Some marketing experts treat a media pitch like a finish line, moving on to the next thing as soon as they hit send on an email or land a placement. But a seasoned professional knows that securing the story is only the beginning. True impact lies in leveraging that win to further sustain media presence and hone lasting relationships with the producers, directors, editors and beat reporters who will ultimately decide what moves forward and what doesn’t.
The average journalist receives over 100 pitches each day. That gives a well-versed brand ambassador the opportunity to stand out against the grain. Doing so distinctly comes from knowing which angles the journalist gravitates towards and how your pitch elevates their outlet and shares a deeper conversation about your brand. When the outreach aligns effortlessly with the beat, you go from being a “source” to a trusted asset.
Consistency should be the backbone of everything you do. Many brands fall into the trap of only reaching out to journalists when there are significant updates they want to share with the public. Major announcements matter and certainly deserve special recognition, but they shouldn’t be the only media touchpoints you do. Timely commentary, trend insights and thought leadership, for instance, all offer opportunities to create a steadier stream of media presence, ensure the brand stays top of mind and help fill production gaps.
With that being said, it’s difficult to create recognition and authority without a cohesive brand narrative. What the brand stands for and what expertise you can offer matters nearly as much as the topic you’re trying to sell. Weaving those nuances throughout each piece of coverage helps amplify their effect.
And measurement needs to evolve as strategy does. While the number of placements helps indicate brand prosperity, the caliber and continuity of the coverage matter too. Consider whether your brand appears regularly in key outlets in key markets, and if those journalists return to you for commentary. If not, shift accordingly.
Ultimately, the relationships you cultivate with your contacts are the heart of the entire process. Being a trusted source doesn’t come from sitting in their inbox or supporting them in a few successful stories. Sometimes, it comes from sharing data or source information not directly relevant to your brand, making an interview happen quickly so they can meet their deadline or shouting out their work on LinkedIn. Over time, actions that seem small in the moment will build trust and make future outreach much more effective.
The media landscape shifts quickly, and being accommodating and staying attuned to new platforms and strategies is paramount. A single story is easy to forget, but sustained, quality storytelling creates a level of influence that can’t be replicated. In a time where brands are vying for visibility that yields movement, becoming part of the ongoing conversation has never been more important.