How to Generate Publicity for Your Business Through Media Coverage

Generating media coverage can significantly boost your credibility, expand your reach, and increase your brand awareness.

I’ve been on Fox Business, MNSBC, the NY Times, WSJ and what seems like hundreds of podcasts. Getting media coverage is not easy, but it is doable. The more popular the media outlet you want to be on, the tougher it could be to get featured. However, don’t get up.

Media exposure isn’t just about getting featured on mainstream television, newspapers, or radio stations. The rise of digital media means there are countless opportunities to be highlighted on podcasts, blogs, niche websites, and social media platforms. Understanding how to effectively secure and leverage media coverage can make all the difference in elevating your business. Here’s how you can do it.

Recognize the Power of Media Exposure

Media coverage comes in many forms. You could be:

• Interviewed on a podcast where you share your business journey and insights.
• Featured on a local radio station discussing trends in your industry.
• A guest expert on a national TV station providing commentary on a newsworthy topic.
• Highlighted in a blog or online magazine as an innovative entrepreneur.

The key is to realize that there are many media channels available, and you don’t have to wait for a mainstream opportunity to make an impact.

Expand Your View of Media Opportunities

While traditional media outlets still hold influence, the explosion of digital content means that bloggers, podcasters, YouTubers, and social media influencers also have substantial audiences. Some niche media channels have highly engaged audiences that are more relevant to your business than a large but general media platform. Take advantage of these alternative channels to build your reputation and reach your ideal audience.

Identify Your Role: Expert or Feature?

When seeking media coverage, determine whether you will:

• Provide expert commentary: Journalists and content creators often need industry professionals to provide insights on trending topics.
• Be the main feature: If you have a compelling personal or business story, a media outlet may be interested in featuring you.

Knowing your role helps you tailor your pitch and align with the media’s needs.

Research and Understand the Media Outlet

Before reaching out to a media outlet, take time to understand their content and audience. Different media platforms have different approaches:

• A podcaster might be approachable via direct message or email.
• A local journalist may prefer an official press release or an introduction through their editor.
• A national TV producer may require working through a media liaison or PR firm.

Understanding these differences helps you approach each media opportunity appropriately.

Build Genuine Relationships

Establishing relationships with media professionals—whether they are new bloggers or seasoned radio hosts—can increase your chances of coverage. Most media personalities and journalists are accessible through social media, and since traditional gatekeepers are less of a barrier than before, you can engage with them directly. Comment on their content, share their work, and show appreciation for their stories before pitching yourself as a guest or expert.

Perfect Your Pitch and Follow Up

Your pitch should be:

• Concise and compelling.
• Relevant to their audience.
• Personalized to reflect the media outlet’s style and interests.

Follow up courteously if you don’t receive a response right away. Journalists and content creators receive numerous pitches, so persistence (without being pushy) can help you stand out.

Maximize Your Media Moment

Once you secure a media opportunity, make the most of it:

• If it’s a short TV interview, speak in clear and memorable soundbites.
• If it’s a long-form podcast, provide detailed insights and engage in meaningful conversation.
• If it’s a written feature, provide quality quotes and compelling storytelling elements.

Preparation is key—practice answering questions concisely and confidently.

Leverage Your Media Coverage

Your media coverage doesn’t end when the interview does. Share your media feature with your community:

• Post clips or articles on your social media pages.
• Send the link to your email subscribers.
• Add media mentions to your website for credibility.

This not only extends the reach of your feature but also reinforces your authority within your industry.

Should You Hire a Publicist

Hiring a good publicist can definitely be a good investment in your PR (public relations) outreach efforts. When you are hiring a PR firm, you’re hiring an expert in a few things:

• They can help you better craft your message
• Help you get “media ready” for your interview
• Help you leverage your media coverage
• Guide you into which media outlets you should seek out

You’re also buying their relationships. A good publicist has built relationships with a range of media (bloggers, podcasters, journalists, reporters, etc) and their job is to pitch your expertise or story to these outlets.

Conclusion

Getting media coverage requires strategic effort, but the rewards are invaluable. By identifying the right media opportunities, crafting compelling pitches, building relationships, and leveraging every media appearance, you can position yourself and your business as industry leaders. Start small, stay consistent, and watch as media exposure helps your business gain the visibility and credibility it deserves.