Over 70% of PR professionals say securing earned media might be harder in the next few years. Now, how do you rise above this challenge?
It’s crucial to master media relations by connecting with news organizations and building lasting relationships with journalists. This won’t only allow you to earn a brand mention once, but it will make you a consistent source for their stories. A win-win for both parties!
Fret not; This page is a practical guide to implementing a media relations strategy. Learn how to turn a one-time mention into ongoing press coverage, as some business leaders have shared. Here’s how:
1. Make the most of your first feature
Nothing is more fulfilling than earning a brand mention from the media for the very first time. However, the work doesn’t stop there—you need to leverage this initial mention for the good of your business. The trick of the trade here is to maximize the impact of earned media. But how do you go about doing so?
Peter Čuček, Owner at Tuuli, recommends sharing this mention on all digital platforms possible. “Getting a media mention is exciting, but don’t let it stop there! Share it everywhere—your website, social media, email newsletters, even your LinkedIn bio. The more you amplify it, the more credibility and visibility your brand gains.”
2. Get to know the journalists in your industry
Earned media comes from various public relations (PR) campaigns. According to Determ, press releases top the list at 87%, followed by social media campaigns (70%), as well as media events and content marketing (55%). However, if you want to have more than one media coverage, building long-term relationships with journalists is key.
Engage with journalists by sharing their work, commenting on their stories, and offering valuable insights. When they see you as a helpful resource, they’ll be more likely to feature you again.”
3. Find new story angles
A story is ever-unfolding and ever-evolving, which essentially applies to brands implementing media or PR outreach campaigns. As soon as you get media coverage, think of what you can bring something new to the table. This time, offer newsworthy angles to your published story as part of your media targeting strategies. What does it take to do so?
Identify newsworthy angles for follow-up pitches, suggested by David Haskins, CEO at WrongfulDeathLawyer.com. One media mention is great, but keeping the momentum going is even better. Look for fresh angles—industry trends, new data, or an interesting follow-up—to keep your story relevant. Journalists are always looking for the next big thing, so make it easy for them to come back to you.
4. Be a go-to expert
Content is king in the digital world. This idea is especially true for earned media—journalists will only mention your brand or quote your pitch if you offer high-quality content. To do this, deliver relevant and valuable content to position yourself as a credible source for their stories. Likewise, showcase experience, expertise, authority, and trust (E.E.A.T.) to establish yourself as an expert.
Take it from Jeffrey Zhou, CEO and Founder of Fig Loans. He consistently demonstrates E.E.A.T when pitching content to journalists as a reliable source. Journalists want sources they can trust, so always bring E.E.A.T. to the table. Provide well-researched insights, back up claims with data, and be available when they need a quote. The more reliable you are, the more they’ll turn to you for future stories.”
5. Demonstrate thought leadership
Pitching media in 2025 has never been more challenging and competitive. With various brands, including manufacturing companies, competing for media attention in your niche, it can be difficult to earn a brand mention not only once. How do you stand out in a sea of digital competition? The key here is to develop a thought leadership strategy!
6. Stay active online
Another trick to earn more than one brand mention is to take space online. This means staying active on social media channels (LinkedIn, Facebook, X, etc.) and PR networks (Qwoted, ProfNet, etc.). For one, the role of social media is undeniable in shaping modern PR strategies, with over five million active users globally. Also, PR networks pave the way for stakeholder engagements, particularly with the media.
Social media and PR networks are game changers for media outreach. Join groups, engage with journalists, share industry insights, and stay visible—being active online increases your chances of getting noticed and featured in the press. Additionally, securing keyword backlinks from reputable sites further strengthens your online presence, driving both brand credibility and search engine visibility.
7. Play the game
Finally, it’s crucial to invest in a long-term PR strategy—learn how to play the game. You don’t just pitch, earn a brand mention once, and bask in the glory of your success. You also have to practice the art of media monitoring and campaign optimization. This means tracking your media pitch, content, or engagement and adjusting your strategies when necessary.
PR isn’t a one-and-done deal—it’s an ongoing process. Track media coverage, analyze what’s working, and refine your approach. Track media coverage, analyze what’s working, and refine your approach. The more you optimize your outreach, the better your chances of turning one mention into consistent press. If you’re in the debt relief space, for example, creating educational content about financial freedom and debt management can position your brand as a trusted resource, increasing your credibility and media opportunities over time.
Final words
In today’s business landscape, a strategic media relations strategy is imperative. The goal isn’t only to get a brand mention once but to earn consistent press coverage. That said, consider the practical tips recommended above and reinforced by business leaders.
The key here is to maximize the initial mention, build relationships with journalists, and find new angles to your story. Likewise, establish yourself as a credible source and thought leader in your industry. Ultimately, employ a long-term PR strategy for your company or organization.
Work with the media right, and you’ll earn a consistent spotlight in their press coverage. Ready to go beyond having one-time media coverage? Consider Agility PR Solutions’ media relations service with its AI-powered platform. Book a demo today to speak with an expert.
