5 Unusual Tactics to Secure Media Coverage for Press Releases
In the competitive world of public relations, securing media coverage for press releases can be a challenging task. This article presents X unconventional strategies that have proven effective in capturing journalists' attention and generating buzz. Drawing from insights provided by industry experts, these tactics offer fresh approaches to maximize the impact of your press releases and increase your chances of media coverage.
- Leverage Local Stories for Wider Coverage
- Craft Personalized Pitches for Journalists
- Use Social Media as Press Release Launchpad
- Connect Product Launch to Trending Issues
- Create Themed Events for Press Releases
Leverage Local Stories for Wider Coverage
I've found that one unusual tactic for securing media coverage for a press release is to turn it into a hyper-local story by partnering with small, community-focused outlets first.
I once worked with a landscaping client in a mid-sized town, and instead of blasting a generic release to big publications, I pitched a story about how their business revitalized a neglected local park, complete with before-and-after photos. We started with a tiny local blog and a community newsletter, which got people talking. That buzz then caught the attention of larger regional outlets. The community angle creates authentic interest that bigger media can't ignore.
Craft Personalized Pitches for Journalists
Early on, I realized that simply sending out a press release wasn't enough to capture the attention of journalists and media outlets. One unusual tactic I used to secure media coverage was to personally craft tailored story angles for individual reporters rather than relying on a generic announcement. Instead of just blasting the press release, I took the time to research journalists' recent work, their beats, and what kind of stories they were passionate about.
Then, I reached out with a personalized pitch that connected our news to their interests or ongoing trends they were covering. For example, if a reporter focused on innovation in SaaS, I highlighted how our product was solving a very specific pain point in that space. If another was interested in startup growth stories, I framed our release as part of a larger narrative about scaling challenges.
What made this approach effective was the genuine effort to understand what each journalist valued. It transformed the conversation from "here's our news" to "here's a story you'll find relevant and compelling." This level of personalization showed respect for their work and made it easier for them to see why covering our story mattered to their audience.
Beyond the pitch, I also included relevant data points, customer success stories, or even an exclusive interview offer to add more value. This helped the press feel they were getting something unique, not just repackaged corporate messaging.
The result was significantly higher engagement and media pick-up compared to standard press releases. This taught me that when it comes to media relations, relationships and relevance trump volume and generic outreach every time. Taking the extra time to connect the dots for journalists creates opportunities that generic PR efforts rarely achieve.
Use Social Media as Press Release Launchpad
One unconventional tactic that has worked well for me is using LinkedIn, Instagram, or X posts as a launchpad. Instead of sending out traditional press releases, I post bold or insightful takes on trending topics - especially when they intersect with what we're building.
By sharing these posts 4-5 times a week, I've had multiple instances where media outlets picked them up directly or reached out for quotes.
This approach works because it removes friction. Journalists are already scanning social media for fresh perspectives, and if your content is timely, sharp, and easy to reference, it spreads naturally.
In many ways, it flips the traditional approach: instead of chasing media, you build visibility and let the media come to you.
Connect Product Launch to Trending Issues
One unusual tactic I used to secure media coverage for a press release was leveraging a unique angle by tying our announcement to a trending news topic. We were launching a new product, but instead of just focusing on the product itself, I framed the press release around how it addressed a current issue in the industry, which was gaining a lot of media attention at the time. I pitched the release to journalists covering that issue, positioning our product as a solution to the problem. What made it effective was the timing—by connecting our launch to a larger conversation, the press release stood out as relevant and newsworthy, not just as a marketing tool. This tactic helped us get coverage in multiple outlets that were already reporting on the issue, and it positioned our brand as a thought leader in the space. It was a win because we weren't just pushing a product; we were contributing to an ongoing dialogue.
Create Themed Events for Press Releases
Creating a themed event or experience is one unusual tactic I've used to secure media coverage for press releases. The themed event or experience must have a close relationship with the announcement being made. This is an effective strategy to capture the attention of media journalists and major media outlets.
To understand this with an example, let's consider a scenario where we are planning to launch a new product promoting sustainability, such as reusable water bottles. Instead of using traditional press releases, we follow an unconventional approach by organizing a sustainable living festival. The festival would feature stalls offering organic food and workshops educating attendees about sustainability. Local influencers would also be part of the event. This approach would effectively showcase the newly launched product and create an environment promoting sustainability.
The rich experience is the key factor that makes this tactic a game-changer. Media personalities are always looking for these kinds of stories that are visually captivating for their audience.
