General Business

6 Steps To Begin Press Outreach

Public relations (PR) is the practice of deliberately managing the spread of information between businesses and the public using media sources. It is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. PR differs from advertising in that PR is about earned coverage. PR is a third-party editorial endorsement of your business, product, book, non-profit, etc. It provides content that can be used over and over again on your website, social media and marketing proposals.

When is the Right Time to Start Press Outreach? Today. Whether your business has been around for years or if you launched recently, there is no better time than today to begin media outreach. There is never a guarantee as to when an interview or story will appear; so, the sooner you begin reaching the press, the sooner coverage will appear.

Have an Updated Website and Social Media Pages Prior to Launching a PR Program. Journalists and producers will be looking to see that your business is active on social media. A website can be as simple as
a business overview, biographies, headshots, products or services, and images along with links to outside
sales sites.

Effectively Pitch the Press to Reach Target Audiences. The tradition of who, what, where, why and how continues to be the basis of any media coverage. Start by understanding your business goals and the newsworthy business offerings. What’s the “meat” in your story? How do you stand out? Write a short pitch to distribute to targeted media contacts.

Research Target Media. Potential buyers, whether consumer or business-oriented, wear many hats. Research appropriate digital and print press as well as trade outlets, blogs, podcasts and more. Magazines and trade media work months in advance. Online media tends to have shorter lead times. Podcasts run the gamut. Some record months ahead while others air live. Have a variety of press in the mix to keep the business in the press on a consistent basis.

Be Prepared to Ship Products to Journalists. If you have a product or book, be sure to have items available to send to members of the press. Do not ship any products unless requested. Wait at least three weeks before following up via email with interested journalists.

Share, Post and Repost. Once reviews, interviews or quotes appear, take advantage of sharing on business and personal social media pages to increase eyeballs. Be sure to tag the media outlet and, if available, the reporter.

About the Author: Andrea Pass has been in the public relations field for more than 30 years and has represented a wide range of businesses, consumer products and authors. Visit

To access more business news, visit NJB News Now.

Related Articles: