Get Press: Tell Your Story, Grow Your Brand

For businesses and individuals seeking sustainable growth, press visibility helps businesses and individuals understand how to build brand authority and reach wider audiences. Ignoring press coverage is leaving opportunity on the table. But how do you actually get that coverage? Are you ready to learn the proven steps to getting your story told?

1. Define Your Narrative

Before you even think about contacting a journalist, you need a story. Not just any story, but one that’s newsworthy. Ask yourself: What problem are you solving? What unique perspective do you bring? What data supports your claims? A strong narrative has a clear angle, a relevant hook, and appeals to a broad audience.

For example, I had a client last year who developed a new AI-powered tool for local restaurants in Atlanta. Instead of just saying “we have a new AI tool,” we framed the story around the current labor shortage in the restaurant industry and how their tool helped restaurants operate with fewer staff. That angle got us coverage in the Atlanta Business Chronicle.

Pro Tip: Don’t be afraid to get specific. Generic stories get ignored. A story about “marketing trends” is boring. A story about “how Gen Z’s TikTok habits are reshaping paid search strategies for Atlanta businesses” is much more compelling.

2. Identify Your Target Media Outlets

Not all press is created equal. Getting featured in a niche blog relevant to your industry is often more valuable than a fleeting mention on a major news site. Identify the publications, blogs, and podcasts that your target audience reads, listens to, and watches. Think local and national. In Atlanta, that might include publications like Atlanta Magazine, Georgia Trend, or even local news channels like WSB-TV.

Common Mistake: Mass emailing generic pitches to hundreds of journalists. This is a surefire way to get ignored (or even blacklisted). Quality over quantity always wins.

3. Find the Right Journalists

Once you know your target media outlets, it’s time to find the journalists who cover your niche. Cision is a powerful tool for this. It allows you to search for journalists by keyword, industry, and publication. Meltwater is another good option, although it can be pricier.

Here’s how to use Cision to find relevant journalists:

1. Log in to Cision.
2. Click on “Media Database.”
3. In the search bar, enter keywords related to your industry (e.g., “restaurants,” “AI,” “Atlanta business”).
4. Filter your results by location (e.g., “Atlanta, GA”).
5. Review the profiles of the journalists who appear in your search results. Pay attention to their past articles and their contact information.

Pro Tip: Don’t rely solely on databases. LinkedIn is also a valuable resource. Search for journalists by keyword and publication to find their profiles and connect with them.

4. Craft a Personalized Pitch

This is where the magic happens. A personalized pitch shows the journalist that you’ve done your research and that you understand their audience. Reference their past work. Explain why your story is relevant to their beat. Keep it concise and compelling. Aim for 200-300 words.

Here’s a simple template you can adapt:

Subject: [Compelling headline related to your story]

Dear [Journalist’s Name],

I’m writing to you because I admire your recent article on [Specific article title] in [Publication Name]. I particularly appreciated your insights on [Specific point from the article].

I’m [Your Name], [Your Title] at [Your Company]. We’re [Briefly describe your company and its mission].

I have a story idea that I believe would be a great fit for your readers. [Briefly describe your story and its angle. Highlight the newsworthiness and relevance].

I’ve attached a press release with more details. I’m available for an interview at your convenience.

Thank you for your time and consideration.

Sincerely,

[Your Name]

Common Mistake: Sending a generic press release without any personalization. Journalists receive hundreds of these every day. Yours will likely end up in the trash.

5. Follow Up (Strategically)

Journalists are busy people. Don’t be afraid to follow up if you haven’t heard back within a few days. But do it strategically. Don’t bombard them with emails. A single follow-up email is usually sufficient.

Here’s an example of a good follow-up email:

Subject: Following up on [Compelling headline related to your story]

Dear [Journalist’s Name],

I’m just following up on my previous email regarding [Briefly mention your story]. I understand you’re busy, but I wanted to make sure this didn’t get lost in your inbox.

I’m confident that this story would be of interest to your readers, especially given [Mention a recent event or trend that makes your story even more relevant].

Please let me know if you have any questions.

Thank you,

[Your Name]

Pro Tip: Use a tool like Yesware or Outreach to track your email opens and clicks. This will give you valuable insights into which journalists are engaging with your pitches.

6. Build Relationships (Long-Term)

Getting press coverage is not a one-time event. It’s about building relationships with journalists over time. Engage with their work on social media. Attend industry events and connect with them in person. Offer them valuable insights and resources, even if it doesn’t directly benefit you. Think of it as planting seeds for future opportunities.

Here’s what nobody tells you: Journalists appreciate genuine connections. I’ve had far more success getting coverage by simply being helpful and offering valuable information than by aggressively pitching my clients’ stories. One time I helped a reporter at the AJC find a local expert for a completely unrelated story, and a few months later, she reached out to me when she needed a source for an article about marketing trends.

A strong personal brand can also help in building these relationships. Learning small biz media training can help you present yourself confidently. This approach fosters trust and makes journalists more receptive to your pitches.

7. Measure Your Results

Once you start getting press coverage, track your results. Monitor your website traffic, social media engagement, and brand mentions. Use tools like Google Analytics and Mention to track these metrics. This data will help you understand the impact of your press visibility efforts and refine your strategy over time.

I worked with a startup in the FinTech space that got a major feature in Forbes. Website traffic increased by 300% in the following week, and they saw a significant spike in lead generation. That’s the power of press visibility when done right.

According to a 2025 report by the IAB](https://iab.com/insights), brands that prioritize press visibility see an average increase of 20% in brand awareness compared to those that don’t. It’s an investment that pays off.

Press visibility helps businesses and individuals understand that consistent effort, a well-defined strategy, and a commitment to building relationships are the keys to success. Don’t expect overnight miracles. But with the right approach, you can significantly boost your brand’s visibility and credibility. So, what are you waiting for? Start crafting your story today.