How I Got My First Big Media Feature—and What It Taught Me About PR
For anyone in business, landing a major media feature can feel like a turning point—almost like crossing a significant milestone. It’s that moment where all the hard work, late nights, and relentless self-promotion finally pay off in a way that elevates your brand credibility. For me, securing my first big media placement was a combination of clear strategy, unwavering persistence, and, admittedly, a little luck.
At the time, I didn’t realize how much this process would teach me about the world of public relations (PR), how journalists work, and how to position a brand for long-term success. In this detailed post, I’m breaking down my steps, challenges, and key takeaways that can help any entrepreneur or business owner secure meaningful media coverage.
Whether you’re a solopreneur looking to gain traction or a small business owner eager to build authority, PR can be the driving force behind accelerated growth—and I hope my experience can serve as both inspiration and a strategic roadmap.
Part 1: The Beginning—Understanding the Power of PR
Before I landed my first major media feature, I was like many female entrepreneurs—trying everything under the sun to get noticed in a crowded market. I had launched my PR and branding business at the time, but ironically, I hadn’t leveraged PR for my brand. I knew conceptually how PR could move the needle; after all, I had been pitching journalists on behalf of clients and saw firsthand what a single piece of coverage could do for them. Yet, when it came to securing press for myself, I faced a new set of challenges and mental hurdles.
Knowing PR in Theory vs. Executing PR for Yourself
It’s one thing to know the mechanics of PR: how to write press releases, research journalists, or craft a pitch that resonates. Putting it all into practice for yourself is entirely different, especially when you’re not yet recognized as a thought leader in your industry.
In the early days, I found myself overwhelmed with questions like:
“Will anyone care about my story?”
“How do I showcase my expertise in a way that gets a journalist’s attention?”
“How do I make my pitch stand out among hundreds of emails in a journalist’s inbox?”
I quickly realized that while I understood the PR theory, I hadn’t yet honed my messaging for my celebrity entrepreneur brand. I knew how to make a client look newsworthy, but I hadn’t fully embraced how to apply those tactics to me.
Why Media Exposure Matters So Much
We’ve all heard the phrase “media exposure leads to credibility.” But why, exactly, does it matter? After spending time on both sides of the pitching process, I can sum it up in three main points:
Credibility and Authority:
When a respected journalist or publication writes about or quotes you, it implicitly honors your authority. It says, “This person’s insights are valuable and trustworthy.” This stamp of approval is incredibly powerful.
Brand Awareness and Visibility:
Even a short mention in a top-tier publication can expose your brand to thousands—or even millions—of potential customers or clients you wouldn’t have reached otherwise.
Long-Term Business Growth:
Every media mention can be leveraged for social proof, strengthening everything from your website’s about page to your social media content. Over time, this media portfolio shapes how your audience perceives you.
Starting with Zero Connections
Another challenge I faced was the lack of personal connections in the media world for my brand. It’s one thing to be an established PR professional with a network of journalist contacts for your clients; it’s another thing to position yourself as a source worth quoting. I wasn’t a household name and didn’t have a large social media following. I knew I needed to cultivate relationships and demonstrate that I had genuine expertise to share.
During this phase, I researched case studies of how other entrepreneurs broke through the noise. I noticed a pattern in their success stories: consistency, a clear brand message, and proactive relationship-building. It wasn’t about being famous; it was about being strategically valuable to journalists and their readers.
Shifting the Mindset
One of the biggest internal shifts I had to make was transitioning from a reactive mindset (“I hope a journalist finds me”) to a proactive one (“I have something valuable to share, and here’s why their readers need to know about it”).
I started approaching PR from the standpoint of genuine service. Instead of wondering how a media feature could benefit me, I thought about how my expertise could benefit the media outlet and its audience. This subtle shift had a huge impact on how I crafted my pitches, followed up, and eventually built relationships that led to coverage.
Part 2: Crafting the Perfect Pitch
Securing any media feature starts with a well-crafted pitch. A pitch is your “opening argument” to a journalist about why they should care about your story or expertise. Understanding how to make your pitch informative and compelling can mean the difference between your email being ignored versus being greenlit for coverage.
1. Finding Your Unique Story Angle
Journalists receive hundreds of pitches daily, many reading generic press releases touting a new product or service. To stand out, I needed a unique angle that resonated with the publication’s readers and tied back to my expertise.
In my first successful pitch, I focused on a timely topic: “How Small Businesses Can Compete with Big Brands Through PR.” The angle had several hooks:
Current Relevance: Many small businesses struggle to gain visibility in a saturated market, so the topic was timely and evergreen.
Expert Insight: I had firsthand knowledge of PR strategies for small businesses so that I could offer real tactics.
Actionable Advice: The pitch promised tips and takeaways that readers could implement immediately.
I learned that a strong pitch needs a clear headline or subject line that conveys its essence. Something like “Expert Reveals 5 PR Hacks Small Businesses Can Use to Compete with Big Brands” was more attention-grabbing than a generic “Press Release: New Business Consultant Announces PR Services.”
Pro Tip: A simple formula for a pitch subject line is:
[Number or Stat] + Promise of Value + Timeliness
Example: “3 Proven PR Tactics That Could Help Small Businesses Skyrocket Sales Before the Holidays”
2. Keeping It Concise
Nobody—especially busy journalists—wants to read a novel in their inbox. I ensured my pitch was direct, concise, and fluff-free. Typically, my structure looked like this:
Brief Introduction (1–2 sentences): Who am I, and why does my perspective matter?
Hook (2–3 sentences): What is my main angle or unique selling proposition for the story?
Value Proposition (2–3 sentences): How can my insights help the journalist’s readers or audience?
Direct Call to Action (1 sentence): “If this resonates, I’d love to set up an interview or provide additional details.”
This format ensures that I respect the journalist’s time while giving them enough to understand why my pitch is relevant.
3. Personalization Matters
If there’s one cardinal sin in media pitching, it’s blasting out the same generic pitch to a huge list of journalists. Personalization can be the secret sauce that makes a journalist read your email. Here’s how I approached personalization:
Research the Journalist: I read at least two to three recent articles they had written to get a feel for their style and the topics they covered.
Reference Their Work: In my pitch, I might mention how I enjoyed their recent coverage of a related topic. For example, “I loved your article on how e-commerce startups leverage social media. I noticed you touched on PR briefly, and I wanted to offer some specific strategies I’ve found effective in my work with small businesses.”
Connect the Dots: I explicitly explained why my story or insights would be a valuable follow-up or complement to their past work.
By doing this, I showed that I respected their time enough to do my homework and wasn’t sending a mass pitch to every journalist in the industry.
4. Timing Your Pitch
Timing is an often overlooked component. Journalists work with editorial calendars and deadlines and are influenced by seasonality, breaking news, and industry events. If I were pitching an idea tied to a major holiday or an upcoming industry conference, I’d send my pitch a few weeks in advance to give the journalist time to consider it.
For instance, if I wanted to discuss “Last-Minute PR Strategies for Holiday Campaigns,” I’d pitch in late October or early November when many publications were planning their holiday coverage.
5. Building a Targeted Media List
Before firing off any pitches, I built a targeted media list—essentially a spreadsheet of journalists, editors, and publications aligned with my niche. I categorized this list based on the following:
Tier 1 Media: Major outlets with a high readership that could skyrocket my visibility (e.g., Forbes, Entrepreneur, The Wall Street Journal).
Tier 2 Media: Niche industry publications with a loyal, targeted audience relevant to my business.
Tier 3 Media: Local newspapers, smaller blogs, or podcasts where I could hone my message and build initial momentum.
Having this organized list made it easier to keep track of who I had already pitched when I pitched them and when it was time to follow up or move on.
6. Adding a Human Touch
One of the lessons I learned early on is that journalists are humans who appreciate genuine communication. My tone was conversational, friendly, and helpful—but never desperate. I risked damaging a potential relationship if I came across as too pushy or insincere.
Part 3: The Waiting Game—and the Art of the Follow-Up
After sending my carefully crafted pitches, the reality set in: waiting is an inevitable part of the process. I remember the anxiety-filled days of refreshing my inbox every hour, hoping to see a positive response. More often than not, what I saw was silence.
1. Embracing Persistence
It’s essential to realize that journalists are extremely busy. Silence doesn’t necessarily mean “no.” It might mean, “Not right now,” “I didn’t even see your email,” or “I’m drowning in deadlines.” That’s why polite follow-ups are crucial.
My Follow-Up Strategy
Wait 5–7 Days: I typically waited around a week before sending a follow-up. This gave the journalist time to catch up on emails and prioritize story ideas.
Short and Sweet: My follow-up concisely reminded me of my initial pitch. Example:
“Hi [Name],
I'm following up on my pitch from last week about small business PR strategies. I’d happily provide more details or adapt the angle to fit your upcoming editorial needs. Thanks for your time!”
One or Two Follow-Ups Max: If I didn’t hear back after a second follow-up, I assumed they weren’t interested. However, I kept that journalist on my radar for future, perhaps more relevant pitches.
2. Understanding Rejection (and Non-Responses)
Another tough pill to swallow in PR is rejection—or worse, indefinite silence. It’s easy to take it personally, but I learned early on that “no” often means “not at this time” or “we’re not covering that angle right now.”
Whenever I received a polite decline or no response, I’d note it in my tracking spreadsheet and move on. In some cases, I’d revisit the journalist in a few months with a new or updated pitch.
3. The Breakthrough: A Journalist Responds
After about three weeks of carefully sending pitches and follow-ups, I finally received the email I’d been waiting for. A journalist from a well-known business publication replied:
“Love your angle on small businesses competing with big brands through PR. Could you provide some stats or examples of campaigns you’ve run that were particularly successful?”
My adrenaline rushed. This was my shot. I knew I had to provide compelling, immediately useful information to clinch the story. I responded with a concise summary of case studies (disguising confidential client details), relevant statistics on how PR impacts small businesses and a personal anecdote of a small brand that saw a significant uptick in visibility after implementing certain PR tactics.
A few days later, the journalist set up a quick phone interview to gather more insights. I prepared talking points ahead of time, anticipating questions like:
How do small businesses find the right angles to pitch journalists?
How can a business with a limited budget significantly impact PR?
What mistakes should new companies avoid when trying to get media coverage?
4. The Feature Goes Live
When the article finally went live, it was surreal. Seeing my name and quotes prominently featured in a major business publication felt like a validation of the time and energy I’d invested. The immediate aftermath was a spike in website traffic, a flurry of social media shares, and several new client inquiries.
Here’s what I noticed:
Increased Credibility: Prospective clients who saw the article assumed I was an authority. This opened the door to speaking engagements and panel discussions.
New Media Opportunities: Once you have one credible media mention, other outlets are more inclined to feature you. I started receiving inbound requests for interviews.
Boost in Morale: Beyond the tangible benefits, being featured felt rewarding on a personal level. It reinvigorated my belief in my own expertise and business mission.
Part 4: Lessons Learned—What My First Big Media Feature Taught Me About PR
Landing that first major media feature was more than just a publicity win. It became a transformative learning experience that reshaped how I approached PR and business growth. Below are the core lessons I gleaned.
1. Strategy Over Luck
It’s tempting to think media wins are just a matter of good fortune or having the right connections. While connections can help, I learned that success in PR boils down to strategy and persistence. Even someone with no prior media relationships can break through if they craft a compelling angle, pitch the right person, and follow up diligently.
Action Step: Before sending any pitch, ask yourself, “Is this newsworthy? What’s unique here? Why should anyone care right now?” If you don’t have a convincing answer, refine your angle until you do.
2. Provide Genuine Value
PR isn’t about shouting your brand’s name from the rooftops; it’s about offering something valuable to the audience. Journalists care about their readers first. If your pitch is purely self-promotional, it’s likely to be ignored.
Action Step: When writing your pitch, highlight what the reader gains from your insights, not how great your product or service is.
3. Follow-Up is (Almost) Everything
A journalist may miss your first pitch between the editorial calendars, deadlines, and the onslaught of daily emails. Following up—politely—is essential. That doesn’t mean you nag them daily; it means giving them a gentle nudge.
Action Step: Set up a simple reminder system—this could be a spreadsheet or a PR management tool—to alert you when it’s time to follow up. Keep your follow-up short and reference your initial pitch.
4. Leverage Your Wins
After that first media mention, I made the most of it. I shared it on social media, included it in my email newsletters, and referenced it in future pitches to establish credibility. This created a snowball effect.
Action Step: The moment you secure coverage, develop a plan for repurposing and showcasing it. Update your website press page, share excerpts on social media, and consider using quotes in marketing materials.
5. Build Relationships, Not Just Placements
Over time, you’ll realize that fostering relationships with journalists, editors, and other media professionals leads to more sustainable coverage. Instead of treating each pitch as a one-off transaction, consider how to add value, even when you’re not pitching continuously.
Action Step: Track journalists who show interest in your angles. Engage with them on social media, comment on their articles, and share relevant updates or resources that could spark new story ideas.
Part 5: Deeper Dive—Expanding Your PR Arsenal
While a standout pitch is the backbone of any PR campaign, you can use several additional strategies to increase your visibility and chances of landing that coveted first feature. Here are some that worked for me (and many I discovered along the way).
1. Thought Leadership Content
One highly effective way to position yourself as an expert is by creating thought leadership content—op-ed articles, guest posts, and LinkedIn articles highlighting your unique viewpoints. If you can secure placements on credible blogs or industry sites, you can leverage those pieces when pitching mainstream outlets.
Targeted Blogs: Identify reputable blogs or websites where your industry peers and clients frequently go for insights. Offer to write a guest post.
LinkedIn Publishing: LinkedIn’s built-in audience often includes journalists looking for experts. Publish well-researched articles on topics you want to be known for.
Medium and Other Platforms: Platforms like Medium allow you to reach new audiences and showcase your writing skills, which can also get noticed by editors and journalists.
2. Speaking Engagements and Events
Another way to boost your PR profile is to speak at conferences, workshops, or online summits. By sharing your expertise in a live or virtual setting, you position yourself as a knowledgeable resource—something that journalists look for in potential sources.
Local Meetups: Check out community business gatherings. Even small talks can provide social media content and press releases highlighting your authority.
Webinars and Podcasts: Partner with other entrepreneurs or industry experts to host joint webinars. Post-event, you can pitch this content to relevant publications, showcasing your knowledge and collaborative spirit.
Conference Panels: If you secure a panel or keynote spot at a notable conference, generate social media buzz by tagging relevant journalists or industry publications in your posts.
3. Networking with Journalists on Social Media
Platforms like Twitter and LinkedIn can be gold mines for building journalist relationships. Many journalists post about their upcoming stories or research needs on these platforms.
Twitter Lists: Create a private Twitter list of journalists you’d like to connect with or those in your industry. Engage with their tweets meaningfully (retweets, thoughtful comments).
LinkedIn Connections: Sending a connection request with a personalized note can open a dialogue. Don’t pitch immediately; focus on building rapport by commenting on their posts or congratulating them on professional milestones.
Use Hashtags Wisely: On Twitter, hashtags like #journorequest (popular in the UK) or following #PRRequest can reveal opportunities to share your expertise.
4. Crafting Newsworthy Events or Stunts
While unsuitable for everyone, hosting a unique event, workshop, or creative PR stunt can garner media interest. The key is to ensure the event is genuinely newsworthy and not just a gimmick.
Community Involvement: Partner with a local charity or run a donation drive that ties into your brand values. Human interest stories often catch journalists’ eyes.
Data-Driven Reports: Conduct a small survey or research study relevant to your industry and publish the results. Media outlets love exclusive data, especially if it highlights emerging trends.
Creative Campaigns: If your brand voice allows it, a quirky or unconventional campaign can spark conversation.
Part 6: Common Mistakes to Avoid
Through trial and error, I identified several pitfalls that can sabotage a good PR plan. Learning to sidestep these mistakes can save you time, frustration, and missed opportunities.
1. Sending Generic Mass Pitches
As mentioned, journalists can spot a generic pitch a mile away. If your email doesn’t address them by name, reference their specific beat or recent articles, and show an understanding of their audience, it’s probably heading to the trash folder.
Solution: Always personalize. Take the time to customize each pitch to the journalist’s interests and editorial style.
2. Overemphasizing Self-Promotion
If the core of your pitch is “Look how amazing I am!” it’s unlikely to resonate. Journalists need content that informs, inspires, or intrigues their audience—not a sales pitch.
Solution: Focus on the audience’s benefits, relevant trends, or fresh data that enhance the publication’s value to readers.
3. Neglecting the Subject Line
Your subject line is the first (and sometimes only) chance to grab a journalist’s attention. A weak subject line often results in your email never being opened.
Solution: Aim for clarity + curiosity. Keep it succinct and highlight your unique angle or value proposition.
4. Not Respecting Deadlines
Journalists work under tight deadlines; if they respond that they need more information, you must be ready to supply it promptly. Delaying can mean they move to another source.
Solution: Prepare a press kit or folder of resources (headshots, bios, data, case studies).
5. Failing to Build Ongoing Relationships
Securing one media feature is great; nurturing that relationship for future coverage is even better. Many entrepreneurs skip this step, constantly looking for new journalists instead of maintaining existing relationships.
Solution: After a successful story, send a thank-you note. Stay in touch with the journalist on social media and offer them new angles or data in the future.
Part 7: Making the Most of Your Feature—Post-Publication Strategies
Once your first big feature goes live, the journey isn’t over. It’s just beginning. How you leverage that media mention can significantly amplify its impact.
1. Share Across All Platforms
Website: Post a link or excerpt on your homepage or a dedicated press page. If the media outlet allows, include an official logo with a caption like “As Seen In…”
Social Media: Write a short, engaging caption explaining why the feature matters to your audience. Tag the publication and the journalist (if appropriate).
Newsletter: If you have an email list, share a brief story of how you secured the feature and the key takeaways for your subscribers.
2. Use It in Sales and Marketing Materials
One of the most overlooked benefits of PR is its power to boost conversions. Add notable media mentions to your sales decks, proposals, and email signatures. Clients often perceive that if you’re good enough for a major publication, you’re likely good enough for them.
3. Create Spin-Off Content
Repurpose the feature's main points or quotes into blog posts, LinkedIn articles, or short videos. Expand on your insights or address audience questions that arise from the article. This creates a content ecosystem that drives further engagement.
4. Thank the Journalist and Keep the Relationship Alive
Send a genuine thank-you note to the journalist or editor who featured you. This small gesture shows appreciation and sets a positive tone for future collaborations.
Part 8: Mindset Shifts for PR Success
Beyond the tactical steps, I realized that a significant component of PR success lies in the mindset you bring to the table. Here are some mindset shifts that helped me navigate the often unpredictable world of media outreach.
1. Confidence Without Arrogance
Journalists want credible experts, but there’s a fine line between confidence and boastfulness. Showcasing your expertise is essential; do it in a way that underscores how your knowledge benefits the audience.
2. Patience and Persistence
PR is rarely an overnight success story. Sometimes, it can take weeks or months to land a single feature. Consistent pitching, follow-ups, and relationship-building eventually pay off.
3. Resilience in the Face of Rejection
You will get ignored. You will get turned down. You might even get negative feedback. It’s part of the journey.
4. Curiosity and Adaptability
Stay curious about emerging media trends and new storytelling formats. If video segments are on the rise, consider how you can position yourself for on-air interviews. If podcasts are booming, pitch yourself as a podcast guest with a compelling angle.
Part 9: Case Studies—Examples of PR Success
To illustrate further, let’s explore brief case studies of two fictional entrepreneurs who used similar PR strategies to land their first big feature.
Case Study 1: The Sustainable Fashion Brand
Founder: Emma, a former fashion buyer who launched a line of eco-friendly clothing.
Challenge: As a relatively new brand, Emma struggled with standing out in the crowded sustainable fashion space.
Strategy: Emma decided to conduct a mini-research study on how consumers perceive fast fashion versus sustainable options. She then pitched her findings—along with practical consumer tips—to an environmental publication.
Result: The publication ran a story that cited Emma’s data and quoted her brand as an example of sustainability. Emma’s website traffic increased by 40% post-feature, and she secured partnerships with two boutique retailers who discovered her through the article.
Case Study 2: The Holistic Wellness Coach
Founder: James, a certified nutritionist and mindfulness practitioner.
Challenge: The wellness coaching market is saturated, making it tough for James to showcase his unique perspective.
Strategy: James capitalized on the rise in mental health awareness following the pandemic. He crafted a pitch around “Mindful Eating Practices for Remote Workers,” combining statistics on remote work stress with practical, easy-to-implement solutions.
Result: A popular lifestyle blog picked up his pitch, featuring James’s step-by-step approach. His calendar was filled with consultation requests, and he was later invited to speak on a health-focused podcast.
In both examples, the entrepreneurs didn’t rely on generic brand promotion. They provided valuable insights, data, or tips that resonated with a timely topic. The media features not only boosted visibility but also solidified their credibility.
Part 10: Final Thoughts—Your Roadmap to Your First (and Not Your Last) Media Feature
Landing my first big media feature was indeed a game-changer. It opened doors I didn’t know existed and taught me priceless lessons about how PR works. It’s not about being famous or having a massive following. It’s about:
Researching the Right Publications and Journalists: Don’t pitch unthinkingly.
Crafting a Unique, Value-Driven Angle: Journalists need fresh perspectives that help their readers.
Persisting with Polite Follow-Ups: Consistency separates successful pitches from forgotten ones.
Leveraging Your Wins: Each feature is a stepping stone to bigger opportunities.
Your Action Plan
If you’re ready to secure your first media feature, here’s a distilled, step-by-step action plan:
Clarify Your Expertise: Write down your top 3–5 areas of expertise or the unique selling points of your brand.
Identify Target Publications: Compile a list of at least 10–15 outlets (big and small) relevant to your niche.
Research and Personalize: Find the journalist or editor who covers your topic for each outlet. Study their recent articles, and craft a pitch that references their work.
Craft a Compelling Subject Line: Ensure it promises value and piques curiosity.
Keep Your Pitch Succinct: 6–8 sentences max, outlining who you are, why your story matters, and how it benefits their readers.
Follow Up Strategically: Send a follow-up after about a week, then possibly another 5–7 days later if you still hear nothing.
Be Ready to Deliver More Info: If a journalist bites, respond promptly with additional data, case studies, or interview availability.
Leverage the Coverage: Share your feature everywhere—on the website, social media, newsletters, and sales decks—and watch your credibility soar.
Beyond the First Feature
Remember that PR is an ongoing journey. Once you have that first feature, capitalize on the momentum. Keep relationships warm by staying in touch with journalists, sharing valuable content, and remaining open to new angles. Eventually, you might become a go-to source in your field—someone journalists reach out to proactively when they need expert commentary.
One Last Note: Don’t get discouraged if you don’t see immediate results. Building a robust PR presence takes time, energy, and consistency. But once you see how one significant feature can amplify your brand, you’ll understand the long-term value of a well-executed PR strategy.
My first major media feature was more than just a milestone—it was a masterclass in how to approach public relations strategically and value-driven. From crafting a pitch that resonates to following up persistently and leveraging every win for greater impact, each step of the journey revealed how integral PR is to building authority and fueling business growth.
If you’re on the fence about getting into PR, consider this your invitation to get started. You don’t need to be a celebrity or have thousands of followers. You need a compelling story angle, genuine expertise, and the willingness to communicate your value respectfully and persistently to the right journalists.
Ultimately, PR is about forming connections, sharing knowledge, and helping others through your expertise—while growing your brand’s visibility in the process. Once you land that first feature, you’ll see firsthand how powerful media coverage can be, attracting new customers or clients and validating your business’s place in the market. And that, as any entrepreneur will tell you, can be a game-changer. So, here’s to your first big media feature—many more to come.
