Effective media relations is about relevance, timing, and trust. This playbook focuses on sustainable practices rather than volume.
1) Define story lanes
Limit outreach to three to five story lanes tied to real evidence. Story lanes keep pitches focused and help journalists understand your relevance.
2) Build a beat‑based media list
Segment by beat rather than outlet. A business reporter and lifestyle reporter at the same publication should not receive the same pitch.
Review and prune the list monthly. A smaller, accurate list outperforms a large, stale one.
3) Create a newsroom that removes friction
A strong newsroom includes:
- fact sheet
- executive bios
- high‑resolution images
- clear press contact
Easy access improves accuracy and reduces delays.
4) Pitch with evidence
Lead with the angle, then add evidence. Avoid brand‑first messaging. The pitch should answer:
- Why now?
- Why this audience?
- What is new?
5) Run briefings with discipline
Briefings work best when they are short, on‑record rules are clear, and supporting materials are ready.
6) Measure relationship health
Track:
- response rates from priority journalists
- repeat coverage
- message pull‑through
These metrics reveal whether relationships are strengthening.
FAQ
How many pitches should we send per week?
Fewer, higher‑relevance pitches generally outperform volume.
Should we use press releases for every story?
No. Use releases for formal announcements and briefings for deeper stories.
How quickly should we follow up?
One follow‑up after 48–72 hours is usually enough.
What is the biggest mistake in media relations?
Sending generic pitches to broad lists without relevance.