3 Steps to Get Media Coverage (Without Paying for Ads)
Reading time: 3 minutes.
As the busiest season of the year approaches, you’re probably focused on expanding your audience to maximize sales. While social media and influencers get most of the attention these days, traditional media can be a powerful, often overlooked, tool for boosting reach and credibility.
Let’s dive into how to approach this without an ad budget and make traditional media work for you.
What Do I Mean by "Traditional Media"?
Traditional media includes:
TV: News shows, morning shows, lifestyle segments, etc.
Print Media: Newspapers, magazines.
Online: News websites, influential blogs, and info-driven podcasts.
Who Should Try Media Outreach?
This approach works especially well for personal brands or founder-led businesses. Media stories focus more on real people and their challenges than pure brand promotion. If your story addresses problems that audiences can relate to and you can offer valuable insights, traditional media is worth considering.
Benefits of Traditional Media
Traditional press allows you to:
Reach New Audiences: Target local media for a specific audience or go big with national/international outlets for a wider reach.
Build Credibility: Being featured in reputable media elevates your brand’s trustworthiness.
How It Works in Practice
Every time you turn on the news or scroll through a site like Forbes or Grazia, you'll see experts and founders sharing opinions. Many of these people either have media connections, work with a PR agency, or pitch to journalists directly.
Here’s a 3-Step Guide to Start:
Research Your Target Media
List relevant media outlets and identify journalists who cover your niche. Find their contact info on the website or with a quick search.Identify the Right Angle for Each Outlet
Craft 2-3 story ideas that fit each media outlet’s style. Every outlet has its own angle: Buzzfeed vs. The Guardian, for example has very different ways of telling the same story. Structure each pitch with a headline, 2-3 sentences describing the story, and any unique value you can add (like an exclusive interview or fresh data).Send the Pitch and Follow Up
Email your best story title as the subject line. Keep the email short and clear, just like a cold pitch. If you get no reply, try again a month later, or consider pitching another journalist.
Paid vs. Free Opportunities
How to Know When Paid Media Makes Sense:
Worth Paying For: Print, prime media placement, or if you need to build credibility in a highly networked fields like fashion or music.
Not Worth Paying For: Outlets that are mostly ad-focused, without genuine editorial content. Also, opportunities you don’t understand yourself.
How do you find interesting stories?
Two ways: first, avoid the promotional ideas that come to mind, and really dig into what stories are trending in the press or on social media. Dig into the problems people are facing. Look at how these stories are told and shaped. Second, take a note from Alex Hormozi’s advice below 👇
Create stories—run experiments, do research, find controversies, create big ideas! In the age of “virality,” a “vanilla” approach won’t cut it.👇
On a side note, I could use your help too! If you find value in this newsletter, consider following me on Instagram for daily business tips. And if you think something on my feed might resonate with your audience or business-minded friends, a share would be appreciated. Remember, we grow together! 🙏
Final Tip: Be Patient and Build Relationships
Getting press takes time, especially with high-profile outlets. Years ago, I managed to get my local fashion brand featured in American Vogue. It only took me… a whole year of building a relationship with the editor.
As always, if you have quick questions or need a consultation on positioning your brand for media, just reply to this email—I’m here to help!
