Digital PR
Media Coverage: How to Earn Press That Helps the Business
A practical guide to media coverage, with clear steps, common mistakes, and answers to the questions teams ask before they act.
•MEDIA RELATIONS
Media Relations Services
Put a story worth covering in front of the journalists who already write about your market.
Get your announcement in front of journalists who already cover your market. We shape the angle, build the list, pitch individually and report the coverage, links and declines.
Media Relations Services
Get your Media Relations strategy today
•Why Suff Digital
We start with the story, not the size of the list.
Wire distribution can publish a release, but it does not create earned coverage. We start with the story, build a short verified media list and pitch journalists individually, then report what ran, what linked and what declined.
Speak with a specialist •
Matt Suffoletto
Founder & CEO
Kriszta
Chief Operating Officer
Tony
Partnership Director
What Our Media Relations Services Include
Within digital PR, outreach connects a credible story with the journalists whose readers need it.
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•Finding the angle
We read what reporters on your beat published recently, then work backwards to the data, expertise or announcement your company can genuinely contribute. The angle is settled before anyone opens a contact list.
•Building the media list
Every name earns its place through a recent, relevant byline. We record the outlet, the beat, the last piece on the topic and whether that publication links its sources. A media contacts database or media list template can organize the work, but neither can make the judgment.
•Writing the pitch one reporter at a time
Each pitch is written for that publication and that person, not merged from a template. The list stays small enough that the email does not read like it went to four hundred people.
•Press release writing and filing
Where a launch needs a formal record, we write a quotable release and file it through a wire. To see the structure first, our guide to writing a press release sets out each part and what it is for.
•Embargoes and exclusives
When a story is stronger given to one desk first, we agree the terms in writing, sequence the rest of the outreach behind it and make sure your team does not post early.
•Tracking what ran and what it earned
Every placement is logged with the outlet, writer, date, URL and link status. Syndicated copies are listed apart, so the report shows editorial pickup rather than one inflated total.
•Problems
Why most press pitches get ignored
Outreach usually fails for a reason you can name: the story was wrong for that desk, the reporter had moved on, or saying yes was more work than the journalist had time for.
Get a free media outreach review •01
The pitch went to a general newsroom inbox
A general press address is a crowded queue, and a contact from a two-year-old export usually belongs to someone who changed beats. We check the current byline first, so the pitch reaches a person who could actually run it.
02
The release is being treated as the strategy
A wire puts your announcement onto a network. It cannot make an editor care. If you are weighing what that really buys you, our worked media pitch examples show the difference between filing a release and giving a reporter a story they want.
03
The embargo was never actually agreed
An embargo is an agreement, not a label you paste into an email. If half the list never confirmed it, one early post breaks the launch. We keep the list small enough to confirm terms outlet by outlet.
04
Reporter interest stalls without approved assets
A yes can evaporate while your team hunts for a headshot or an approved quote. Two days is long enough for the piece to publish without you, so we clear the material before the first pitch.
05
Every pitch goes to the same ten mastheads
The biggest names are not always where your buyers are. Trade titles, regional business desks, newsletters and podcasts often reach more of the people you sell to, and are likelier to run it.
06
The coverage runs without a link
Being named in an article and being linked from it are different outcomes. We give the writer linkable source material up front, then read the published piece. Anything naming you without a link goes to our media monitoring and reclamation work.
•Media outreach process
Our Media Relations Process
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Phase 01
Phase 1
Agree the story before anything else
We review recent coverage in your category, interview the people closest to the story, and land on two or three angles worth taking to a desk. If nothing survives, we say so first.
Phase 02
Phase 2
Build and check the list
Each reporter is added for recent, relevant work, then checked against what they publish now. The list is grouped by audience fit and by which outlets historically link their sources.
Phase 03
Phase 3
Get the assets cleared
Quotes, bios, headshots, data and the page we want linked are approved first, so a yes never stalls while legal or brand catches up.
Phase 04
Phase 4
Pitch in a deliberate order
Where an exclusive or embargo is in play, the rest of the outreach sits behind it. Otherwise pitches go out individually, timed to when that publication actually works.
Phase 05
Phase 5
Follow up once, then move on
We follow up once where it is warranted. After that the effort goes into reactive opportunities and the next angle, not resending a pitch already passed over.
Phase 06
Phase 6
Report what ran and what did not
You get live coverage, links, syndication, declines and the reasons given. That record sets the targeting for the next cycle instead of a guess.
•Demand
Your buyers are already reading about this problem.
Media relations services put your company inside the articles those people already trust, before anyone thinks to search your brand. The value is highest when the publication, its audience and your story line up. That is why we pick targets on audience fit rather than the size of the masthead.
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Targets chosen for audience fit, not prestige
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Angles built on something the desk can use
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Branded search tracked alongside placements
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Pitches that were declined still reported
•What survives
An earned article keeps working long after launch week.
An article a journalist chose to publish can keep ranking, sending traffic and being cited by other writers for years. The relationships and notes behind it stay useful, so the next announcement does not start from an empty spreadsheet.
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Earned articles stay live long after the work ends
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Editorial links keep passing authority
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Reporter history and notes handed over
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Assets reusable for the next announcement
•Media outreach deliverables
Media Relations Deliverables
You get the preparation, outreach record, placements and link status for every media campaign.
Month One
Preparation
✓Two or three story angles, ranked
✓Media list with the byline behind each name
✓Media kit, quotes and approved imagery
✓Press release where the record needs one
✓Embargo or exclusive plan where one applies
Months 2-3
Outreach
✓Pitches written per publication
✓Follow-up handled for you
✓Reactive opportunities as they appear
✓Spokesperson briefing and scheduling
Ongoing
Reporting
✓Live log of everything that ran
✓Pitches sent, replies and declines
✓Link and follow status per article
✓Syndicated copies listed separately
Compare Media Relations Services
Compare media relations services by the quality of the story, the relevance of the list and the coverage that actually runs.
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Angle agreed before any list is built
Us
Agencies
Freelance
In-house
Media list built from recent bylines
Us
Agencies
Freelance
In-house
Pitches written one reporter at a time
Us
Agencies
Freelance
In-house
Wire distribution reported separately from coverage
Us
Agencies
Freelance
In-house
Declined pitches and the reason reported
Us
Agencies
Freelance
In-house
List and reporter notes handed back to you
Us
Agencies
Freelance
In-house
Suff Digital
Other agencies
Freelancers
In-house / DIY
Angle agreed before any list is built
Media list built from recent bylines
Pitches written one reporter at a time
Wire distribution reported separately from coverage
Declined pitches and the reason reported
List and reporter notes handed back to you
Find out whether your story is worth a reporter's time.
Tell us what you are announcing and we will say plainly which desks would care and which would not.
•Frequently asked questions
Common Questions
Wire pricing moves with the provider, the geography, the word count and whether multimedia or financial-terminal reach is needed, so we do not publish another company's rate card. We get current quotes for your announcement and keep the wire fee separate from the media relations services fee.
•Learn more
Digital PR guides
Longer reads on the same subject, written by our senior team.
Digital PR
Media Pitch Examples That Get Replies
Media pitch examples that landed coverage, with the subject lines and structure that make journalists respond.
Digital PR
Press Release Template: Structure That Gets Read
A press release template that reporters actually read, with each section explained and an example.
Digital PR
Press Release Examples That Earned Coverage
Press release examples worth copying, with the angle and structure behind each one.
Digital PR
Media Kit Examples: What to Include
Media kit examples and a checklist of what to include so journalists have everything they need.
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•Ready for real growth?
Start with the story, then build the list.
Tell us what your company can credibly say and which publications you want to reach. A senior strategist replies within one business day with the angles worth pitching and where we would take them.
✓The strategist on your account writes the pitch
✓Reply within one business day
✓Clear scope before outreach starts
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Media Relations Reviews