal that you are a credible expert and a reliable source worth their time.

Advanced Strategies to Maximize Coverage

Once you’ve mastered the basics of pitching and building relationships, you can use more advanced tactics to make a bigger impact. These strategies aren’t about reinventing the wheel; they’re about being smarter with your efforts. By aligning your story with current events, creating unique value for journalists, and using all your platforms in a coordinated way, you can secure higher-quality placements and get more mileage out of every win. It’s about moving from simply getting mentioned to becoming a go-to source in your industry.

Leverage Trending Topics and News Cycles

This is about finding your place in conversations people are already having. Instead of creating a story from scratch, you insert your expertise into a trending topic or breaking news story—a practice called “newsjacking.” To do this well, you need to be quick and relevant. Set up alerts for industry keywords so you can respond to news as it happens. When you see an opportunity, pitch yourself as an expert source to comment on the story. Successful outreach isn’t about having the biggest budget—it’s about understanding your audience and executing with authenticity.

Create Exclusive Content Opportunities

Journalists get hundreds of pitches a day. To stand out, offer them something no one else has. An exclusive gives a reporter a unique story, making your pitch far more appealing. This could be a first look at your new book, an exclusive interview about a company milestone, or an original article you’ve written just for their publication. Remember, effective media outreach relies on having a good, newsworthy story, not on paying for an ad. Offering an exclusive shows you value the journalist’s work and helps you build a stronger relationship for the future.

Coordinate Cross-Platform Outreach

Getting a media placement is a huge win, but your work isn’t done once the article is live. To maximize its impact, share it everywhere. A coordinated approach across your digital platforms extends the life of your coverage and broadens its reach. Share the link on LinkedIn, X, and Facebook. Write a blog post on your website summarizing the key points and linking to the original article. Send it to your email list. This drives traffic to the placement and reinforces your credibility, showing your audience that you are a recognized thought leader in your field.

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Frequently Asked Questions

How long does it typically take to see results from media outreach? This is the million-dollar question, and the honest answer is: it varies. Media outreach is a long game, not an overnight fix. Building genuine relationships with journalists takes time, and the news cycle is unpredictable. While a timely, compelling story can sometimes land coverage within weeks, a more realistic timeframe is to expect consistent effort over a few months to start yielding significant results. The key is patience and persistence.

What if a journalist says no to my story? Is that relationship over? Absolutely not. A “no” from a journalist rarely means “never.” More often, it just means “not right now.” The story might not be the right fit for their current needs, or their schedule might be full. Instead of seeing it as a rejection, view it as the start of a conversation. Thank them for their time, and then focus on being a valuable resource. Continue to follow their work and, when appropriate, send them helpful information or sources without asking for anything in return. This builds trust and keeps the door open for your next great story.

I’m just starting out with no media contacts. What’s the single most important first step? Before you even think about building a media list, you need to get crystal clear on your own story. The most important first step is to define your brand narrative. What is the unique angle you bring to your industry? What specific message do you want to share? When you have a compelling and concise story, it becomes much easier to identify the right journalists and craft a pitch that resonates. A strong narrative is the foundation of your entire outreach plan.

Is it better to get one feature in a major publication or several mentions in smaller, niche blogs? This really depends on your goals, but I almost always lean toward quality over quantity. One well-placed feature in a publication that your ideal audience reads and trusts can be far more impactful than ten random mentions. A story in a respected niche outlet positions you as an expert directly in front of a highly engaged and relevant audience. While big names are great for broad visibility, targeted placements often drive more meaningful business results.

Do I really need a professional media kit, or can I just send my bio in an email? You absolutely need a media kit. Think of it from the journalist’s perspective: they are on a tight deadline and need information quickly. A media kit provides everything they need—your bio, professional headshots, approved quotes, and contact information—in one organized place. It makes their job easier, which they will appreciate. More importantly, it signals that you are a professional, credible source who is prepared and easy to work with.