Media Outreach 101

A lot of new marketers have so much to do, the last thing they concern themselves with is their image in relation to the media. The truth is that media outreach can be one of the best ways to grow their business rapidly, and at no cost.


Media outreach can:

  • Build brand
  • Increase subscribers
  • Boost sales

Here’s a primer on what you need to know.

What is media outreach?

Back in the day, there were media relations, trying to connect with media through press releases. Fast forward to today, and media outreach involves trying to connect with media representatives via a range of strategies.

It’s about a lot more than just press releases. You can pitch story ideas to journalists. You can also connect with important people in your niche via social media, engaging with them in online communities and groups. In addition, you can work with top bloggers and thought leaders to get them to engage with your content and company and spread the word about all you have to offer.

How to start your media outreach

There are several tried and tested ways to conduct media outreach.

Dealing with journalists

i-Think new and noteworthy. Good examples would include:

  1. a new product launch
  2. a live event taking place on X date, to get people to come
  3. reporting on a live event that just happened, and why it was noteworthy
  4. new rounds of fundraising
  5. e-mergers and acquisitions

ii-Be an expert who is accessible

iii-Have a story that is captivating and worthy of attention

iv-Tie your story into something that is trending, and of national or even global interest

v-Research the kinds of content they publish. See if there are any gaps you can fill.

vi-Gear your content towards them with a pitch. To do this, develop a media contact database. Note down:

  • name
  • publication/s
  • phone number
  • email address
  • local interest, if any-this is good for live events, for example

vii-Craft good pitch letters

They should get to the point and be individualized for each person you are contacting

viii-Craft good press releases

A good press release should have:

  • an enticing headline
  • an interesting sub headline that supports the headline
  • a powerful opening paragraph
  • a high-quality supporting image
  • a video
  • full contact information
  • interesting quotations, if possible

xi-Use a press release distribution service

This can help you reach a wide range of media representatives in just a few clicks

Top bloggers

i-Study the blogs related to your niche. Which offer high-quality content for your target audience?

ii-Analyze the content. See if there are any gaps you can fill.

iii-Start slowly by commenting on their content in a helpful way

iv-Once you have been on the site for a while, ask if they would be interested in a guest post

v-Create a resource box with each guest post, to link back to you site

Influencer marketing

i-Locate the top people on social media that are working in your niche

ii-Follow them and comment/share their posts

iii-Over time, you can get to know them better

iv-Over time, you can start to promote your brand in a very low-key way

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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