How to Get Started with Press Visibility
Press visibility helps businesses and individuals understand the power of marketing beyond paid advertising. It’s about building credibility and reaching a wider audience through trusted news sources. Can strategic media outreach truly transform your business’s trajectory? Absolutely.
Key Takeaways
1. Define Your Goals and Target Audience
Before you even think about writing a press release, you need to understand what you want to achieve with press visibility. Are you trying to increase brand awareness in the Atlanta metro area? Drive traffic to your website? Attract investors? Each goal requires a different approach.
Next, define your target audience. Who are you trying to reach? What publications do they read? What online news sources do they trust? If you’re a SaaS company targeting small businesses, your strategy will look different than if you’re a real estate developer seeking investors for a new project near the Battery Atlanta. Consider how building your brand plays a part in this.
Pro Tip: Don’t try to be everything to everyone. Focus on a specific niche to increase your chances of getting noticed.
2. Identify Relevant Media Outlets
Now that you know your goals and target audience, it’s time to identify the media outlets that can help you reach them. Start by researching industry-specific publications, blogs, and websites. Look for outlets that regularly cover topics related to your business.
For example, if you’re launching a new restaurant in Midtown Atlanta, you might target local publications like Atlanta Magazine, The Atlanta Journal-Constitution, and websites like Eater Atlanta. If you’re a tech startup, you might target publications like TechCrunch or Wired.
Use tools like Cision or Meltwater to find relevant media outlets and journalists. These platforms allow you to search by keyword, industry, and location.
Common Mistake: Targeting only large, national publications. While getting featured in The New York Times would be great, it’s often more effective to start with smaller, niche publications that are more likely to cover your story.
3. Craft a Compelling Press Release
Your press release is your opportunity to tell your story to the world. It needs to be clear, concise, and newsworthy. Here’s what to include:
- Headline: Make it catchy and attention-grabbing.
- Dateline: Include the city and date of the release (e.g., Atlanta, GA – October 26, 2026).
- Summary Paragraph: Summarize the key information in the first paragraph.
- Body: Provide more details about the story. Include quotes from key people.
- Boilerplate: A brief description of your company.
- Contact Information: Name, title, email, and phone number of your media contact.
Here’s what nobody tells you: most press releases end up in the digital trash can. To stand out, your press release needs a compelling angle. What’s new, unique, or interesting about your story? Why should a journalist care? For additional tips, see this article on reputation rescue with press releases.
For instance, instead of just announcing the opening of your new restaurant, you could focus on a unique aspect of your menu, a partnership with a local charity, or a sustainable business practice.
4. Build Your Media List
Once you’ve identified your target media outlets, it’s time to build your media list. This is a list of journalists, editors, and bloggers who are likely to be interested in your story.
Use Cision, Meltwater, or Prowly to find contact information for journalists who cover your industry. You can also use LinkedIn to find journalists and connect with them.
I had a client last year who was launching a new line of organic baby food. We used Prowly to find journalists who covered parenting, health, and food. We built a media list of about 100 journalists and sent them personalized press releases. As a result, we got coverage in several major parenting publications, which drove a significant increase in sales.
Pro Tip: Personalize your outreach. Don’t just send a generic press release to everyone on your list. Take the time to research each journalist and tailor your message to their specific interests.
5. Distribute Your Press Release
Now it’s time to distribute your press release. You can do this yourself by emailing your media list directly, or you can use a press release distribution service like PRWeb or Business Wire.
If you’re emailing journalists directly, make sure to keep your email brief and to the point. Include a link to your press release and any relevant images or videos.
If you’re using a press release distribution service, choose a service that targets your industry and location. Some services also offer analytics that allow you to track the performance of your press release. For instance, for a local angle, consider hyper-local media coverage.
Common Mistake: Sending your press release at the wrong time. Avoid sending press releases on weekends or holidays. The best time to send a press release is usually Tuesday or Wednesday morning.
6. Follow Up With Journalists
Don’t just send your press release and hope for the best. Follow up with journalists to see if they’re interested in your story.
Send a brief email or call them to ask if they received your press release and if they have any questions. Be prepared to answer their questions and provide them with additional information.
I know it sounds old-fashioned, but a phone call can still be effective. I had a client who was launching a new app. We sent out a press release, but didn’t get much traction. I decided to call a few journalists directly. One journalist was intrigued by the app and agreed to write a story about it. The story ended up going viral, and the app was downloaded over 100,000 times in the first week.
7. Track Your Results
Once your press release has been distributed, it’s important to track your results. This will help you understand what’s working and what’s not.
Use Google Analytics to track traffic to your website from your press release. Monitor social media to see if people are talking about your story. And track the number of media mentions you receive.
A Nielsen study found that earned media (press coverage) is often more trusted than paid advertising. Therefore, tracking your results is critical to understanding the true value of your press visibility efforts.
Pro Tip: Use a media monitoring tool like Meltwater or Critical Mention to track your media mentions. These tools will alert you whenever your company or brand is mentioned in the news.
8. Build Relationships with Journalists
Press visibility isn’t just about sending out press releases. It’s also about building relationships with journalists. Attend industry events, connect with journalists on LinkedIn, and follow them on social media. Building relationships can be essential to small biz media savvy.
Get to know their interests and what types of stories they typically cover. When you have a story that you think they might be interested in, reach out to them directly.
Building relationships with journalists takes time and effort, but it can pay off in the long run. Journalists are more likely to cover your story if they know you and trust you.
We ran into this exact issue at my previous firm. We were trying to get coverage for a new product launch, but we didn’t have any relationships with journalists. We started attending industry events and networking with journalists. Over time, we built relationships with several key journalists, and they started covering our stories.
9. Measure and Adjust Your Strategy
The world of media is constantly changing. What works today may not work tomorrow. It’s essential to continuously measure your results and adjust your strategy accordingly.
Are you getting the coverage you want? Are you reaching your target audience? If not, what can you do differently?
Experiment with different types of press releases, different distribution channels, and different outreach strategies. And always be willing to learn and adapt.
According to the IAB, digital advertising spend continues to increase, but earned media still plays a vital role in brand building. Don’t neglect this powerful marketing tool.
10. Seek Professional Help
If you’re struggling to get press visibility, don’t be afraid to seek professional help. There are many PR agencies and consultants who can help you develop and implement a successful media relations strategy. For example, you can learn about media relations in the digital age.
A good PR agency can help you identify your target media outlets, craft compelling press releases, build your media list, and manage your media relations efforts. They can also help you track your results and adjust your strategy as needed.
While hiring a PR agency can be expensive, it can be a worthwhile investment if you’re serious about getting press visibility.
Common Mistake: Thinking that press visibility is a one-time effort. It’s an ongoing process that requires consistent effort and attention.
Achieving meaningful press visibility takes work, but it’s an investment that can pay dividends for years to come. By following these steps, you can increase your chances of getting noticed by the media and reaching your target audience. Now go tell your story!
How much does it cost to hire a PR agency?
The cost of hiring a PR agency can vary widely depending on the size of the agency, the scope of the project, and the location of the agency. Generally, you can expect to pay anywhere from $5,000 to $20,000 per month for a full-service PR agency.
What’s the difference between a press release and a media advisory?
A press release is a full-fledged announcement of something newsworthy. A media advisory is a shorter, more concise document that alerts journalists to an upcoming event or opportunity.
How long should a press release be?
Ideally, a press release should be no more than one page long, or about 400-500 words.
What is an embargo?
An embargo is a request that journalists not publish a story until a certain date and time. This is often used when a company wants to announce something at a specific time, such as during an earnings call.
How do I measure the success of my press visibility efforts?
You can measure the success of your press visibility efforts by tracking the number of media mentions you receive, the traffic to your website from your press release, and the social media engagement your story generates.
While press visibility helps businesses and individuals understand marketing, it’s not a magic bullet. It requires consistent effort, strategic planning, and a willingness to adapt. Focus on building genuine relationships with journalists and crafting compelling stories, and you’ll be well on your way to achieving your goals.
