Earning media coverage can feel elusive, especially if you’re not a large corporation or political voice. But the reality is, you don’t need a massive budget or advertising spend to have your story told. You just need something newsworthy, a clear strategy, and the right message.
At Pure Public Relations, we specialise in helping businesses secure earned media, backed by our Guaranteed Media Coverage offer. Here’s how you can do it too, without paying for ads.
1. Create Your Own News
Newsrooms are constantly looking for fresh, relevant content. One of the most effective ways to get noticed is to create something worth reporting on.
- Commission original research or conduct surveys relevant to your industry. If your findings speak to a current issue or reveal new insights, journalists are more likely to cover it.
- Leverage public data by analysing and contextualising it in a way that speaks to your audience. For example, a local business might analyse council reports or ABS data to highlight consumer trends or economic shifts.
Your goal is to offer value through insights that the media hasn’t seen yet.
2. Tap into What the Media Is Already Talking About
Being reactive can be just as powerful as being proactive.
Media outlets respond quickly to developing stories. If you can offer credible commentary or insight, especially when a story aligns with your expertise, you can insert your business into the conversation.
- Monitor trending topics across news, social media, and your sector.
- Position yourself or your business as a thought leader by responding quickly and appropriately.
- Offer context, clarification, or expert opinion that adds value to the conversation.
This approach, often called ‘newsjacking’, only works when your input is relevant and timely. Done well, it opens the door to significant media exposure.
3. Offer a Solution in the Midst of Conflict or Debate
Media thrives on tension. But you don’t need to manufacture controversy to get noticed.
Instead, observe where conflict or debate already exists, across industry regulation, consumer behaviour, ethics, or business practices, and offer your perspective as a problem-solver.
- What is your audience uncertain or worried about?
- What challenge are your clients navigating?
- Can your business offer a credible, evidence-based solution?
Being the calm voice of reason in a noisy debate not only attracts coverage, it builds trust.
4. Think Beyond the Standard Press Release
Getting media attention isn’t about sending out a generic press release and hoping for the best. You need to make the story compelling and journalist-ready.
Here are formats that work particularly well:
- Interviews – Pitch your founder, CEO, or subject matter expert for an interview with relevant media.
- Advice articles – Offer practical, informed tips tailored to the outlet’s audience.
- Opinion pieces – Share a bold but well-argued point of view on an industry issue.
- Case studies – Case studies are a great way of getting your message across, as there is nothing more powerful than letting others speak on your behalf.
Each format gives the media something tangible to work with and provides multiple entry points for coverage beyond the standard press release.
Earning Attention Is Better Than Buying It
Genuine media coverage can’t be bought, it must be earned. And when it is, it holds far more weight in the eyes of your audience. It reinforces your authority, builds trust, and positions your business as a credible voice in the market.
At Pure Public Relations, we believe so strongly in the power of earned attention that we offer Guaranteed Media Coverage. It’s our commitment to delivering outcomes that matter because the right story, in the right hands, can shift perception and drive meaningful engagement.
Ready to be seen in the places that matter, without paying for ads?
Get in touch with us today to discuss how Pure Public Relations can help you earn the coverage your business deserves.
