Responding to Journalists: Tips to Secure Press Coverage

Each day, journalists, bloggers, and podcasters are on the lookout for expert sources to feature in their articles. They share their needs for specific expertise through platforms like newsletters, social media, and various PR software. These journalist queries represent an incredible opportunity for brands to gain visibility, build credibility, and engage audiences. However, responding effectively to these requests is essential to standing out in a sea of submissions. Let’s explore how brands can maximize these opportunities for media exposure.

Journalists typically need responses within days of posting a query. Quick turnarounds are common, so efficiency is key. Brands aiming for regular press features should check these platforms frequently to identify relevant requests and respond promptly. But timeliness is just one piece of the puzzle; the response also needs to be informative, concise, and tailored to the journalist’s requirements. Start with a catchy subject line that directly addresses the journalist’s query. For example, instead of a generic subject line like “Response to Your Request,” opt for something specific, such as “Expert Insights on [Journalist’s Topic].” A well-crafted subject line increases the likelihood that your email will be opened and read.

When crafting your response, make sure you address the journalist by name if possible. Adding a personalized touch—such as referencing a recent article they wrote—demonstrates that you’re genuinely interested in contributing. Researching the journalist’s background can help you understand their angle and provide insights that align with their preferred style or themes. For example, if the journalist typically covers tech innovations, position your response around technology’s role in your industry. Each pitch should offer a fresh perspective that can set your response apart from others. Avoid reiterating information that’s widely known; instead, share unique insights, relevant experiences, or proprietary data.

A successful pitch is not merely a direct answer to the journalist’s question but rather a value-added response. For example, rather than stating facts alone, expand on how those insights reflect larger trends or connect to real-world impacts. Journalists value responses that not only answer their queries but also provide context, examples, or anecdotes that bring depth to the topic. If your company has experience that directly relates to the question, mention specific examples to make your response more relatable and compelling. Including data points, industry statistics, or insights from your own research can also make your response more authoritative.

Including a brief introduction to your brand or role can also add weight to your response. For example, if you represent a company known for innovation, mention it briefly to highlight your brand’s relevance. However, be concise—journalists often receive multiple responses, and brevity is appreciated. Attach a headshot or a company logo if appropriate, as journalists sometimes appreciate having visuals on hand if they decide to feature your response. Be mindful that attachments should be minimal and relevant, keeping the focus on the content of your response.

Once your pitch is sent, consider following up after a few days if you haven’t received a response. Journalists may overlook emails during busy periods, and a polite follow-up shows that you’re interested in contributing. Keeping track of responses and follow-ups can help you refine your approach over time. For brands with regular press outreach goals, consider organizing queries in a spreadsheet to track key details—like the journalist’s name, query topic, and any response received. This system helps identify trends in successful pitches, enabling you to build a refined process that improves over time.

Mastering this process takes effort, but the rewards can be significant. Brands that consistently engage with media requests build valuable relationships, increasing their chances of being top-of-mind for journalists’ future stories. But if this process feels daunting, Bender Group PR offers a full-service solution to manage your media outreach. From identifying the best opportunities to crafting polished, tailored responses, we ensure your brand stays visible and connected in the media landscape. For expert support, reach out to Bender Group PR and let us amplify your brand’s reach in 2025 and beyond.