You can work toward local or specialist media coverage without hiring a PR agency, but no pitch or press release can guarantee a story. Start with a business goal, offer a timely story that matters to people beyond your company, and make it easy for the right journalist to assess and use. These six steps cover the process from planning through follow-up.
1. Set a goal before you contact the media
Decide what you want PR to do for the business before choosing a tactic. Possible goals include increasing awareness among a particular audience, attracting inquiries, driving relevant website visits, earning referrals, or supporting sales. Choose an indicator you can track and plan how you will respond if outreach generates questions or leads.
As an Amazon Associate I earn from qualifying purchases.
Measure relevance as well as volume. A mention in an outlet read by your intended customers may be more useful than several mentions that reach the wrong audience. Business Queensland’s public-relations guidance recommends planning around objectives and evaluating outcomes.
Quick wins for a faster PC:
Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →2. Find a story people outside your business would care about
A company announcement is not automatically a news story. Ask what has changed, why it matters now, and who beyond the business is affected. A milestone, new service, or business decision may have a stronger angle when you explain its local, customer, industry, or community impact.
#1 Best Overall
Use timeliness, impact, proximity, novelty, prominence, conflict, and human interest as prompts for shaping an angle—not as a checklist that guarantees coverage. Keep key messages accurate, honest, and concise, as Business Queensland advises. If the news has no clear relevance to an outlet’s audience, wait for a stronger development or choose a more suitable channel.
3. Match the story to an outlet and journalist
Start where the audience and subject fit. Depending on your story, that might be a local newspaper or community website, a trade publication, an industry association, or a specialist outlet. Learn which journalists cover the topic and keep a simple contact list with their outlet, beat, and relevant coverage.
Rank #2
Business Queensland suggests beginning locally and building toward more ambitious media projects as you gain experience. For tourism businesses in England, VisitBritain offers a free PR toolkit covering media contacts, pitching, releases, journalist relations, social media, influencers, and measurement. That resource is specific to its sector and geography.
Do these 3 things before closing this tab:
1Scan for outdated or missing drivers - takes under a minute2Clear out junk files and repair common Windows errors3Fix the driver behind crashes, sound loss and screen glitches4. Make the pitch personal, useful, and easy to answer
A pitch is a brief, tailored approach that gives a journalist a story angle and explains why it may suit their readers. It is not the same as a full press release. Refer to the outlet’s audience and, where relevant, the journalist’s recent coverage. Make one clear request, such as asking whether they would like more details or an interview.
Avoid sending the same generic message to a long list of contacts. Respect stated contact preferences and do not keep following up without regard to them. PRSA’s advice on getting media coverage without hiring a PR agency emphasizes researching writers, personalizing outreach, building relationships, and responding promptly to journalist queries.
5. Prepare a clear release and usable assets
Send a release when it helps a journalist get the facts, not as a substitute for a relevant pitch. The U.S. Small Business Administration’s press-release guide recommends putting the essential information first and making supporting materials accessible.
Rank #4
- Write a clear headline and opening. The first paragraph should convey who, what, when, where, and why in natural language.
- Add useful detail. Follow with concise context and an attributed quote from a spokesperson who can speak to the news.
- Make contact straightforward. Include a named media contact and working contact details.
- Link to relevant assets. Keep high-resolution photos or other materials in a website newsroom or press room rather than sending large attachments. Make sure the linked material is current and usable.
PR Newswire’s 2025 beginner’s guide to press releases also recommends establishing the audience, communication goal, and budget before writing. It is guidance from a commercial distribution provider, so treat it as a workflow resource rather than independent proof that paid distribution is necessary.
6. Measure outcomes and improve the next effort
Compare results with the goal you set at the start. Record which outlets you contacted, the angle you offered, responses, coverage, and any follow-on activity. Depending on your objective, useful indicators may include whether coverage reached the intended audience, whether it conveyed key messages, relevant site visits, calls, referrals, or inquiries.
Share resulting coverage through your own channels when appropriate, maintain professional relationships, and use what you learn to refine future outreach. PR includes ongoing communication and reputation management, not just sending releases. Earned coverage remains outside your control; it can be cost-effective, but timing and message placement are less controllable than paid marketing, according to Business Queensland’s guidance.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
