Getting press coverage can be a game-changer for both businesses and individuals. We asked industry experts to share one way they’ve successfully leveraged public relations or media coverage to generate awareness and attract new customers. Here is their advice for anyone looking to get featured in the press.
- Position Founder as Industry Expert
- Showcase Work Through Strategic Outreach
- Publish High-Quality Articles for Syndication
- Turn Local Stories Into News
- Align Coverage with Strategic Moments
- Sustain Visibility with Multiple Releases
- Contribute Expert Insights to Publications
- Utilize Free Tools for Media Requests
- Partner with Community Institutions
- Tailor Content for Niche Decision-Makers
- Share Impactful Client Success Stories
- Leverage Media to Build Credibility
- Treat Personal Brand as a Business
- Integrate PR into Multi-Channel Campaigns
- Craft Compelling Narratives for Journalists
- Offer Exclusive Data and Customer Stories
- Provide Quotable Insights to Journalists
- Build Relationships with Key Media Outlets
How to Get Press Coverage: 18 Tips from Experts
Position Founder as Industry Expert
We successfully leveraged public relations by securing features in prominent industry publications and relevant tech blogs. Our strategy wasn’t just about getting mentions; it was about positioning our founder as a go-to expert. We focused on sharing unique insights and data-driven predictions about the future of content marketing, which led to numerous interview requests and syndicated articles. This organic exposure not only significantly boosted brand awareness but also directly attracted new customers who sought out our expertise after seeing us featured.
My advice for someone looking to get featured in the press is to focus on providing genuine value to journalists and their audience. Don’t just pitch your product; instead, offer a unique perspective, proprietary data, or a compelling story that aligns with current trends. Build relationships with reporters, understand their beats, and always be prepared with concise, impactful talking points. Patience and persistence are key, as is a well-crafted, succinct pitch that highlights why your story is relevant to their readers.
Michael Lazar
CEO, Content Author
Showcase Work Through Strategic Outreach
In my experience, one way I have successfully leveraged media coverage to generate awareness and attract new clients was by using the same outreach and backlink strategies I offered to clients — but applying them to build my own professional visibility. Before founding my company, I previously worked as a freelance SEO specialist, often pitching on Upwork, Fiverr, and even Reddit. One day, it struck me that if I could use these skills to help clients get seen, I could do the same to position myself as a credible expert while showcasing my work at the same time. By consistently sharing insights and pitching valuable perspectives, I’ve been featured in outlets like Authority Magazine, LocaliQ, and CMO Times, which in turn led to organic inquiries from potential clients who already saw the value in what I do before even reaching out through SearchJet’s website and my LinkedIn profile.
My advice to anyone looking to get featured in the press is to view it as a value exchange, not a vanity goal. Journalists and editors are looking for clear, actionable insights that will genuinely help their readers, not generic “thought leadership.” Most importantly, start by identifying the publications your target audience actually reads, and offer stories or expertise that align with the publication’s themes. One strategically placed profile can become a highly valuable resource that solidifies your credibility, generates continuing organic leads, and separates you in a crowded market.
Seve Paulo Linis
Founder & Lead Consultant, SearchJet Digital Marketing
Publish High-Quality Articles for Syndication
My team and I specialize in backlink outreach and digital PR. Based on my experience, my top piece of advice is this: one of the most effective strategies is publishing a high-quality article on a top-tier media outlet — not just any piece, but something that solves a real problem or presents original data or statistics.
In several cases, this approach brought our clients up to 80 additional replications (syndications) of the same article, resulting in a large number of backlinks completely free.
An important detail: the anchor text used in the article should be carefully chosen to avoid raising red flags with Google when the piece is republished. That means it’s best to use branded anchors or generic terms, rather than exact-match or partial-match keywords.
Boris Makienko
CEO, backlinkoutreach.agency
Turn Local Stories Into News
One way that worked well for us was turning real local stories into small news angles. We worked with a client to sponsor a neighborhood cleanup event and documented it with photos and short interviews. Local news outlets love covering positive community efforts, and this type of story feels authentic rather than just a sales push.
After the story went live, we saw a spike in branded searches and direct calls from people who mentioned seeing the article. It helped build trust fast since readers felt they knew us through the community work.
My advice is to look for simple ways your business helps people nearby and highlight that instead of trying to force a marketing story. Press outlets respond better to real human interest pieces that show impact. This approach builds strong brand recognition and brings in new customers who already feel connected before they reach out.
Ramzy Humsi
Founder & CEO, Vortex Ranker
Align Coverage with Strategic Moments
One of the most effective ways I’ve leveraged PR was by aligning my media coverage with a strategic brand moment — such as launching a new framework or rebranding my agency. When we rolled out the PRISM Ascend™ method, I secured placements that didn’t just highlight me as a founder but positioned the methodology itself as newsworthy. That coverage helped attract high-level clients who were looking for something proprietary and proven — not just another agency.
If you’re looking to get featured, don’t lead with, “I want press.” Instead, lead with why your message matters right now. Make it timely, make it teachable, and tie it to something bigger than yourself. Editors want relevance and resonance. Be the expert who brings both.
Kristin Marquet
Founder & Creative Director, Marquet Media
Sustain Visibility with Multiple Releases
Send multiple press releases over time with new and different angles rather than just one huge big announcement. This approach creates sustained visibility and builds up your relationships with journalists who start recognizing your brand as a reliable source of newsworthy content.
Press coverage goes wrong for you when you think that you need one massive story to break through. In reality, consistent, smaller releases about new partnerships, your milestones, and product updates actually generate much more cumulative coverage.
This strategy keeps your brand top of mind with both media and potential customers who need multiple touchpoints before they’re ready to engage.
Todd Bingham
Brand President, Top Rail Fence
Contribute Expert Insights to Publications
One of the best ways we’ve used media coverage to grow our awareness was by contributing expert insights to relevant HR and tech publications. We focused on outlets our target audience already trusts — like SHRM and TechCrunch-style HR blogs — and pitched data-backed opinions on trending topics like AI in hiring or skills-first recruitment. This not only boosted our credibility but also brought in demo requests directly from readers who saw us as thought leaders.
My advice to others: Don’t pitch your product, pitch your perspective. Journalists aren’t looking to advertise your tool; they want unique, timely, and expert insights. Also, don’t wait for big PR firms. Start by building relationships with niche writers in your industry on LinkedIn or X (Twitter), and consistently offer helpful commentary they can use. That long-game approach builds trust — and eventually, features.
Abhishek Shah
Founder, Testlify
Utilize Free Tools for Media Requests
There are numerous ways to increase your chances of getting featured in the press. The most straightforward approach is to hire an agency or freelance consultant, as they already have established connections and use premium tools to get more exposure for your brand. However, if your budget doesn’t allow for that just yet, here’s an alternative strategy you can employ:
Make use of free or low-cost tools like Featured.com. Anyone with a business can set up an account and monitor live media requests from real journalists. It’s completely free to use the limited version, or for a small monthly fee, you can upgrade and answer up to 10 requests during the month. Requests cover a wide range of topics, from media and tech to gardening and mainstream news, and everything in between. The key is to ensure that your answers directly address the questions provided. If your response is featured, it becomes a valuable asset to share on social media and can help raise awareness of your brand.
Humaira Iqbal
SEO & Digital PR Consultant, Haych Writes
Partner with Community Institutions
One way we successfully leveraged PR was through local sponsorships — specifically partnering with community institutions like the Augsburg Zoo. This generated regional press coverage that not only boosted our brand awareness but also brought in a new local B2B client who discovered us through that article.
It worked because it wasn’t a sales pitch — it was a meaningful story with real community value. Don’t pitch products — pitch stories. Align with causes or initiatives that reflect your brand’s values, and offer something that’s genuinely newsworthy.
Then, make life easy for the journalist: provide clear facts, good visuals, and a human angle. Local and niche media can often have a bigger impact than large outlets if you’re targeting specific audiences.
Heinz Klemann
Senior Marketing Consultant, BeastBI GmbH
Tailor Content for Niche Decision-Makers
We’ve found that targeted thought leadership — not generic PR — is what truly brings in high-value clients. One successful example was when I published a strategic op-ed on U.S.-Ukraine mineral cooperation in Europe’s Edge (CEPA). It wasn’t just coverage — it was content tailored to a very specific niche of decision-makers in government, policy, and investment.
That article led directly to several high-level inquiries from both U.S. and Eastern European stakeholders. Why? Because it matched the exact concerns of our target audience and positioned us as a credible, solutions-oriented partner.
In short, public relations works when it’s not just about you, but about what your audience needs to know right now.
My advice: start by solving a problem your ideal client is already searching for online.
Don’t chase mentions — create relevance. Focus on:
1. Timely, expert-driven commentary on issues your clients care about
2. Educational content that answers real questions (e.g., “How to run a political campaign?” or “How to lobby effectively in Washington?”)
3. Strategic partnerships with nonprofit or educational arms (in our case, the Institute for Democracy and Development) to build both credibility and visibility
Also, build genuine relationships with journalists. Be the expert they call not just because you have a name, but because you deliver clarity and insight under deadline.
PR is not a vanity project. It’s a value delivery platform — when done right.
Kateryna Odarchenko
CEO, Sic group usa
Share Impactful Client Success Stories
One of our most effective ways we’ve managed to harness public relations has been through our tailored case studies and client testimonials. Rather than relying on broad press releases, we’ve focused on telling specific stories about how we’ve helped businesses reduce costs, improve their general 3PL efficiency, or make substantial progress towards net zero goals. Journalists are always looking for examples with real-world impact, and by providing those stories with clear data and client quotes, we’ve been able to secure features in industry publications and business media that reach exactly the kind of audience we want to engage with.
The key lesson we’ve learned is that the press aren’t interested in hearing about your company for your sake — they need stories that are useful or interesting to their readers. When you approach them with a genuine example of a business challenge solved, backed up by real results and ideally a client willing to be named and quoted, you make their job easier and dramatically increase your chances of getting featured.
The most useful piece of advice I can offer to someone wanting to get more press coverage would be to stop thinking like a business pitching itself, and start thinking like a journalist looking for a good story. Look to place the focus on the impact you’ve made, be ready to share concrete details, and always put the customer’s outcome at the center of the story.
Gavin Weekes
Chief Operating Officer, EC Group
Leverage Media to Build Credibility
We use media to build credibility. When we got our first feature, we didn’t keep quiet. We added it to our website, included it in sales emails, and shared it with franchise leads. It gave us authority and helped people take us seriously faster.
Getting featured starts with having an authentic, useful story. Share something relevant, backed by real numbers or insights. Make it easy for a journalist to say yes; it should be short, sharp, and specific. Once the piece is out, push it everywhere. Good press works hardest when it’s seen often.
Alex Smereczniak
Co-Founder & CEO, Franzy
Treat Personal Brand as a Business
I advise new entrepreneurs, especially those building a portfolio career, to proactively draw attention and gain recognition by applying business development methodology.
Don’t just hope to be discovered, because it becomes much more unlikely in highly saturated markets. Instead, treat your personal brand like a business.
That means building a scalable, unique strategy that makes featuring your insights a value-add for a publication’s readership. This is what gives you leverage in the pitch process.
When I publicly launched my consulting agency, I approached my PR strategy as I would for any high-growth company. In the first four months, I successfully pitched myself and secured features in the Forbes Coaches Council and CEO Monthly Magazine.
I now use platforms like Featured, HARO, and Qwoted to connect directly with journalists.
Building a brand in public outpaces the momentum that one can gain from only building behind the scenes. Become visible by designing an online presence that is unmistakably yours.
Olivia Dufour
Founder, Olivia Dufour Consulting
Integrate PR into Multi-Channel Campaigns
One of the most effective ways I’ve used media coverage to build brand credibility and attract new customers was through the launch of a global fraud trends report tied to the rise of generative AI in financial crime.
I led the strategy behind the campaign, which centered on original industry research. We positioned the report not just as a content asset but as a pipeline builder. That meant aligning PR, content, and demand generation efforts across a multi-channel campaign that included press releases, targeted media pitching, social media, and thought leadership from internal subject matter experts.
We integrated the report into sales enablement materials, tailored content for account-based marketing (ABM) outreach, and ran follow-up campaigns to nurture high-intent prospects. The result was significant: over 167 million in digital reach, 30+ earned media placements in top-tier outlets, a record spike in website leads, and the highest pipeline contribution of the year — especially from enterprise accounts.
My advice for founders and marketers looking to get featured in the press: Don’t treat PR as a one-off announcement. Build around it. Use your media coverage to spark conversations across sales, marketing, and customer channels. The real value of press isn’t just in reach — it’s in how you repurpose and activate it to accelerate pipeline.
Brandy Morton
Founder & CEO, Brandy Morton Marketing Ltd. Co.
Craft Compelling Narratives for Journalists
One of the most effective ways I’ve leveraged public relations to generate awareness and attract new customers was by securing a feature for a client in a top-tier industry publication. For example, when launching a new tech product, we crafted a compelling narrative, then targeted key journalists who covered similar topics. This resulted in coverage in both mainstream and trade media, not only boosting brand credibility but also increasing website traffic and qualified leads.
In one case, media coverage led to a 30% increase in new clients and doubled the brand’s online platform growth.
For those looking to get featured in the press, my advice is:
- Journalists are interested in stories that are timely, relevant, and offer unique value or insights. Tie your pitch to current trends or issues in your industry to make it more appealing.
- Take the time to research and connect with journalists who cover your sector. Personalize your outreach and demonstrate that you understand their audience and interests.
- Providing exclusive data, case studies, or access to thought leaders within your company increases your chances of being featured.
- Journalists receive countless pitches. Make yours stand out with a clear subject line and a brief, compelling pitch that gets to the point quickly.
- If you’ve been featured before, highlight those wins to establish credibility and show you’re a reliable source.
Ultimately, media coverage is about building trust and authority. Focus on genuine value for the audience, and the coverage — and customers — will follow.
Neethu Deepu
Content Manager, Eqvista
Offer Exclusive Data and Customer Stories
A couple of years ago, we identified a timely story angle about how small businesses were pivoting their online operations amidst sudden market shifts. Instead of a generic press release, we crafted a concise, data-driven pitch filled with concrete numbers — such as “75% of our clients saw a 20% increase in online sales within six weeks of our new tool rollout” — and offered a few customers willing to share their before-and-after results.
We reached out to a handful of tech and business reporters with that exclusive data and real customer anecdotes, and one picked it up for a feature in a major industry publication. The result? Within 48 hours of the article going live, our website traffic increased by 120%, and we saw a 30% jump in demo requests — all from readers who discovered us through that one piece.
If you’re aiming to get featured in the press, my top piece of advice is to think like a journalist: give them a clear, newsworthy hook and make their job easier. Start by researching which writers cover your space and what they’ve written recently — then tailor your pitch to match their style and beat. Lead with a compelling statistic or customer story, keep the email under 200 words, and offer exclusive insights or interviews they can’t get anywhere else.
Finally, follow up once (respectfully) a few days later and be ready with high-resolution images or a quick video demo if they ask — having assets on hand can be the difference between a mention and a full-length feature.
Rudy Heywood
Founder, Famous Wolf Group Ltd
Provide Quotable Insights to Journalists
One of the best wins I’ve had with media coverage was getting featured in a roundup on Forbes about digital PR trends. I wasn’t selling anything — I just shared insights that were actually useful. That single piece attracted clients who expressed confidence in my expertise after reading my quote.
The trick is, you don’t pitch yourself — you pitch value. When I reach out to journalists, I ask myself, “Does this answer a real question their audience has?” If it feels like a sales pitch, it won’t land.
And honestly? Follow the journalist’s work before you ever pitch. I’ve gotten way better responses when I reference something they actually wrote, not some copy-paste intro.
You want press? Give them something worth quoting. Not fluff. Not “we’re the best.” Just straight answers that help them do their job.
Rameez Usmani
CEO & Founder, Outreaching.io
Build Relationships with Key Media Outlets
Sending press releases to the proper individuals was crucial to our PR. These releases aimed to showcase the company’s successes and discuss its unique value propositions for our target audience. Each press release highlighted our competitive edge in B2B, whether it was a case study, corporate success story, or trend report.
We sent out press releases and worked hard to get to know important journalists and media outlets their audience would like. We gained media attention by finding out what each source wanted in a story and meeting their desires. By taking a comprehensive and personal approach, we earned company trust and built vital partnerships.
Our proactive PR got us into major media outlets. We received notice from major magazines and websites for our newsworthy content. These included a successful alliance, a new service, or firm news. Our placements made our team the top source for design, marketing, and technological information. This helped us become industry leaders.
Earned media has lasting impacts. Our social media PR was best. Our stories, interviews, and features gained trust and audience. We interacted with fans, which built community and drove site traffic.
We evaluated our PR efforts by tracking media mentions, website traffic, social media engagement, and lead creation. Looking at how each media placement influenced our business helped us enhance our planning and marketing. This would help us grow and be acknowledged.
My advice for getting press coverage as a business owner or marketer: establish relationships and provide value. Do more than distribute press releases to promote yourself. Consider what your audience wants and offer writers things their readers will like. To build meaningful partnerships, you need to know who you’re talking to and give them ideas based on facts. Always remember how strong a good narrative can be. When you give people something important to talk about, you stand out.
Gianluca Ferruggia
General Manager, DesignRush
