Genuine media coverage reaches a bigger pool of potential customers, builds an entrepreneur’s personal brand, and can spark investor or partner interest, all without the cost of paid advertising. Getting it consistently comes down to preparation, not luck.
Media coverage supports the whole marketing mix, it isn’t a shortcut
Coverage should never be treated as a quick fix for slow sales, says Lunice Johnston, founder of PR firm Lunice Johnston Communications. It positions you as a thought leader, raises brand awareness, differentiates you from competitors and builds a bank of goodwill, but numerous media mentions mean little if the product isn’t actually available or the customer experience falls short once someone acts on the coverage.
Prepare before you ever speak to a journalist
Never engage with media, especially radio and TV, without some form of media training first. Know exactly what you want to say and how it links to the current news cycle, develop key messages in advance, and understand the specific audience of the publication you are approaching before pitching them.
Give your story a human element
A demonstration, a genuine customer story, or a live example makes content far more compelling to a journalist than a dry description of features or services.
Be selective, not scattershot
Approach one well-suited publication with an exclusive angle rather than blasting the same release everywhere. Understand each publication’s tone and audience by actually reading, watching or listening to their existing output before you pitch.
How to actually contact the media
Media contact lists and directories, updated regularly, remain a practical way to find the right journalist. Calling a media house directly and asking for a specific journalist’s details is often faster than guessing from a byline. Never approach journalists aggressively on social media, since that goodwill is hard to rebuild once lost.
The behaviours that build or destroy media relationships
Be authentic, ensure what you send is genuinely newsworthy rather than thinly veiled advertising, respect the media’s time, and never miss a deadline. Content that reads as advertising rather than news will not be published, and repeatedly sending it can damage your standing with a journalist for future pitches too.
Frequently asked questions
Should a small business expect media coverage to directly increase sales right away?
No. Media coverage builds credibility, awareness and goodwill over time, but it works best as part of a broader marketing strategy, not a standalone sales tactic.
Do I need formal media training before doing a radio or TV interview?
It is strongly advisable. A short media training session with a reputable trainer significantly improves how confidently and effectively you communicate your key messages under pressure.
What is the fastest way to damage a relationship with a journalist?
Sending content that reads as pure advertising rather than genuine news, missing agreed deadlines, or criticising the journalist publicly on social media.
Every small business has a story worth telling well
Every business has something genuinely interesting to say. Getting real media coverage is about telling that story to the right audience, prepared properly, not about having the biggest budget.
Further reading: Small Business Publicity and Why You Need It | Department of Trade, Industry and Competition for official small business support information
Originally published in March 2019. Updated September 2026 to tighten this media relations guidance from Lunice Johnston Communications. The underlying advice remains sound.
