Media Coverage: Are You Making These Mistakes?

Securing media coverage can feel like shouting into the void – are your carefully crafted press releases even being read? Many businesses stumble, not from a lack of a great story, but from easily avoidable mistakes. Are you making them too?

I remember Sarah, the owner of a fantastic little bakery, “Sweet Surrender,” right off Peachtree Street near the Brookwood Square shopping center. She made the best pecan pie this side of the Chattahoochee. Her problem? Nobody knew about it outside of her immediate neighborhood. She came to me, frustrated. “I’ve sent out press releases,” she lamented. “I even called a few reporters, but nothing!”

Her initial approach was a classic example of casting too wide a net. Sarah had drafted a generic press release about her “delicious baked goods” and blasted it to every media outlet she could find, from the Atlanta Journal-Constitution to obscure food blogs. The problem? It lacked a compelling narrative and didn’t resonate with any specific journalist or audience.

The first thing we did was identify her target audience. Who was most likely to buy her pecan pie? The answer wasn’t “everyone who likes sweets.” It was more nuanced: local residents, foodies interested in Southern cuisine, and people looking for unique gifts. We needed to focus our efforts.

“Think about it,” I told her. “Journalists are bombarded with pitches every day. Yours needs to stand out.”

A crucial mistake many businesses make is failing to research the journalists they’re targeting. A generic pitch sent to the wrong person is as good as spam. You need to know what they cover, what their interests are, and what kind of stories they typically write. Tools like Meltwater can help with this, but even a simple Google search can reveal a journalist’s recent articles and social media presence.

We started by identifying local food writers and bloggers who covered the Atlanta area. We looked for people who had written about similar businesses or topics. Then, we crafted a personalized pitch that spoke directly to their interests. You could even craft personalized pitches that win.

For example, we found a writer at a local online magazine who frequently covered stories about female entrepreneurs. We tailored our pitch to highlight Sarah’s journey as a small business owner and her passion for creating delicious, homemade desserts. We emphasized the local aspect – her use of Georgia pecans and her commitment to the community. We even mentioned that Sweet Surrender was a short drive down I-75 South from the magazine’s offices near the Northside Drive exit.

Another common pitfall is failing to offer something unique. Why should a journalist cover your story over all the others they receive? One effective tactic is to offer an exclusive. Give one outlet exclusive access to your story in exchange for guaranteed coverage. This creates a sense of urgency and makes your story more appealing.

We decided to offer an exclusive pie-tasting event to the online magazine writer. We invited her to Sweet Surrender to sample Sarah’s pecan pie and interview her about her business. This gave her a chance to experience the product firsthand and connect with Sarah on a personal level. It’s much more impactful than just reading about it in a press release.

And here’s what nobody tells you: journalists are visual creatures. A press release with no images is far less likely to get noticed than one with high-quality photos or videos. This is especially true in the food industry, where visual appeal is paramount. According to a 2025 report by eMarketer, articles with images receive 94% more views than those without.

Sarah’s initial press release included a blurry photo taken with her phone. We hired a professional photographer to take high-resolution photos of her pecan pie and her bakery. We also created a short video showcasing the pie-making process. These visuals made a huge difference.

Think about it: a glossy, mouthwatering photo of a pecan pie is far more likely to grab a journalist’s attention than a block of text. We made sure the images were properly sized and optimized for online use. We also included captions that provided context and highlighted key selling points.

Even with a compelling story, personalized pitch, and great visuals, securing media coverage often requires persistence. But there’s a fine line between being persistent and being annoying. The key is to follow up strategically. I’ve seen too many people ruin their chances by badgering journalists with repeated emails and phone calls.

We sent a brief, polite follow-up email to the online magazine writer a few days after our initial pitch. We reminded her of the pie-tasting event and offered to answer any questions she might have. We kept the email short and to the point. No one wants to read a novel.

A week later, the article was published. It was a glowing review of Sweet Surrender and Sarah’s pecan pie. The article included beautiful photos and a mouthwatering description of the pie. The impact was immediate. Orders poured in from all over Atlanta. Sarah’s business boomed.

The article in the online magazine wasn’t the end of the story. We leveraged that coverage to pitch other media outlets. We included a link to the article in our subsequent pitches and highlighted the positive response it had generated. This created a snowball effect, leading to more media coverage and even greater success for Sweet Surrender. It’s amazing what a little bit of targeted effort can do.

The experience taught Sarah (and me!) a valuable lesson: securing media coverage isn’t about luck; it’s about strategy. It’s about crafting a compelling story, targeting the right journalists, offering something unique, providing high-quality visuals, and following up strategically. Avoid these common mistakes, and you’ll be well on your way to getting the media attention your business deserves. For a step-by-step guide, check out this press visibility guide.

Don’t just send out a press release and hope for the best. Take the time to personalize your approach, offer value to journalists, and build relationships for your brand. That’s the real key to securing media coverage that drives results.