You’ve got a great business.
You know you help your customers.
Maybe you’ve even got a genuinely interesting story to tell.
So why isn’t anyone writing about it?
The truth is, most businesses don’t struggle to earn media coverage because they’re not newsworthy. They struggle because they don’t understand how journalists find stories—or what makes them stop and pay attention.
The good news?
Getting your business featured in the media isn’t reserved for large corporations with expensive PR agencies on retainer. With the right approach, any business can dramatically improve its chances of being quoted, interviewed or featured.
Here are 10 proven strategies that can help you attract the attention of journalists, and keep it too.
1. Think like a journalist, not a marketer
One of the biggest mistakes businesses make is asking, “How can I promote my business?“
Journalists aren’t asking that question.
They’re asking:
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Why would my audience care?
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Is this timely?
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Does this help explain something happening right now?
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Can this expert add something useful to the conversation?
The more your story helps a journalist serve their audience, the more likely it is to earn coverage.
Before pitching anything, ask yourself:
“If my company name disappeared from this story, would it still be interesting?”
If the answer is ‘Yes!’, you’re on the right track.
2. Only send a press release when there’s actually news
A press release isn’t a marketing brochure.
It’s a way of telling journalists that something genuinely newsworthy has happened.
Launching a new product, announcing original research, winning a significant contract, appointing a new CEO or introducing an innovative service could all justify a press release.
Updating your logo probably doesn’t.
So, if you do send a press release:
- write a compelling headline
- explain why the story matters immediately
- include relevant facts and quotes (the media loves this!)
- keep it concise/make it easy to understand.
Remember, journalists receive hundreds of emails every day.
If they have to work hard to understand your story, they’ll move on to the next one.
3. Become the expert journalists remember
You don’t need to know every journalist personally.
You simply need to become someone they’re happy to quote.
The experts who receive the most media coverage tend to have a few things in common.
They:
- respond quickly
- explain complex topics simply
- avoid jargon
- provide practical insights
- never turn every interview into a sales pitch.
Once a journalist knows you’re reliable, there’s a good chance they’ll come back to you for future stories.
4. Build your credibility before you need it
Journalists often Google potential interviewees before deciding whether to contact them.
What will they find?
Make sure your online presence supports your expertise.
This might include:
- a professional website
- a current LinkedIn profile
- previous media coverage
- articles you’ve written
- speaking engagements
- your expert profile.
The easier you make it for journalists to understand who you are and why you’re qualified to comment, the easier it is for them to say yes!
5. Make saying “yes” easy
Imagine you’re a journalist working to a tight deadline.
Would you rather chase someone for a headshot, biography and contact details…
…or quote someone who already has everything ready?
So you have a couple of options. You can create a simple media folder containing:
- a professional headshot
- a short biography
- high-resolution images
- key facts and statistics
- up-to-date contact details… or
You can have a free expert profile do the heavy lifting for you.
Having these assets ready can save valuable time and make you a much more attractive source.
6. Be available when journalists need you
Timing can be everything.
A fantastic story pitched after the article has already been written isn’t much use.
That’s why it’s often easier to respond to journalists who are already looking for expert commentary than trying to guess who might be interested.
Every weekday, journalists post media opportunities seeking experts across business, finance, property, health, technology, lifestyle and hundreds of other topics.
Responding while the story is still being researched dramatically improves your chances of being included.
7. Add something nobody else can
The fastest way to stand out is to offer something original.
This could include:
- original survey results
- customer trends
- industry insights
- practical case studies
- unique observations from your experience.
Journalists are always looking for fresh angles.
If everyone else is saying the same thing, give them a reason to quote you instead.
8. Don’t make it all about you
This is where many media pitches fall over.
Businesses often spend the first three paragraphs talking about themselves.
But journalists don’t need your life story.
Instead:
- Lead with the story.
- Support it with your expertise.
If your business naturally fits into the article, great.
If not, that’s okay too.
Ironically, the less promotional you are, the more likely you are to receive meaningful publicity.
9. Look for opportunities beyond breaking news
You don’t always need a major headline to earn media coverage.
Awareness days, seasonal events and annual observances can all provide excellent opportunities to share expert insights.
For example:
- Financial Awareness Day
- RUOK? Day
- Small Business Month
- Cyber Security Awareness Month
- World Environment Day.
These events give journalists a ready-made reason to seek expert commentary, particularly when you can offer practical advice readers can immediately use.
10. Put yourself where journalists are already looking
Perhaps the easiest way to earn media coverage is to stop guessing which journalists to contact.
Instead, respond to journalists who’ve already told you exactly what they’re writing about.
Every weekday, journalists, producers, bloggers and podcast hosts use SourceBottle to find expert sources, case studies and commentators.
By signing up for free SourceBottle media call outs, you’ll receive journalist requests directly in your inbox, making it easy to identify opportunities that match your expertise.
It’s free to subscribe, takes less than a minute, and could lead to your next interview, podcast appearance or media feature.
👉 Subscribe to free media call outs here: https://www.sourcebottle.com/subscribe.asp
Great publicity starts with great timing
Press coverage isn’t about having the biggest marketing budget.
It’s about having something genuinely useful to contribute—and making it easy for journalists to find you when they’re looking for expert voices.
Some media opportunities can be pitched proactively.
Many others come from journalists actively searching for knowledgeable people to interview.
That’s why staying informed is one of the smartest things you can do.
If you’d like to receive free journalist requests covering everything from business and finance to health, technology and lifestyle, subscribe to SourceBottle’s free media call outs today.
You never know which request could become your next media opportunity.
Because sometimes the best publicity isn’t the story you pitch.
It’s the story you were perfectly placed to respond to.
PS: Are you receiving free publicity opportunities, straight into your inbox?
No?!! (Wha?)