Media Relations Services: Tricks to Securing Media Coverage

Many businesses assume that simply getting their name mentioned in a press release is enough to build media credibility. However, true media exposure comes from real interviews and compelling storytelling — not just mass distribution. Journalists are more likely to engage with brands that present timely, relevant stories with confidence.

In a recent video, Nick Powills, chief growth officer of Mainland, shared how businesses — with the right pitching techniques, personalized outreach and consistent media presence — can secure impactful media features.

The Value of Interviews Over Press Releases

Many businesses fall into the trap of thinking that simply being mentioned in a press release distributed through a wire service is equivalent to securing meaningful media coverage. 

“I hate the BS of the fake ads that come across Facebook — that they get featured in Forbes and Fortune and Entrepreneur,” said Powills. “And what is it? It's like a PR web press release that goes out there and you weren't really featured. It's just your name is out there.”

True media exposure comes from being interviewed or having industry peers speak about your brand. Rather than focusing on mass press releases, brands should prioritize real media features where journalists engage directly with their story.

"The feature is, in my opinion, when someone interviews you or talks to you or talks to your peers about what is special about your story and your brand,” Powills said. “So, at our business, we focus on the value of the interview because I know if I can get on the phone with someone, then it’s up to me to sell them on why my story is great."

Crafting an Effective Media Pitch

There are a few steps that go into crafted an effective media pitch. 

Step 1: Define “Why You? Why Now?”

A pitch must clearly articulate why a story is relevant and timely. A vague or self-promotional message won’t capture a journalist’s attention. 

"I go on a franchise website and the first message says, ‘Buy my franchise.’ That is not a ‘Why you? Why now?’” said Powills. “Why you? Why anyone would care about you and why they would care about it.”

The subject line should act as a compelling headline — something that mirrors what’s trending in the news. “Go on LinkedIn, and look at the news on the right, you'll see what people are buzzing about,” said Powills. “Maybe just take that headline and use that as a part of the media pitch. You have the start of a pitch."

Step 2: Confidence and Delivery

The way a pitch is delivered is just as important as its content. A direct approach — asking for an interview instead of passively inquiring whether a journalist saw a press release — demonstrates confidence.

Tone also plays a crucial role. A positive, enthusiastic approach, even over the phone, can significantly impact the likelihood of securing coverage. 

“I've done this exercise before where I've asked people to smile and try saying something without letting that smile drop. It changes the way that you're talking about a story,” said Powills. “Now, smiles can actually come over the phone too. So if you're very positive and you get that smile going, then hopefully the person on the line can get excited about what you're trying to sell.” 

Step 3: Research and Personalization

A well-crafted pitch is tailored to specific journalists. Researching their previous work and referencing why they would be interested in a story adds credibility to the outreach. 

"If you're going to pick someone, research what they actually write about so that you're acknowledging the fact that you actually took five minutes to study why they should care about this,” said Powills. “Why should they put this on their TV station? Why should they put this in their newspaper? And so it's showing that you gave a little bit of care into it."

Journalists receive countless pitches daily, so taking the time to personalize an email or call shows genuine effort and increases the chances of standing out. 

Importance of Follow-Ups

Following up is essential, as journalists are inundated with hundreds of press releases every day. A strategic follow-up should restate the core story in an engaging way rather than simply asking if the press release was seen. 

“This goes back to my days as a journalist,” Powills said. “I get calls in the newsroom and they would say, ‘Hey, have you seen my press release?’ I'm like, ‘Look, I've seen 150 press releases.’ And then they tell me the story, and they couldn't do it.”

Using AI for Pitch Ideation

AI can be a valuable tool for brainstorming headlines and structuring pitches. However, while AI can assist with ideation, human relationship-building remains essential. 

“AI is a fantastic tool to say, give me 20 headlines on my business, and it will actually help you,” said Powills. “It could actually help you write your pitch, but it won't necessarily deliver it out to the media in a productive way.”

Personal engagement, compelling storytelling, and strategic outreach are what truly drive media success.

The Power of Storytelling

At the core of media relations is storytelling. Businesses that excel at framing their message in a way that resonates with audiences will naturally attract more media interest. 

“Think about great storytellers,” said Powills. “They're able to take that great story and deliver it out to the media, which in turn is going to help you get more features.”

By crafting a compelling narrative, delivering pitches with confidence and consistently engaging with the media, businesses can secure meaningful coverage that enhances their reputation and visibility.

Watch the full video above or on YouTube.