How do some companies get noticed by the media and land those great headlines?

While it may seem like it’s all about big names, publicity stunts (like a dragon taking over the Empire State Building or blurry relationship candies), or who owes whom a favor, there’s a lot more going on behind the scenes.

For example, Vinod Khosla’s Forbes feature in June 2024 may look like an easy win. After all, Khosla is a billionaire venture capitalist heavily involved in artificial intelligence, the story of our time.

But the firm didn’t come out of the gate earning media coverage. It took years to reach the level of awareness and coverage frequency it’s achieved today.

That’s years of getting to know the right media, developing a real (and maybe even controversial) point of view on timely issues people care about, making top executives available to the media, and, of course, doing things that are truly newsworthy like investing in startups that could change weather forecasting or raising $3 billion for new funds.

Product-related stories take a similar effort.

RingCentral, a provider of AI-driven cloud business communications solutions, offers an example of putting the right pieces in place to earn solid coverage of a product update, including a narrative that’s both interesting and relevant to what’s going on in the world, and a customer open to sharing their story. Having good data and proof points also help demonstrate why your news is important now.

Of course, it’s true that anyone looking to break into the media is up against some tough odds. With PR pros outnumbering journalists 6-to-1 (thanks to media consolidation and layoffs), getting noticed—and getting coverage—is more challenging than ever.

Here’s how to do it right.

These 5 elements consistently drive media coverage

1. Take a thoughtful, individualized approach. Build and nurture an “inner circle” of media contacts who know and understand your brand. Keep a pulse on beats and current coverage trends. Pay attention to reporters’ preferences. Some prefer video or phone calls, while others are saying they’re more open to coffee meetings these days. Meaningful, thoughtful interactions build trust and lay the foundation for long-term relationships.
2. Offer bespoke, interesting insights: Journalists are inundated with pitches. Stand out and stay top of mind by providing fresh perspectives, unique data, or deep insights that haven’t been covered yet. They’re looking for stories that genuinely catch their interest and would appeal to their audiences, not just more of the same.
3. Share only well-crafted storylines. Concise, clear pitches help reporters envision the story they would write. What’s different about your company, product, or point of view, and why does it matter today? Avoid jargon and corporate-speak—most reporters are annoyed by pitches that sound like marketing copy.
4. Tap your top storytellers and build their executive brands. Having a team of well-versed, visible experts who can articulate what the company is doing that’s interesting and relevant—without resorting to corporate-speak—is vital.
5. Be ready to invest the time. Quality coverage, more often than not, doesn’t happen overnight. It may take several meetings or other interactions before a reporter considers including a spokesperson in a story. Others appreciate early access to news through embargoes or exclusives. Patience and persistence pay off in the long run.

Craft Stories That Journalists Can't Ignore

Breaking through to the media requires more than just a flood of pitches. When we take the time to build relationships, fine-tune perspectives, and share stories that deserve telling, it’s more likely those stories will find their way to the spotlight.