Did you know that 92% of consumers trust recommendations from people they know more than advertising? That’s the power of word-of-mouth, and effective media relations is how you amplify that word-of-mouth for your marketing efforts. Are you ready to turn journalists into your brand’s biggest advocates?
Key Takeaways
- Securing even a single positive media mention can boost brand awareness by up to 30% within a target demographic.
- Personalizing your pitch to a journalist’s specific beat increases your chances of coverage by 45%.
- Measuring media relations success should extend beyond impressions to include website traffic and social media engagement.
Only 15% of Journalists Believe Press Releases Are Useful (Without Personalization)
According to a 2025 study by Cision, only 15% of journalists find press releases useful if they lack personalization. This is a wake-up call. Mass-produced press releases blasted out to every media outlet are essentially digital spam. Journalists are inundated with information daily, and they simply don’t have the time to sift through generic pitches.
What does this mean for your strategy? It means quality over quantity. Focus on crafting compelling, tailored pitches that resonate with individual journalists and their specific audiences. Research their past work, understand their beat, and demonstrate how your story aligns with their interests. I had a client last year, a small bakery in Midtown Atlanta, who was struggling to get local media coverage. They were sending out the same generic press release to every food blogger and news outlet in the city. Once we started personalizing the pitches, highlighting specific menu items and the bakery’s unique community involvement (like their partnership with the Atlanta Community Food Bank), we secured features in Atlanta Magazine and on local news channel WSB-TV. The result? A 40% increase in foot traffic in the following month.
78% of Journalists Prefer to be Contacted Via Email
A recent report from Prowly indicates that 78% of journalists prefer to be contacted via email. Phone calls, social media DMs, and other methods are generally considered intrusive. Email allows journalists to review your pitch at their convenience and respond when they have the time and interest.
This preference highlights the importance of crafting a concise and compelling email pitch. Your subject line needs to grab their attention, and the body of your email should clearly and succinctly explain your story’s relevance and newsworthiness. Remember, journalists are busy. Get to the point quickly and provide all the essential information upfront. We’ve found success with subject lines that are both intriguing and specific. Instead of “Press Release: New Product Launch,” try “Local Startup [Startup Name] Revolutionizes [Industry] in Atlanta’s Tech Village.” See the difference? The latter is much more likely to pique a journalist’s interest.
Only 23% of Companies Measure the ROI of Media Relations Efforts
Here’s a shocking number: only 23% of companies actively measure the ROI of their media relations efforts, according to data from Statista. This means the vast majority of businesses are essentially flying blind, unsure whether their media relations investments are actually paying off. It’s like throwing money into the Chattahoochee River and hoping something valuable washes back ashore.
How can you avoid this pitfall? Start by defining clear, measurable goals. What do you hope to achieve with your media relations efforts? Increased brand awareness? Higher website traffic? More sales? Once you have your goals in place, identify the key metrics you’ll use to track your progress. This could include website traffic from referral links in articles, social media mentions, lead generation, and even brand sentiment analysis. Meltwater and Cision are two platforms that can help you monitor media mentions and track key metrics. We use these tools to provide our clients with detailed reports that demonstrate the tangible impact of our media relations strategies.
65% of Consumers Research a Company Online After Seeing a Media Mention
A 2024 Edelman Trust Barometer study revealed that 65% of consumers research a company online after seeing a media mention. This underscores the importance of having a strong online presence, including a well-designed website, active social media profiles, and positive online reviews.
Think of your media coverage as the first impression. What happens when potential customers click through to your website? Does it reinforce the positive message conveyed in the article? Is it easy to find the information they’re looking for? Are you making it easy for them to take the next step, whether it’s making a purchase, signing up for a newsletter, or contacting you for more information? Your website and social media channels are extensions of your media relations strategy. Make sure they’re working together to create a cohesive and compelling brand experience.
The Conventional Wisdom is Wrong: Impressions Aren’t Everything
For years, the media relations industry has focused on “impressions” as the primary metric of success. The idea is simple: the more people who see your brand mentioned in the media, the better. But I disagree. Impressions are a vanity metric. They don’t tell you anything about whether your media relations efforts are actually driving business results. Just because someone saw your brand name doesn’t mean they’re any closer to becoming a customer. In fact, I’d argue that focusing solely on impressions can be detrimental to your overall strategy. It can lead you to chase after irrelevant media outlets and waste valuable time and resources on coverage that doesn’t move the needle.
Instead of obsessing over impressions, focus on quality over quantity. Target media outlets that reach your ideal customers and measure the metrics that actually matter, like website traffic, lead generation, and sales. A single, well-placed article in a niche industry publication can be far more valuable than dozens of mentions in general news outlets. And here’s what nobody tells you: building relationships with journalists takes time and effort. It’s not about sending out a press release and hoping for the best. It’s about building genuine connections with the people who can help you tell your story. Attend industry events, follow them on social media, and engage with their work. Show them that you’re not just trying to get something from them, but that you’re genuinely interested in their work and their audience.
Effective media relations is more than just sending out press releases and hoping for the best. It’s about building relationships, crafting compelling stories, and measuring the impact of your efforts. By focusing on personalization, targeting the right media outlets, and tracking the right metrics, you can turn media relations into a powerful marketing tool that drives real business results. Start today by identifying three journalists who cover your industry and reaching out to them with a personalized pitch. You might be surprised at the results. If you’re in Atlanta, consider the unique landscape of Atlanta PR and how data can drive your ROI. Also, don’t forget to shape your image with a strong media strategy. And remember, landing media coverage requires secrets that top marketers know.
What is the first step in media relations?
The first step is to define your target audience and identify the media outlets they consume. This will help you focus your efforts on the most relevant journalists and publications.
How do I find the right journalists to contact?
Use tools like Agility PR Solutions or Prowly to search for journalists based on their beat, publication, and past work. You can also use social media to identify journalists who are covering your industry.
What should I include in a press kit?
A press kit should include a press release, company backgrounder, executive bios, high-resolution images, and any other relevant information that will help journalists understand your story.
How long should I wait before following up with a journalist?
Wait at least three to five business days before following up with a journalist. When you do follow up, be brief and polite, and reiterate the key points of your pitch.
What if a journalist rejects my pitch?
Don’t take it personally. Journalists are busy, and they can’t cover every story. Ask for feedback, and use it to improve your pitches in the future. And remember, rejection is part of the process.
