In a digital-first world oversaturated with content and competition, landing meaningful media coverage isn’t just about sending a press release—it’s about building authentic, long-term relationships with journalists, editors, and influencers. At Todd Shapiro Associates, we’ve spent decades mastering the art of media relations. Here’s how your brand can build strong connections that consistently lead to real exposure.
1. Understand What Journalists Actually Need
Most pitches fail because they’re tone-deaf. Reporters don’t want fluff—they want relevance. Before you pitch, research the journalist’s beat, recent stories, and editorial style. Then tailor your angle to match their needs, not your agenda. Relevance earns respect—and results.
2. Offer Value, Not Just a Story
Instead of simply promoting a product or announcement, offer exclusive data, expert commentary, or access to thought leaders. Media outlets are hungry for substance, and if you become a reliable source of insight, you’ll be top-of-mind when they’re on deadline.
3. Consistency Beats One-Off Outreach
Forget the “pitch and vanish” strategy. True media relationships are built over time. Follow journalists on social media, engage with their work, and provide value consistently—even when you’re not promoting anything. Relationship equity pays off during crunch time.
4. Make Their Job Easier
Every second counts in a newsroom. When you pitch, include all the essentials: a tight headline, clear summary, high-quality visuals, quotes, and contact info. The easier you make it for them to run your story, the more likely they will.
5. Be Transparent and Trustworthy
Credibility is everything. Don’t oversell, mislead, or dodge tough questions. Media professionals remember who played straight with them—and who didn’t. Trust builds access; access builds influence.
6. Leverage Social Proof and Case Studies
Journalists want to cover companies that others are already talking about. Use prior coverage, testimonials, or relevant third-party endorsements to boost your credibility. It’s easier to open doors when there’s a buzz behind you.
7. Develop a Personal PR Rolodex
While mass email blasts still exist, they’re largely ineffective. Building a curated, targeted list of media contacts aligned with your niche or industry ensures your message gets into the right hands. Focused relationships outperform broad reach every time.
8. Respond Fast—Really Fast
If a journalist reaches out, respond in minutes, not hours. Media timelines are unforgiving, and the first to respond usually gets the story. Assign someone on your team to monitor and manage PR leads in real time.
Final Thought: Relationships Over Transactions
True media coverage isn’t bought—it’s earned. At Todd Shapiro Associates, we believe the future of PR lies in cultivating human relationships over transactional interactions. By becoming a go-to resource for the media, your brand can secure sustained visibility, authority, and relevance in 2025 and beyond.
