Press Coverage in 3 Steps!

Inform, Educate, and Inspire

Let’s cut to the chase—after years in the communications industry, one thing has remained crystal clear when it comes to securing media coverage: brands that inform, educate, or inspire are the ones that make headlines.

This simple yet powerful trio has been a golden rule in PR for years, and it’s not changing anytime soon. If you want to capture media attention, build credibility, and keep your brand relevant, your story needs to fall into one (or more) of these categories.

Why Media Coverage Matters—And Why It’s Not Instant

Launching a business doesn’t mean people will automatically flock to your doors (physical or digital). Even if they do, initial excitement can fade. Business naturally comes in waves—there will be highs and lows, busy seasons and slow periods.

So, what should you do during those quieter times?

Instead of waiting for opportunities to come to you, stay proactive. Your job as a business owner is to consistently share your message—why you started, why your products/services matter, and how you’re making an impact.

Many entrepreneurs and business owners come to PR agencies with one urgent request:

🗣 “I need to get my business out there!”

What they really mean is: “I need media coverage to grow my brand.”

And they’re right. Publicity is a game-changer.

✅ It builds credibility
✅ It gets you in front of new audiences
✅ It strengthens your relationship with current customers
✅ It allows you to gather valuable feedback
✅ It solidifies your expertise in your industry

But getting press isn’t just about wanting it—it’s about crafting a story that aligns with what the media is looking for.

What the Media Wants: Inform, Educate, and Inspire

The media’s job isn’t to promote your business—it’s to serve their audience with content that is valuable, interesting, and relevant. That means your pitch should frame your brand story in a way that benefits their readers, viewers, or listeners.

To do that effectively, ask yourself:

📰 Does my story inform? (Are you providing newsworthy insights, data, or industry trends?)
🎓 Does my story educate? (Are you teaching something valuable that helps people solve a problem?)
💡 Does my story inspire? (Are you sharing a unique journey, success story, or mission that resonates emotionally?)

If your pitch doesn’t fit into one of these categories, it’s time to rework your angle.

1. INFORM: Be the Expert Reporters Turn To

Journalists love data, trends, and expert opinions that help their audience understand what’s happening in the world. If you can position yourself or your brand as a go-to source for industry insights, media coverage will follow.

🔍 Ways to Inform the Media:
📊 Share exclusive data or research from your industry
📢 Provide insider predictions about upcoming trends
🗣 Offer expert commentary on breaking news in your field
🚀 Announce new innovations, launches, or collaborations

💡 Example: If you own a fitness brand, instead of just announcing a new product, release a data-driven report on how consumer habits have shifted post-pandemic and how your brand is addressing these new needs.

2. EDUCATE: Teach Your Audience Something New

Not every media story has to be breaking news—educational content is just as powerful. If you can help people solve a problem, learn a new skill, or make better decisions, the media will see value in featuring your brand.

🎓 Ways to Educate the Media:
📚 Offer a how-to guide or step-by-step process related to your industry
🔬 Explain a complex topic in simple terms (especially in tech, finance, health, or law)
🛠 Provide practical tips and strategies that audiences can apply immediately
💼 Share business lessons and insights for fellow entrepreneurs

💡 Example: If you’re a beauty entrepreneur, instead of pitching a generic press release about your skincare line, offer a seasonal skincare guide—how different climates affect skin and how your products can help.

3. INSPIRE: Tell a Story That Sparks Emotion

Some of the most powerful media stories are those that make people feel something. Whether it’s a story of resilience, social impact, or an innovative journey, inspiration sells.

💡 Ways to Inspire the Media:
❤️ Share a personal journey of overcoming challenges
🌍 Highlight a social impact initiative tied to your business
🎙 Showcase an unexpected success story
🔥 Present a bold, disruptive idea that challenges the status quo

💡 Example: If you started a sustainable fashion brand, don’t just talk about your products—tell the story behind the mission. What personal experience led you to create the company? How are you making a real difference in the industry?

How to Apply This to Your PR Strategy Today

🔹 Audit Your Story: Does your current media pitch inform, educate, or inspire? If not, rework your messaging.
🔹 Customize Your Outreach: Different publications have different angles—some prefer data-driven reports, others love human-interest stories. Tailor your pitch accordingly.
🔹 Be Consistent: The brands that get the most press are the ones that stay in the conversation. Keep pitching, adjusting, and looking for new angles.

Final Takeaway: Make Your Brand Media-Worthy

Getting press isn’t just about wanting exposure—it’s about crafting a narrative that media outlets actually want to cover. When you inform, educate, or inspire, you position your brand as something worthy of attention, not just another business fighting for coverage.

So the next time you’re wondering, “How do I get my business out there?”, ask yourself:

📢 Am I providing new, valuable information?
📚 Am I teaching people something useful?
💡 Am I sharing a compelling, inspiring story?

When you nail these three elements, publicity stops feeling like a struggle—and starts becoming second nature. 🚀