Stop Begging for Headlines—Earn Them
Smart, no-fluff tactics to get outlets talking about your product, service or cause.
Landing real press is brutal. Newsrooms are understaffed, inboxes are clogged, and every founder with a Wi-Fi signal thinks their launch is “game-changing.” The good news? Most brands pitch like amateurs. Nail the fundamentals below and you’ll vault ahead of 90 percent of the noise.
1. Write a Release That’s Actually News
Skip the fluffy adjectives. Lead with a fact a journalist can’t ignore—unique tech, first-in-market data, a surprising cultural hook. Put the “so what?” in the first sentence, keep it under 400 words, and include one quotable sentence from a real human with a title (not “our visionary CEO”). Attach high-res images, include a caption.
2. Snipe, Don’t Spray
Build a target list of ten reporters who already cover your niche. Read three of their pieces, quote something back to them when you pitch, and show why your story extends their beat. Mass-mailing “beauty@” inboxes is how brands end up in the trash.
3. Turn Your Feed into a Newsroom
TikTok demos, Instagram Reels, LinkedIn think-pieces—every platform is a stage. Treat each post like micro-PR: tight hook, quick payoff. The more social proof you stack, the easier it is for an editor to green-light a story.
4. Borrow Other People’s Cred
Influencers are the new assignment editors. Send product to five mid-tier creators who actually use similar items, give them zero scripts, and repost their honest takes. Raw endorsements beat glossy ads and often spark “Saw this on TikTok—got a press release?” emails from journalists looking to surf the trend.
5. Ship Samples Like You Mean It
No one writes about lipstick they haven’t worn or supplements they haven’t tasted. Personalize the box (handwritten note wins), include a one-pager with talking points, and follow up once—politely. Forced enthusiasm is a career killer.
6. Make It an Event
A pop-up with tactile demo, backstage access, or even a short live-streamed panel can create FOMO in the exact people you want to court. Reporters remember experiences with story potential; traditional Zoom briefings rarely get attended and if they do will rarely move the needle.
7. Find the Angle Nobody Else Owns
Tie your product to a breaking cultural conversation—sustainability stats, a viral style trend, a celebrity moment—but add contrarian insight. “Everyone’s talking glass packaging; here’s why we stayed with aluminum and cut carbon by 40 percent.” Editors love a fresh slant that challenges the echo chamber.
8. Milk Your Email List
If your news release or pitch letter isn’t teasing exclusives, offering early access, and highlighting press hits, you’re leaving free amplification on the table. Loyal subscribers are your first wave of clicks—show editors you come with an engaged audience baked in.
9. Ride the News Cycle Like a Pro
Set Google Alerts for category keywords plus “study,” “report,” and “trend.” When something spikes (think “slugging” or “quiet luxury”), fire off a two-sentence expert comment and a link to your product within an hour. Speed beats perfection.
10. What Does It Mean to "Hijack the News"?
Newsjacking—or “hijacking the news”—is when a brand, spokesperson, or expert inserts themselves into a breaking news story or trending topic with relevant commentary or a unique angle. The goal is to ride the wave of public attention while adding value to the conversation. Done right, it earns free press. For example, if a major skincare recall hits the headlines, and you’re a dermatologist or run a clean beauty brand, you might offer journalists a quick quote about ingredient safety or how consumers can protect themselves. The key is speed, relevance, and credibility—not exploiting tragedy or forcing a connection that doesn’t exist. When you’re first, insightful, and on-message, newsjacking turns headlines into headlines about you.
11. Play the Long Game
Journalists are humans with inbox PTSD. Share their work, DM a genuine compliment, and don’t pitch every time you talk. Invest in the relationship, and six months from now your courtesy ping may turn into a feature.
The Bottom Line
Media coverage isn’t luck—it’s leverage. Treat every touchpoint like currency: valuable, scarce, and tracked. If what you’re sending can’t survive a reporter’s forward to their editor without extra explanation, rewrite it. Do that relentlessly and you won’t have to beg for exposure; the coverage will chase you. Thank you—and that’s a critical question. Here’s the no-spin answer:
Yes, anyone can attempt this.
But not everyone should.
If you're a solo founder, indie brand, or strapped startup, DIY PR is often your only option—and that’s okay. With focus, discipline, and a decent writing style, you can earn media coverage. That’s especially true in niches like beauty, fashion, wellness, and lifestyle, where direct relationships and social proof matter more than bloated agency retainers.
That said…
Here’s when hiring a PR pro is worth it:
1. You’re scaling fast and need real reach.
If you’ve just raised funding, landed retail partnerships, or are launching nationally, PR isn’t optional—it’s acceleration fuel. Pros come with the Rolodex, the strategy, and the time to do it right.
2. You’ve hit a ceiling.
Maybe you’ve gotten a few hits (blog mentions, small outlets), but big media won’t bite. A seasoned PR person knows how to reframe your story for earned interest, not just product placement.
3. You don’t have 10+ hours/week to do it yourself.
PR takes real time—researching reporters, personalizing outreach, writing, following up, managing samples, prepping for interviews. If that’s time better spent running your business, delegate.
4. You need crisis planning or brand rehab.
Let’s be blunt: if you’re dealing with a recall, backlash, or public controversy, hire someone who eats media fires for breakfast. This is not the moment for amateur hour.
So what’s the smart play?
If your budget is tight but your time is flexible: start DIY. Use the strategies from the article, test what resonates, and build media muscles.
If you have more money than hours—or higher stakes: hire a pro, even if just for a 3-month sprint. Make sure they show you their press wins, not just a proposal deck.
If you’re somewhere in between: consider a hybrid—a consultant who helps with strategy and copy while you handle the outreach. You’ll learn the ropes and get results.
Bottom line:
PR is doable without a publicist—but great PR isn’t an accident. It’s an investment in message, momentum, and media trust. Whether you DIY or hire help, the work still needs to be smart, strategic, and audience-first. That’s what gets coverage.
Have you cracked a counter-intuitive tactic that worked? Drop it in the comments—let’s crowd-source some smarter PR.