Media Relations & Journalist Outreach
We pitch your story directly to journalists at the outlets your customers already trust — building the press relationships and media database of contacts that turn a well-crafted media pitch into genuine, unpaid editorial coverage. Unlike guaranteed wire distribution, media relations is a relationship-driven craft: it depends on a real angle, the right timing, and a journalist who covers your beat actually wanting to write the story.
How the pitching process works
Story development
We shape your news into an angle a journalist covering your beat would actually want to write about — usually the trend, data point, or human story underneath the announcement rather than the announcement itself. A press release states facts; a strong media pitch gives a reporter a reason to care.
Targeted pitching
Direct outreach to the specific journalists who cover your industry, pulled from a maintained media database of beat reporters, not a mass blast to a generic press list. A pitch to the right person at the right outlet converts far more often than the same pitch sent to a hundred inboxes.
Relationship building
Media relations compounds over time. Every accurate, useful pitch you send a journalist makes the next one easier to land, and over months those press relationships turn into reporters who reach out to you first when they’re covering your industry.
Follow-through
Once a journalist responds, we handle interview prep, background materials, quotes, and any imagery or data they need — on their timeline, not ours. Editorial coverage often depends on how quickly and completely a source responds to a reporter’s follow-up questions.
Coverage tracking
We track every placement that results from outreach and share it with you, so you have a clear record of which pitches led to editorial coverage and which outlets are worth prioritizing again next time.
Founders who want a real editorial feature, not a guarantee
Startup founders
Building credibility ahead of a fundraise or a public launch. A founder with two or three credible press mentions has an easier time getting a warm introduction to an investor or a first enterprise customer.
SaaS & e-commerce brands
Earning trust signals that convert. A review or feature in an outlet your buyers already read does more for consideration-stage trust than another retargeting ad.
Personal brands
Placements worth citing in a pitch deck, a speaker bio, or a LinkedIn profile. Consultants and executives building a public reputation often need a small, credible body of press coverage more than a large one.
Companies re-entering the news cycle
Brands that went quiet for a while and need to remind journalists — and their own audience — that they’re still active, shipping, and worth covering.
Why earned media coverage is worth the effort
Editorial coverage carries a kind of credibility that paid or owned content can’t fully replicate, because a reader knows the journalist chose to write the story independently. A founder quoted in a trade publication, or a product reviewed by an outlet its audience already trusts, borrows that trust in a way an advertisement never quite can — which is exactly why media relations remains a core part of most PR strategies even in an age of paid distribution.
The biggest mistake we see brands make is pitching too broadly, too soon, without a real news hook. A generic media pitch gets ignored, because journalists judge whether a pitch is worth their time in a handful of seconds. Media relations works best paired with genuinely newsworthy moments — a funding round, a notable hire, new data, or a launch — which is why we often recommend combining ongoing outreach with press release distribution for the moments that need a guaranteed publish date alongside the pitch.
Common questions about media relations
How is media relations different from a press release?
A press release is guaranteed to publish through wire distribution. Media relations is journalist outreach with no publication guarantee — but when it lands, it produces original editorial coverage a wire release can’t, because a reporter chose to write it.
How long does it take to land a placement?
It varies by outlet and story. Some pitches get a response within days; others take weeks of following up and building the relationship. Media relations doesn’t run on a fixed timeline the way wire distribution does, and we’re upfront about that.
Can you guarantee coverage in a specific outlet?
No, and we’d be cautious of anyone who tells you they can. Editorial coverage depends on a journalist’s independent judgment. What we guarantee is a genuinely well-targeted pitch, sent to the right person, with the follow-through to give it a real shot.
What makes a story pitchable?
A clear news hook — funding, a notable launch, real data, or a timely angle tied to something already in the news. If your update doesn’t have one yet, we’ll help you find or create one before pitching.
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