How to gain media coverage


The ever-changing media landscape has brought massive disruption to the journalism and communication industry. With the 24-7 news cycle and the increasing presence of digital technology, media relations is more important, and more in demand, than ever before.

At Adoni Media, we know the ins and outs of gaining quality media coverage for our clients. Here are our top tips.

Make your pitch newsworthy

It’s important to pitch stories that are newsworthy. As you can imagine, journalists have hundreds of press releases filling their inboxes every day, so you need to make yours stand out.

Journalists are expected to deliver more with less, and continuously churn out content. So, give them a compelling story idea and all the information they need to create their story –background facts, filming opportunities, spokespeople, photos. It is also important to research the journalist and media outlet you are pitching to, to ensure your story aligns with their content.

Understand how journalists work

At Adoni Media, we have invaluable advice and expertise from Leisa Goddard, Clare Christensen, Rebecca Cox and Nicky Haydon who worked as journalists before moving into Public Relations (PR).

In order to know what journalists are looking for, you need to understand how the journalism industry works. It’s also helpful to build rapport with journalists before you need them as they’re more likely to publish a story from a trusted person than a stranger.

Make sure you can easily be reached. There is nothing more frustrating than an expert source who is hard to contact for an interview. As journalists work under tight deadlines, it is important to promptly answer calls and emails.

Press releases aren’t dead

Press releases have changed a lot over the years, especially with the rise of social media. Businesses create press releases to announce a new product or service or anything newsworthy. They are a great way to get your story out there and shape the narrative for the journalist.

Video News Releases (VNRs) are also a great way to gain valuable news coverage. Businesses are increasingly using VNRs which contain footage and interviews with key spokespeople to maximise coverage. These are shot in a way journalists can use, so that news outlets around the country can package their own content, thereby giving exposure to the brand.

Share gained media coverage

Gaining media coverage is a great way to build your reputation, so once a story is published or aired about you or your company, make sure to share it with your audience. Share a link to your social media channels, write a blog about it or post it on your website.