Media coverage is one of the most powerful ways to build credibility, position yourself as an authority, and gain visibility. Yet, many business owners assume they need to hire a PR agency to land press features. The truth is, many brands—big and small—have secured media coverage simply by being strategic, persistent, and knowing how to tell their story in a way that gets journalists to take notice.
If you want to get press coverage for your business without hiring a PR firm, you need the right approach. We spoke with industry experts who have successfully built media visibility without an agency. Their insights will help you secure coverage and build a lasting media presence.
Journalists Are Looking for Stories—You Just Need to Be in the Right Place
The first step to getting media coverage is knowing where journalists go to find stories. Social media and online communities are some of the best places to connect with writers and editors who are actively looking for sources.
Nicole Russin-McFarland, a film score composer and actress, shared that X (formerly Twitter) is still one of the best places to engage with journalists.
“Journalists all around the world are on there every day needing sources. In 2025, X probably has the highest concentration of freelance and staff writers and editors of any social media network because it is text-based and still standing from the powerful brand launched by Twitter.”
Journalists post callouts for expert sources daily. Engaging with their content, replying to requests, and positioning yourself as a resource can open doors to media opportunities. Instead of waiting for the press to find you, be proactive in showing up where journalists are already searching for stories.
A Compelling Story Is Your Friend
Too many business owners send out press releases filled with promotional fluff, hoping for coverage. That approach rarely works. Journalists are not looking for advertisements—they’re looking for compelling, timely, and relevant stories.
Samuel Huang, CEO of TeleAdsAgency.com, explained how he landed media coverage through strategic pitching.
“I’ve built media coverage for my brand without a PR agency—just strategic persistence. My first big win came from responding to a HARO request about digital advertising trends. Instead of a generic pitch, I shared a real campaign success story with data. That small feature led to more journalist outreach, building my credibility.”
If you want journalists to pay attention, your pitch needs to go beyond the surface. What unique insight can you offer? What real-world success stories can you share? The more specific and valuable the pitch, the more likely you are to get featured.
Long-Term Media Success Comes from Building Relationships
Media outreach isn’t just about sending pitches—it’s about fostering relationships with journalists over time. The brands that get consistent media coverage aren’t the ones cold-emailing reporters only when they need press; they’re the ones actively engaging and providing value.
Deepak Shukla of Pearl Lemon highlighted the importance of networking with journalists.
“You’ll meet a lot of journalists and professionals along the way, so build relationships with them. You might become their go-to expert in your industry and increase your chances of getting featured.”
Supporting journalists’ work by commenting on their articles, sharing their stories, and responding to their requests helps establish credibility. The stronger your relationships with media professionals, the easier it becomes to secure coverage when you have a newsworthy story to share.
The Best Pitches Are Personal and Relevant
Journalists receive hundreds of emails a day. If your pitch isn’t personalized, it’s likely to be ignored. Instead of sending out a generic press release, take the time to research who you’re pitching and tailor your message to their specific interests.
Denise Murray, Head of PR at Microdose Mushrooms, shared her approach to media outreach.
“One thing that’s worked well for us is being selective with our outreach. I make sure to get to know journalists and their beats before sending anything. This helps me craft a pitch that speaks to their current stories and shows I’ve done my homework. I don’t just send out blanket press releases. I try to make our pitch feel personal and newsworthy.”
When crafting your pitch, reference the journalist’s past work, connect your story to something they’ve recently covered, and make it clear why your pitch is relevant now. The more effort you put into making your pitch feel personal and timely, the higher your chances of getting a response.
Not Every Media Opportunity Is Worth Pursuing
It’s tempting to send your pitch to every media outlet you can find, but not all press is good press. Being featured in a publication that doesn’t align with your industry or audience won’t move the needle for your business. A targeted, selective approach is far more effective than mass outreach.
Kate Ross of IrresistibleMe.com shared why she focuses on quality over quantity when it comes to media placements.
“I’m not into generic, mass emails. I take my time to write personalized pitches and make sure our products end up in the right hands.”
Instead of chasing every media opportunity, focus on the ones that will have the most impact. Prioritize publications that align with your industry, have an engaged audience, and will position your brand in the best light. A few well-placed features in the right outlets can do more for your credibility than being mentioned in dozens of irrelevant publications.
How To Get Media Coverage? Be In Control.
Getting media coverage without a PR agency isn’t about luck—it’s about having a clear strategy, persistence, and a compelling story. The brands that get press attention are the ones actively showing up, building relationships, and positioning themselves as valuable sources.
Start by identifying where journalists in your industry are spending time and engaging with them. Respond to press opportunities through platforms like HARO. Make sure your pitches are personalized and provide real insights. Focus on long-term relationships rather than one-off press hits.
If you take the right steps today, media coverage won’t just be something you hope for—it will become an integral part of how your brand grows and gains credibility. Now is the time to take action and start building your media presence.
Let’s get your brand in the spotlight!
As a PR and Communications Strategist, I provide custom PR roadmaps, media outreach strategies, and content calendars tailored to your brand’s goals. Whether you need a compelling press pitch, a structured plan to secure coverage, or a content calendar designed to amplify your visibility, I’ll help you create a system that gets results.
Let’s build a media strategy that works. Book a consultation today, and let’s map out a clear path to getting your brand featured in the right places.