The media can be a powerful tool for an entrepreneur looking to get in front of new customers. And the right appearance, in print or on air, can help a business owner become an industry thought leader.
But how do people actually get the attention of “the media”?
The reality is that every digital publication and multimedia platform wants something slightly different, making it hard for young startups and small brands to get the attention of journalists, podcasters, and TV producers.
But there are things a business owner can do to get noticed.
It’s all about doing research, getting creative, and finding ways to “meet the moment.”
To demystify the process, we spoke to talent bookers, PR experts, and journalists to learn what really helps a company stand out in the crowded media landscape. Here are their thoughts:
1. Prep Before You Pitch
Be intentional and specific about exactly why you want press coverage in the` first place, said Ekaette Kern, Chief Executive Officer and Head of Consulting at TENET Consultancy.
“Spend time crafting an overarching narrative that serves as your brand’s North Star in every story you seed to the press,” Kern added. “Highlight the problem you’re solving, why it’s unique to the market, and the macro impact it can have. Journalists are more likely to cover interesting stories that resonate with their audience.”
Once you have your “why” for going to the press, start researching, said Jamie Maglietta , former Senior Producer at CNN and now CEO of (ON CAM) Ready.
“Before you pitch, come up with a contact list of podcasters, writers, blogs, and even influencers within your niche. Consume their content and find a way your startup can add value to what they cover or discuss,” she told Hypepotamus.
2. Dust Off Those Handles & Web Pages
Your product might be great and your perspective might be interesting. But if your website is hard to navigate or your social media handles are out of date, many journalists might move on and look for another person to interview.
That’s why Mara Davis, a prominent talent booker and publicist based in Atlanta, said it is crucial to activate those social media handles.
“[Producers and journalists] want to understand who you are at first glance. They’re going to go onto your Instagram and your TikTok,” Davis said. “There have been people who have really cut through because they have incredible social media.”
Maglietta also suggested putting your company’s founding story front and center online while investing in high-quality video content creation.
“The press will do research so it is important that the startup showcase its story and offerings not only on a website but on social media. I highly recommend having the face of the brand record on-camera videos that demonstrate how the potential television guest or print subject communicates the brand’s message,” Maglietta told Hypepotamus.
3. Meet The Moment
With all the experts we talked to, the importance of “meeting the moment” kept coming up. The best pitches are timely. They are rooted in trending topics online, upcoming national events, or industry-specific hot button issues.
That means companies can’t just send press releases, which Tawanda Carlton, Chief Operations Officer and Senior Strategist at TENET Consultancy, said should be used “sparingly and strategically.”
“We always encourage our clients to think beyond the press release and reserve it as an extension to a bigger strategy when considering significant company milestones, partnerships, or funding rounds,” Carlton said.
It is more important to build long-term relationships with journalists, producers, and multimedia creators so that you are top of mind for them when new story assignments come up.
For Nikkia Adolphe, Chief Innovation Officer and Head of Strategy at TENET Consultancy, a good way to stand out and meet the moment is to put forth a viewpoint that isn’t already presented in the media.
“Offer a distinct point-of-view on trends impacting your industry. The media landscape is crowded with trends here today and gone tomorrow. As you build your footprint as a thought leader, make sure you have a distinct perspective of your subject matter and expertise – and don’t be afraid of bucking trends and offering a contrarian point of view,” Adolphe added.
4. So You’ve Pitched. Now what?
After you’ve done all your research and sent a quality pitch, it’s time to play the waiting game. But that doesn’t mean you should continuously pinging a reporter or producer with follow up messages.
“If a company does not hear back from the media after a pitch, hold off on following up until another relevant time. Make sure when you follow-up you have a new hook…Do not just follow-up to ask if there is interest,” said Maglietta.
But that doesn’t mean it is the end of the road for your pitch, she added.
Startups and business owners can work on finding new ways to connect and build relationships with journalists. That means engaging in the spaces where reporters “live” online, be it X, Threads, or LinkedIn.
“Take that list you created and follow the reporters or media outlets you want to attract. When they post stories related to your niche, comment on those posts. You should also consider sharing the posts and tagging the reporter or outlet. Another idea is creating a reel with the green screen, popping the headlines up behind you and weighing in on the story; again tagging them. It is all about leaning into the media ecosystem. Sharing is caring and a good deed can attract a positive outcome.”
