Getting your brand featured in the media is about much more than simply asking for coverage. Every day, journalists receive countless emails from brands promoting products, services, and announcements. The reality? Most of those pitches never receive a response.
Why? Because journalists aren't looking for begging or for advertisements—they're looking for stories that will interest their audience. The strongest pitches make sure to educate, inform, or inspire rather than sell. If your outreach feels more like a sales pitch than a newsworthy story, it's time to rethink your approach. Here are our tips on how to do so.
Tip #1: Lead With the Story, Not the Product
One of the biggest mistakes brands make is focusing on themselves throughout the whole pitch. While your product or service may be important, journalists first want to know why the story matters.
Ask yourself:
Why is this relevant right now?
Who does this impact?
What makes this different from similar brands?
Why would readers care?
Instead of leading with what you're selling, lead with how you’re helping solve that problem, what trend you’re leaning into, or the impact you’re making.
Tip #2: Focus on Value Over Promotion
A successful pitch gives publishers something valuable to all audiences, including journalists. Instead of highlighting features or promotions, provide expertise, insights, data, or a unique perspective.
Think about positioning your brand as a resource rather than simply a business.
You might share:
industry trends
original research or statistics
expert commentary
customer success stories
community impact
timely insights
When your pitch teaches or informs, it naturally becomes more compelling.
Tip #3: Make It Relevant to Their Audience
Not every story is going to be right for every publication. Before reaching out, take time to research the journalist, their recent work, and the topics they typically cover to make sure your story aligns.
Tailoring your pitch demonstrates that you've done your homework and understand what their audience is interested in. A personalized pitch is far more effective than sending the same generic message to dozens of reporters. You want them to pay attention and be interested.
The better your story fits their audience, the greater your chances of earning coverage.
Tip #4: Keep Your Pitch Clear and Concise
Journalists are busy, and lengthy emails often go unread. Get to the point quickly so you’re not missed or ignored.
A strong pitch should clearly explain:
what the story is
why it's timely
why it matters
why you're a credible source
Avoid unnecessary marketing language or exaggerated claims. Let the story speak for itself.
Tip #5: Build Relationships Beyond the Pitch
The best media relationships aren't built overnight. Engage with journalists before you need coverage by following their work, sharing relevant articles, or thoughtfully interacting with their content.
Approaching every interaction with professionalism and respect helps establish long-term trust. Even if a journalist declines your story today, maintaining the relationship could lead to opportunities in the future.
Strong PR is built on relationships, not just one-time transactions.
The most successful brands earn coverage by telling stories people genuinely care about. By leading with value, focusing on relevance, and understanding your audience, your brand becomes a trusted source rather than another promotional message in a crowded inbox.
At The McRae Agency, we help brands develop compelling stories that capture media attention and build lasting credibility. Through strategic public relations, media outreach, and thoughtful storytelling, we help businesses earn meaningful coverage that supports long-term growth.
Ready to tell your brand's story? Contact beth@mcraeagency.com for a complimentary consultation today.
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