PR is still an imperative part of any marketing plan. It helps you manage your reputation, shape how your business is perceived, and raise awareness of what you’re doing within your industry. But one of the questions we get asked time and time again is: how do we actually get our business featured in the press?
It’s a great question because getting a press feature isn’t as simple as sending out a press release and hoping for the best anymore. The world of PR has evolved. Thought leadership needs to be considered, interesting angles need to be created, and your business needs to be packaged in a way that genuinely grabs a journalist’s attention.
The good news? There are plenty of ways to help your business stand out and secure the media coverage it deserves. Let us talk you through a few of the biggest ones.
Are press releases still a strong PR strategy?
The simple answer is yes… and no.
Press releases absolutely still have their place within a PR strategy. If you’re announcing a new product, celebrating a company milestone, opening a new office, or sharing exciting business news, a press release is still a valuable tool. It provides journalists with the key information they need in one place and creates an official announcement that can be shared across multiple publications.
However, if your goal is consistent media coverage and ongoing brand awareness, press releases alone are no longer enough.
Journalists receive hundreds of press releases every week. Most businesses have exciting updates happening, so simply announcing something isn’t always enough to make your story stand out. That’s why a successful PR strategy needs to go beyond company news and focus on creating stories that people genuinely want to read.
Instead of relying on press releases alone, businesses need to think about expert commentary, industry trends, educational content, and creative campaigns that keep them visible throughout the year.
Thought leadership leads the way
Ultimately, your product or service is your bread and butter. It’s where your expertise sits, and no one knows your business better than you do. That expertise is exactly what journalists are looking for.
Thought leadership is about talking about your industry rather than constantly talking about your business. It’s sharing your knowledge, educating your audience, and giving readers something valuable to take away.
The best thought leadership content answers questions, offers advice, explains trends, or comments on topics people are already discussing. Instead of saying, “Here’s what we sell,” you’re saying, “Here’s what’s happening in our industry, and here’s what you need to know.”
Education is key. Journalists want to know that their readers will learn something from your contribution, whether that’s practical tips, expert insight, or a fresh perspective on a current topic.
This is often where businesses start to secure regular press features, because they become a trusted source that journalists can return to again and again.
Keep an eye on the news
One of the biggest parts of successful press outreach is timing.
There are conversations happening in the news every single day, and many of them will relate to your industry in some way. Whether it’s new legislation, consumer trends, seasonal shopping habits, technology, or changes within your sector, there are constant opportunities to contribute.
This is where newsjacking comes into play. Newsjacking simply means adding your expert opinion to a story that is already being covered in the media.
As a PR agency, we spend a huge amount of time monitoring the news, brainstorming angles, and spotting opportunities for our clients to join relevant conversations. Sometimes that means asking for a quick comment on a breaking story, while other times it means developing a larger piece of expert commentary around an ongoing topic.
Being reactive is often just as important as being proactive when it comes to securing media coverage.
Data is king
Let’s take thought leadership one step further and back it up with data.
Statistics and original research add another layer of credibility to what you’re saying. They also give journalists something they can’t get anywhere else, which immediately makes your story more valuable.
Creating your own data doesn’t have to be complicated either. You could survey your customers, analyse trends within your business, or gather insights from your own industry experience.
The key is finding information that tells an interesting story.
Once you have that data, you can build multiple stories around it. Maybe one statistic highlights changing customer behaviour, another reveals a regional trend, and another uncovers an industry challenge. Suddenly, one campaign has created several opportunities for media coverage across different publications.
At VerriBerri, we regularly create data-led campaigns that are designed specifically for PR. We come up with the questions, identify the angles, analyse the results, and package the findings into stories that journalists actually want to publish.
It’s one of the most effective ways to strengthen your PR strategy while positioning your business as a credible voice within your industry.
Connections are key
It’s true what they say, knowing the right people can make a huge difference.
When it comes to PR, relationships matter. Journalists are much more likely to open an email from someone they know consistently sends them relevant, engaging stories than from someone pitching generic content for the first time.
That doesn’t mean businesses can’t secure coverage themselves, but building those relationships takes time.
A good PR agency has already spent years developing contacts across different industries, understanding what journalists write about, and learning how each publication prefers to receive pitches. That experience makes press outreach much more strategic and much less about sending the same email to hundreds of people.
At VerriBerri, we’ve been working in public relations for over 17 years, which means we’ve built relationships with journalists across a wide range of industries. It’s something that can take businesses years to develop internally.
Hooks become imperative
One of the biggest mistakes businesses make is expecting journalists to care simply because the business exists.
The reality is that you need a hook.
A hook is the reason someone would want to read your story. It’s what makes your business relevant right now.
That hook could be:
- A charity initiative or fundraising campaign.
- Sustainability efforts or environmental improvements.
- Business expansion or job creation.
- New technology or innovation.
- Community projects or local partnerships.
- Industry trends or seasonal expertise.
You have to give journalists a reason to care and readers a reason to click.
If you’re thinking, “We don’t have anything interesting to say,” it’s probably time to start looking at your business differently. Every business has stories; sometimes they just need uncovering and packaging in the right way.
A strong PR strategy is often about finding those stories before anyone else does.
What makes journalists say yes?
This is probably the biggest question behind every press feature.
Journalists are busy, so your pitch needs to be clear, relevant, and get to the point quickly. It should explain why the story matters, why it matters now, and why you’re the right person to comment.
It also helps if you’ve done your research. Pitching a beauty story to a finance journalist or sending local business news to a national technology publication isn’t going to get results.
Successful press outreach is targeted. It’s about understanding the publication, its audience, and the type of stories it regularly covers.
The more tailored your approach is, the better your chances of securing meaningful media coverage.
Consistency is what builds media coverage
Getting featured once is exciting, but consistent coverage is where PR really starts working for your business.
The businesses that appear regularly in the media aren’t necessarily the biggest businesses. They’re often the ones that consistently provide useful insight, react to industry conversations, create interesting campaigns, and stay visible throughout the year.
PR isn’t a one-off activity. It’s an ongoing part of building your brand’s reputation and authority over time.
The more consistently your business appears in trusted publications, the more recognition, credibility, and trust you build with your audience.
Ready to get your business featured in the press?
If you’re looking to get your business featured in the press and start raising awareness of all the brilliant work you’re doing within your industry, now is the time to get started.
Whether it’s building a stronger PR strategy, creating thought leadership content, launching a data-led campaign, or improving your press outreach, there are so many opportunities to put your business in front of the right audience.
At VerriBerri, we help businesses secure meaningful press features that build credibility and generate long-term media coverage. If you’re ready to start having those conversations, book a discovery session with Amy and the team. We’ll help point you in the right direction and create a PR strategy that gets your business noticed.