Key takeaways
- Reporters cover stories their readers care about, not adverts. Start by finding the real story in what you do.
- A short, personal pitch to the right reporter works far better than a big email sent to everyone.
- Press releases help with formal news and as a reference, but they are not a shortcut to coverage.
- Paid articles must be clearly labelled as paid. Be wary of anyone who guarantees coverage for a fee.
- When a story runs, thank the reporter, share the link, and keep being a helpful source.
You know your work is good, but nobody is writing about it. Maybe a competitor seems to appear in the news every month, or an old negative story is still the first thing people find. Getting good coverage can feel like a closed club.
It is not. Reporters need good stories, and many come from ordinary people and small businesses. This guide shows you how to find your story, reach the right reporters, and earn coverage honestly.
What makes something news
Reporters are not looking for adverts. They are looking for stories their readers will care about. Before you contact anyone, ask yourself one question: why would a stranger want to read this?
Often news
- Something new: a first, a launch, or a real change in your field.
- A local angle: how something affects people in a town or region.
- A human story: a struggle, a comeback, or an unusual path.
- Useful information: real findings from your work, or tips readers can use.
- Good timing: a fresh view on something already in the news.
Usually not news
- Your company exists, or has a new logo.
- A product launch with nothing new about it.
- Praise for yourself, with no story behind it.
- An old event, with no reason to cover it now.
Every field has real stories. A few examples of the kind of angle reporters look for:
- A musician: an album recorded somewhere unusual, a hometown show, or the story behind a song.
- A creator: a project that helped people, or a trend you spotted early, with examples.
- An athlete: a comeback after injury, a local club's rise, or community work off the field.
- A business: new jobs in your town, a change you can prove, or expert comment on news in your field.
Find the right reporters
One pitch to the right person beats a hundred to the wrong ones. Most reporters cover a set topic or area, often called a beat.
- Start with what your audience reads. Local news sites, trade magazines, newsletters, and podcasts in your field often matter more than big national names.
- Look at bylines. Find recent stories like yours, and note who wrote them.
- Read before you write. Read a few of each reporter's stories, so you know what they cover and how.
- Use public contact details. Many reporters share a work email on their outlet's website or their profile. If they say they do not take pitches, respect it.
- Watch for requests. Reporters sometimes post requests for expert sources. Only answer when you are a real fit.
Write a short, useful pitch
A pitch is a short email that offers a reporter a story. Reporters often get many pitches a day, so make yours easy to read in under a minute.
Write a clear subject line
Say the story in a few plain words, such as "Hometown band records new album in a closed cinema".
Open with the story
In the first sentence, say what happened and why it matters now.
Show why readers care
Show the reporter you know their audience. Mention a related story they wrote, if it really fits.
Offer what makes it easy
Say who they can talk to, and what photos, facts, or documents you can share.
Keep it short and honest
A few short paragraphs. No attachments, no hype, and no claims you cannot back up.
Follow up once
If you hear nothing after a few days, send one short, polite reminder. Then move on.
Press releases: when they help
A press release is a formal announcement, written like a short news story. It can be useful, but it is not a shortcut to coverage.
- Formal news: a release helps when you have official news, such as a new leader, a merger, or a major launch, and reporters need exact facts and quotes.
- A reference page: post your releases on a news page on your own website, so reporters can check the facts.
- Mass emails: a release sent to a huge list rarely works. A personal pitch to the right reporter usually works better.
- Paid newswires: these services send a release to many outlets and websites. That is not the same as a reporter choosing to cover you.
If you pay for an article or a placement, it should be clearly labelled as sponsored or advertising. Presenting paid content as independent news misleads readers, and advertising rules in many countries require clear labels.
Use your coverage well
When a story runs, the work is not over. Good coverage can help people trust you for years.
- 01Story runsA reporter covers your story.
- 02Say thanksSend the reporter a short note.
- 03Share itLink it on your site and profiles.
- 04Build on itStay a helpful, honest source.
- Share the link, not a copy. Posting the whole article can break the outlet's copyright. A short quote with a link is the usual way to share it.
- Add it to a press page on your website, with the date and outlet.
- Only say "as seen in" about outlets that really covered you, and check their rules before using their logo.
- Fix mistakes politely. If a fact is wrong, ask for a correction. Our guide on getting a news article corrected explains how.
- Stay in touch. Send the reporter useful ideas later, not only when you want something.
Real coverage in trusted places also shapes what people find when they search your name. See how to clean up what Google shows for your name and what a Google Knowledge Panel is.
This guide is general information, not legal advice. Every platform and country has its own rules, and they change. We are not lawyers. For legal questions about your case, please speak to a qualified lawyer.