Media Coverage: Stop the Myths, Start Getting Press

There’s a shocking amount of misinformation floating around about securing media coverage. Many still cling to outdated tactics, ignoring the monumental shifts in the media industry and marketing as a whole. Are you ready to ditch the myths and embrace the strategies that actually work?

Myth #1: Mass Press Releases Are the Key to Media Coverage

The misconception here is that blasting out a generic press release to hundreds, even thousands, of journalists will magically result in widespread coverage. I see companies spending significant portions of their marketing budget on these mass distributions, expecting a flood of positive articles.

Unfortunately, this approach is largely ineffective in 2026. Journalists are bombarded with pitches, and a generic press release is likely to end up in the digital trash bin. According to a recent study by the Cision, journalists are increasingly relying on their own research and trusted sources rather than unsolicited press releases. What does work? Targeted, personalized pitches to journalists who specifically cover your industry and have a history of writing about similar topics. I had a client last year who insisted on sending out a mass press release for a new product launch, despite my advice. The result? Minimal coverage and a lot of wasted money. We pivoted to a targeted approach, focusing on building relationships with key journalists, and saw a significant increase in media mentions.

Myth #2: Any Publicity is Good Publicity

This one is a classic. The idea is that even negative press can be beneficial, as it gets your name out there. While there’s a grain of truth to this – awareness is, after all, a prerequisite for sales – it’s a dangerous oversimplification. And if you receive negative reviews, you need a reputation rescue strategy.

The problem with “any publicity is good publicity” is that negative coverage can severely damage your brand reputation, particularly in the age of social media where news spreads like wildfire. I recall a local restaurant, Paschal’s on Northside Drive, that received negative reviews regarding cleanliness. The owner’s initial reaction was to dismiss the reviews, figuring “people are talking.” Sales plummeted. It took a significant investment in cleaning, staff retraining, and a proactive public relations campaign to repair the damage. According to research from eMarketer, 83% of consumers say trust plays a major role in their purchasing decisions. Negative publicity erodes that trust.

Myth #3: Paid Advertising is a Substitute for Media Coverage

Many marketers believe that they can simply buy their way into the public’s attention through paid advertising, negating the need for securing media coverage. After all, platforms like Google Ads and Meta Ads Manager offer precise targeting and measurable results.

While paid advertising is undoubtedly a valuable tool, it’s not a replacement for earned media. Earned media coverage carries significantly more weight with consumers. Why? Because it’s perceived as more credible and objective. A news article or blog post about your company is seen as an endorsement, while an advertisement is viewed as, well, an advertisement. Think about it: when was the last time you made a purchasing decision solely based on an ad, without seeking out reviews or opinions from other sources? We ran into this exact issue at my previous firm. A client in the Buckhead business district was spending a fortune on paid search ads, but their brand awareness remained low. We implemented a media relations strategy, targeting local business publications and industry blogs. The resulting coverage not only increased brand awareness but also drove more qualified leads than the paid advertising campaign.

Myth #4: Securing Media Coverage Is All About Luck

This is a common excuse for those who haven’t had success with media relations. They believe that getting featured in a major publication is simply a matter of chance – being in the right place at the right time.

The truth is, securing media coverage is a strategic process that requires careful planning, research, and execution. It’s not about luck; it’s about building relationships with journalists, crafting compelling stories, and understanding the media landscape. I always tell my clients that media relations is a marathon, not a sprint. It takes time to build trust and credibility with journalists. According to the Interactive Advertising Bureau (IAB), content marketing, which includes media relations, is most effective when implemented as part of a long-term strategy.

Myth #5: Social Media Influencers Are the New Journalists

With the rise of social media, some believe that traditional journalism is dying and that influencers are the primary gatekeepers of information. Therefore, focusing on influencer marketing is all that matters, and traditional media outreach is a waste of time.

While influencer marketing is a valuable tactic, particularly for reaching younger audiences, it’s not a substitute for traditional media coverage. Journalists still play a crucial role in shaping public opinion and holding institutions accountable. What’s more, the FTC is cracking down hard on undisclosed sponsored content. I’ve seen campaigns where a prominent influencer on Instagram, for example, posted about a product, and it generated a brief spike in traffic, but the long-term impact was minimal. In contrast, a well-placed article in a reputable publication like Atlanta Business Chronicle can have a lasting effect on brand perception and credibility.

Myth #6: Securing Media Coverage Is Only for Big Brands

This misconception prevents many small businesses and startups from even attempting media relations. They assume that journalists are only interested in covering established companies with large marketing budgets.

That simply isn’t true. Journalists are always looking for compelling stories, regardless of the size of the company. In fact, smaller businesses often have a unique advantage: they can be more nimble and responsive than larger corporations. A local bakery, “Sweet Stack Creamery” near the intersection of Piedmont and Lindbergh, secured a feature in Atlanta Magazine by pitching a story about their innovative ice cream flavors and their commitment to using locally sourced ingredients. The coverage led to a significant increase in foot traffic and brand awareness. Don’t assume you’re too small to get noticed. If you’re a small business, PR can be your marketing savior.

The future of securing media coverage is about building authentic relationships, crafting compelling narratives, and understanding the evolving media landscape. Ditch the outdated tactics and embrace a strategic, personalized approach. You’ll be surprised at the results.

Stop chasing fleeting trends and start building a solid foundation of media relationships. That’s the secret to lasting success.