How to Get Media Coverage
Getting featured in The Wall Street Journal, TechCrunch, or USA Today might seem like a pipe dream for your small business, but it’s more achievable than you think. In fact, 68% of businesses experience improved visibility from published press releases, according to Cision. And the best part? You don’t need a massive PR budget to get started.
Why does national media coverage matter so much? Simple: earned media builds 3x more trust than paid advertising, and when major publications feature your business, it instantly validates your brand in ways paid ads never could. Whether you’re a 5-person startup or a 50-employee company, strategic PR can level the playing field with much larger competitors.
This guide will walk you through proven strategies specifically designed for small businesses seeking national US coverage. No fluff, no impossible tactics—just practical steps you can implement starting today.
Understanding Media Coverage: What Small Businesses Need to Know
Why Media Coverage is Game-Changing for Small Businesses
Let’s be real: national media coverage is like getting a third-party endorsement from some of the most trusted voices in your industry. Here’s what makes it so powerful:
Cost-effective marketing:
Unlike paid ads that stop working when you stop paying, media coverage continues delivering value.
Long-term SEO benefits:
Quality backlinks from major publications can boost your search rankings for years.
Types of National Media You Can Target
Start thinking about media coverage in tiers:
- Trade publications: Industry-specific magazines and websites where your expertise shines
- National business media: Wall Street Journal, Forbes, Entrepreneur, Business Insider
- Tech and startup outlets: TechCrunch, VentureBeat, The Next Web (if relevant to your industry)
- General news outlets: USA Today, CNN Business, MSNBC
- Podcasts and digital media: Industry podcasts, online business magazines, YouTube channels
Building Your Foundation: What Every Small Business Needs Before Reaching Out
Develop Your Newsworthy Story
Before you pitch anyone, you need a story that makes journalists care. Ask yourself:
- What makes your business unique in the national market?
- Is there a compelling human interest angle? (Founder’s journey, overcoming challenges, unique mission)
- How does your story connect to current trends or industry movements?
- Can you summarize your value proposition in 30 seconds?
Think beyond just “we’re launching a new product.” What’s the bigger narrative? How are you solving a problem that resonates nationally?
Set Up Your PR Infrastructure
You don’t need fancy tools, but these basics are non-negotiable:
- Professional website with an “About” section and contact information
- Simple media kit with high-resolution logo, founder headshots, and company boilerplate
- Google My Business profile optimized for your industry
- LinkedIn presence for both your company and key leadership
9 Proven Tactics for National Media Coverage
1. Master Media Relations
Start building relationships before you need coverage:
- Research journalists who cover your industry at target publications
- Follow them on social media and engage thoughtfully with their content
- Learn their beat and understand their recent articles
- Best time to pitch: Tuesday mornings, 8-9 AM Eastern Time (61% of reporters prefer morning pitches)
2. Create Press Releases That Get Noticed
Here’s the truth: 74% of journalists prefer press releases over other PR content, but only if they’re done right.
Follow these guidelines:
- Use the inverted pyramid structure (most important info first)
- Keep it under 400 words
- Include at least one compelling statistic or data point
- Add high-quality visuals (photos, infographics, videos)
- Write like a journalist, not a marketer
Avoid these mistakes:
- Being overly promotional (57% of journalists will block you for this)
- Burying the lead
- Including jargon or industry speak
- Forgetting contact information
3. Distribute Your Press Release Using a Quality Press Release Distribution Service
While organic pitching is crucial, strategic distribution of press releases amplifies your reach:
- Use reputable services like eReleases for professional distribution
- Target specific industries and geographic regions
- Include multimedia assets to improve pickup rates
- Track which outlets pick up your releases
Quality press release distribution services like eReleases save you time and money and give you better results by:
- Targeting the right journalists: Instead of spending hours searching for contact information, eReleases delivers your release directly to journalists who cover your industry, location, and beat.
- Added distribution through Cision PR Newswire: Only eReleases distributes every press release through the national Cision PR Newswire, giving you visibility to journalists and media who would never see your press release otherwise.
- Maximizing distribution reach: They have established relationships with thousands of media outlets, wire services, and online publications, ensuring your story reaches places you might never find on your own.
- Professional formatting and optimization: Their team ensures your release meets industry standards and is formatted correctly for maximum pickup, saving you from rookie mistakes that could get your release ignored.
- Providing analytics and tracking: You get detailed reports showing which outlets picked up your story, how many people viewed it, and which keywords drove the most traffic—insights that are impossible to get when going it alone.
- Building in SEO benefits: Quality distribution services ensure your release appears on high-authority websites, generating valuable backlinks that boost your search engine rankings long after the initial coverage.
- Handling technical distribution: They manage the complicated process of submitting to newswires, avoiding spam filters, and ensuring your release arrives in journalists’ inboxes rather than their junk folders.
- Providing industry expertise: Services like eReleases often include editorial review, helping you refine your message and angle for better media pickup rates.
4. Pitch Strategically
Remember: 96% of PR professionals say individual emails are most effective. Here’s how to do it right:
- Personalize every pitch (reference their recent work)
- Lead with your strongest hook in the subject line
- Keep the email body under 200 words
- Include relevant visuals or data attachments
- Follow up once after 3-5 days (90% of journalists say this is acceptable)
5. Time Your Announcements
When you announce matters almost as much as what you announce:
- Avoid Mondays (too chaotic) and Fridays (people check out)
- Tuesday through Thursday generally work best
- Consider industry events, awareness days, or seasonal relevance
- Skip major holidays or breaking news cycles
6. Create Events That Generate Coverage
Virtual events can reach national audiences without travel costs:
- Host webinars or online summits featuring industry experts
- Time product launches for maximum impact
- Partner with complementary businesses for co-marketing
- Create exclusive preview opportunities for media
- Write guest posts for industry publications
- Offer commentary on trending topics affecting your industry
- Conduct original research or surveys (even small-scale ones)
- Speak at virtual industry conferences
- Optimize your website for industry-related keywords
- Create shareable content (78% of people prefer learning about products via short video)
- Set up Google Alerts for your industry and trending topics
- Monitor social media conversations using hashtags
- Research podcasts in your niche
- Prepare compelling talking points that provide value
- Promote appearances across your channels
- Repurpose podcast content into blog posts and social media content
- Major business announcements typically go out Tuesday-Thursday
- Tech and startup news often breaks on Tuesdays
- Industry-specific news varies by sector
- Avoid competing with major national events or earnings seasons
- Map out quarterly themes aligned with your business goals
- Identify industry conferences and relevant awareness days
- Schedule regular content and pitch cadences
- Build in flexibility for timely reactions to industry news
- Have 3-5 key messages ready
- Practice with teammates beforehand
- Speak in soundbites and avoid jargon
- Be authentic—journalists want real stories, not corporate speak
- Share coverage across all your channels
- Update your website with “As Featured In” logos
- Use quotes and excerpts in marketing materials
- Thank the journalist and stay on their radar
- Spray and pray emails: 96% of PR pros know individual emails work better than mass blasts
- Irrelevant pitches: Research before you reach out
- Poor timing: Know deadlines and news cycles
- No visual assets: Include photos, data, or graphics
- Excessive follow-ups: One follow-up after 3-5 days is plenty
- Over-promotional language
- Lack of actual news value
- Poor grammar and typos
- Missing contact information
- Unrealistic exclusivity demands
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7. Build Thought Leadership
Position yourself as the go-to expert:
8. Leverage Digital PR Tactics
Make your business discoverable:
9. Tap Into the Podcast Boom
With podcast listenership up 17% in recent years, this medium offers huge opportunities:
Timing Your PR Efforts for Maximum Impact
Understanding National News Cycles
Unlike local media, national outlets follow broader patterns:
Creating Your PR Calendar
Plan ahead for sustained success:
Making the Most of Media Coverage
During Media Interviews
When opportunity knocks, be prepared:
After You Get Coverage
Don’t waste your moment in the spotlight:
Common PR Mistakes (And How to Avoid Them)
The Top 5 Pitching Errors
Red Flags That Kill Media Interest
Frequently Asked Questions (FAQs) about Getting Free Media Coverage
DIY PR costs virtually nothing beyond your time, while PR agencies specializing in national coverage typically range from $2,000-$5,000/month. Most small businesses start with DIY and scale as they grow.
Building relationships with national journalists takes 3-6 months, but timely, relevant stories can be picked up within days if they align with current trends.
LinkedIn is gold for finding reporters, as are media outlet websites. Tools like Muck Rack can help, but many small businesses find success with direct research. Better yet, use a quality press release distribution service like eReleases to handle all the research, distribution, and targeting for you, saving you huge amounts of time and money, while delivering better results.
Absolutely! Your unique angles, ability to move quickly, and authentic founder stories often give you advantages over slower-moving corporations.
Start with DIY to understand the process and what works for your business. Consider hiring specialized help once you’re consistently getting some coverage and ready to scale.
Focus on broader implications, use compelling data, connect to current trends, and emphasize what makes your approach unique or innovative.
Trade publications want industry-specific insights and technical expertise, while general business media prefers broader stories with universal business appeal.
Awards provide ongoing PR opportunities and third-party validation that national media outlets value. They’re worth pursuing but not essential for coverage.
Your Action Plan: Getting Started in Getting Free National Media Coverage
Ready to begin your journey to national media coverage? Here’s your 30-day quick start:
Week 1: Research target publications and journalists in your industry
Week 2: Develop your newsworthy angle and create basic media materials
Week 3: Send your first round of personalized pitches
Week 4: Follow up strategically and analyze initial results
Remember: national media coverage isn’t about overnight success—it’s about building relationships, providing value, and staying persistent. Start small, focus on quality over quantity, and let your authentic story shine through.
The next time someone searches for industry experts in your field, wouldn’t it be great if articles from major publications came up with your name? That future starts with the first pitch you send today.