When most people think about PR, they picture a published article or a short burst on the TV news. But media coverage comes in many shapes and sizes and smart businesses use a mix of them to raise their profile and build credibility.
Understanding how media attention works can help you identify the right opportunities, tailor your message and become the kind of source journalists actually want to hear from.
1. News stories
This is the most traditional form of media coverage. Your business, campaign or announcement features in a story written by a journalist. Sometimes it’s the main focus, sometimes it’s part of a broader piece.
To land a news story, you need to have a newsworthy angle – something that’s timely, relevant and interesting from the media’s point of view. It’s not just about what you want to announce, but why it matters to their audience. This might include:
- Launching an interesting new offer, product or service
- Sharing insightful data or research
- Responding to a trending topic in your industry or region
- Winning a major award, contract or client
The best way to share this kind of news is via a media release – a concise, well-structured summary of the key facts and quotes that journalists can use to build a story. But it’s not just about writing the release. You also need to target the right outlets and pitch it to the right journalists, showing them exactly why their readers or viewers will care.
2. Op-eds
Opinion pieces (or op-eds) give you a chance to contribute directly to public discussion on their terms. These are written by you and published in your name.
Unlike a media release, an op-ed doesn’t promote your business directly. It puts forward a clear opinion, perspective or argument, usually on an issue relevant to your industry or community. Done well, it positions you as a thought leader and helps shape how people think about a topic and about you.
Good op-eds are:
- Timely and tied to a current debate or news story
- Backed by experience, evidence or first-hand insight
- Clear, concise and jargon-free
- Distinctive, offering a fresh take or challenging assumptions
Most media outlets have specific guidelines for submitting op-eds and editors will only publish a piece if it genuinely adds value for their readers.
3. Feature interviews
Not all media attention comes from media release announcements and op-eds. Journalists are often looking for expert voices to comment on trends, explain complex issues or provide human stories. This is where you or your business can be included in a feature article or profile piece – not because you have something to announce, or because you’ve put forward your opinions, but because you have specialist knowledge or informed insights.
These opportunities often come about because a journalist already knows you, usually through past PR activity like media releases, op-eds or expert commentary, but sometimes from insights you’ve shared on LinkedIn or your website.
4. Reputation building
On that note… the most powerful form of media attention is the kind you don’t have to ask for. It happens when journalists already know who you are and come to you when they need a quote, story or expert perspective.
Building this kind of reputation takes time, but it’s worth it. It starts with consistently showing up:
- Sharing insights on your blog or LinkedIn
- Speaking at events or on podcasts
- Contributing to industry discussions
- Being available (and responsive) when media opportunities arise
You don’t need to chase every angle or trend. Instead, focus on your niche and show that you understand your audience and industry better than anyone else. The goal is to become known for something, so that when a journalist is writing about it, your name is the one that springs to mind.
Smart PR is more than one-off wins
A successful media strategy isn’t about chasing every headline, it’s about choosing the right opportunities for your business and building a reputation over time.
When you understand how the media works and how your business can fit into it, you stop relying on luck and start building lasting impact.
PR isn’t just about publicity. It’s about positioning, credibility and trust. And that’s the kind of attention that pays off long after the article runs.
Need help finding your media moment? At 64 Media, we help business leaders tell and tailor stories worth telling. Get in touch to put PR to work for your business.