Getting press coverage is one of the most effective ways to build brand awareness and credibility. Unlike paid advertising, media coverage is earned, helping to establish trust with potential customers and position your business as an authority in its field.
The challenge is that journalists receive hundreds of pitches every week, and only a small percentage make it into print or online.
In this guide, we’ll explain how to get press coverage in the UK, including what makes a story newsworthy, how to pitch journalists effectively and the practical steps you can take to increase your chances of being featured.
Why press coverage matters
Press coverage is one of the most powerful ways to raise awareness of your business. Public relations focuses on earned media, coverage you’ve secured because your story is genuinely interesting or valuable to an audience.
Effective PR can help you:
- Build trust and credibility with potential customers
- Increase brand awareness
- Position your business as an industry expert
- Drive traffic to your website
- Improve your online authority through high-quality backlinks
- Create opportunities for speaking engagements, partnerships and awards
Whether you’re a start-up launching a new product or an established business looking to strengthen your reputation, media coverage can play a valuable role in your wider marketing strategy.
What makes a story newsworthy?
One of the biggest misconceptions about PR is that every business announcement deserves media attention. In reality, journalists are looking for stories that matter to their readers, not promotional updates.
Before you pitch, ask yourself whether your story has one or more of the following qualities:
It’s timely
Has something recently happened? Can your story be linked to current events, industry trends or seasonal topics?
It’s relevant
Will the publication’s audience genuinely find it useful, interesting or entertaining?
It has a human angle
People connect with people. Founder journeys, customer success stories and community impact often resonate more than corporate announcements.
It offers something new
Have you launched an innovative product, uncovered new research or identified a trend others haven’t spotted?
It includes useful data
Original statistics, surveys and industry insights often attract media attention because journalists are always looking for evidence to support their stories.
Step 1: Find your story
The foundation of successful PR is identifying a story worth telling. The key is to think beyond company announcements and consider what would genuinely interest your audience.
Potential story ideas include:
- Launching a new product or service
- Industry research or original data
- Customer success stories
- Charity partnerships or community initiatives
- Business growth or expansion
- Sustainability initiatives
- Expert commentary on industry developments
- Seasonal advice and trend predictions
- Awards or major achievements
The strongest PR campaigns combine business objectives with stories that provide genuine value to readers.
Step 2: Know your audience
Not every story belongs in a national newspaper.
One of the most common PR mistakes is sending the same press release to hundreds of journalists in the hope that someone will publish it.
Instead, think carefully about where your audience gets their information.
You might target:
Local newspapers
Ideal for community initiatives, local business growth, fundraising or regional success stories.
Trade publications
Perfect for specialist knowledge, industry research and B2B announcements.
National media
Best suited to stories with broad appeal, significant impact or strong consumer interest.
Online publications and blogs
Many digital publications actively look for expert opinions, trend analysis and practical advice that benefits their readers.
The more relevant your story is to a publication’s audience, the greater your chances of securing coverage.
Step 3: Build a targeted media list
Once you’ve identified suitable publications, it’s time to research the journalists behind them.
Rather than emailing a generic newsroom address, identify journalists who regularly cover your industry.
Take time to:
- Read their recent articles
- Understand the types of stories they cover
- Personalise your outreach
Quality always beats quantity. Sending 15 carefully researched pitches is far more effective than emailing 300 journalists with the same generic message.
Step 4: Write a strong press release
A well-written press release gives journalists the information they need to understand your story quickly and accurately. It should be clear, concise and focused on the news, rather than promotional language.
A strong press release typically includes:
- A compelling headline that clearly summarises the story.
- An engaging opening paragraph that answers the key questions: who, what, when, where, why and how.
- Supporting information that provides context, facts and any relevant statistics.
- A quote from a spokesperson that adds insight or personality.
- Boilerplate information about your business, explaining who you are and what you do.
- Media contact details so journalists can easily request interviews or additional information.
Keep your press release concise and to the point. Remember, the aim is to make it as easy as possible for a journalist to turn your announcement into a story.
Before sending your release, proofread it carefully and ensure any claims are supported with evidence. Including high-quality images or links to additional assets can also make your story more appealing and easier to cover.
Step 5: Write a compelling media pitch
Even the strongest story can be overlooked if the pitch isn’t engaging.
Keep your email short, relevant and focused on why the story matters to the publication’s audience.
A good media pitch should include:
- A clear subject line
- A brief summary of the story
- Why it’s relevant now
- Why their readers will care
- Links to supporting information or imagery
Remember, journalists are busy. Make it as easy as possible for them to understand the value of your story within the first few sentences.
Step 6: Follow up professionally
If you haven’t received a response, it’s perfectly acceptable to send one polite follow-up email.
However, avoid repeated chasing or calling journalists unnecessarily.
A good rule of thumb is:
- Wait a few days before following up.
- Keep your message brief.
- Accept that not every story will be suitable for every publication.
Professional, respectful communication helps build long-term relationships that can benefit future PR opportunities.
Common reasons businesses don’t get press coverage
If your story isn’t getting traction, it doesn’t necessarily mean your business isn’t interesting.
Often, it’s because of avoidable mistakes such as:
- The story isn’t genuinely newsworthy.
- The pitch is too promotional.
- The wrong journalist was contacted.
- The email lacks a clear news angle.
- The story has already been widely covered elsewhere.
- The timing isn’t right.
- The pitch is too long or difficult to understand.
Reviewing your approach can significantly improve your success rate over time.
Can small businesses get press coverage?
Absolutely.
In fact, local businesses and smaller organisations often have an advantage because they can offer authentic, community-focused stories that larger brands can’t.
Journalists regularly cover:
- Local success stories
- Innovative start-ups
- Community projects
- Charitable initiatives
- Founder journeys
- Local events
You don’t need to be a household name to earn valuable media coverage, you simply need a story that people care about.
When should you work with a PR agency?
While many businesses begin by managing PR themselves, there often comes a point where professional support can make a significant difference.
A PR agency brings:
- Established media relationships
- Strategic campaign planning
- Experienced copywriting
- Stronger news angles
- Faster media outreach
- Ongoing reputation management
Perhaps most importantly, an experienced PR team knows what journalists are looking for and how to position your business in a way that maximises your chances of coverage.
Start building your PR strategy today
Getting press coverage in the UK isn’t about sending hundreds of emails and hoping for the best. It’s about understanding what makes a story newsworthy, identifying the right publications and building genuine relationships with journalists.
With the right strategy, businesses of all sizes can secure meaningful media coverage that builds credibility, increases visibility and supports long-term growth.
Whether you’re launching a new product, sharing industry expertise or looking to raise your profile, we’d love to hear about your goals and explore how we can help. Visit our contact page to arrange a chat!
Wondering how to find the right PR agency for your business? Check out our guide on How to Choose a PR Agency.
