Digital PR & Earned Media

Media Outreach

Put one credible story in front of the journalists who have a genuine reason to cover it.

Media Outreach takes one timely story, such as a launch, milestone, or announcement, to the journalists most likely to cover it this week. Each campaign uses a qualified list, personal pitches, and one respectful follow-up rather than mass distribution.

You walk away with one story confirmed newsworthy, sent to a short qualified list with a real pitch, and every contact closed with a recorded outcome.

Pitch this story
Illustration of paper-plane pitches launching toward a world map of journalist contacts

Some of the 500+ brands we've worked with

See all references
  • Amazon
  • Acıbadem Sağlık Grubu
  • MNG Kargo
  • Peak Games
  • Sina Pırlanta
  • Cheetos
  • HDI Sigorta

How we run it

How we pitch a story that actually lands

We first test whether the story is newsworthy, then build a short list and write each pitch for the journalist receiving it.

  1. Confirm it's actually news

    We check the story against what a journalist would consider genuinely newsworthy. Internal importance is a different test.

    A go/no-go call with the reasoning behind it.

    AI assist
    Agents can gather what has already been published about the announcement and comparable stories. Whether this is actually news to someone outside the company is a judgment we make before building a list.
    Human gate
    The campaign moves forward only when a senior PR lead makes the go call. That lead can still veto a story the requesting team wants to run.

  2. Build the story brief and evidence

    The facts, quotes, and any supporting data get organized so a journalist can verify the story fast without chasing you for basics.

    A story brief with evidence attached, ready for scrutiny.

    AI assist
    Agents can assemble the supporting evidence, figures, and spokesperson availability into the brief. Which detail carries the story is decided by the person who will answer a reporter's questions.
    Human gate
    The story owner confirms every fact and quote in the brief before it goes anywhere near a journalist.

  3. Find the right handful of journalists

    We identify who actually covers this exact beat and has written something close to it recently.

    A short, qualified journalist list.

    AI assist
    Agents can scan recent bylines across hundreds of outlets and surface likely matches. The PR lead checks each name before outreach begins.
    Human gate
    A PR lead removes borderline contacts rather than padding the shortlist.

  4. Send a pitch built for that person

    Each pitch refers to the journalist's recent work and briefly explains why the story fits their beat. It is not a template with a name inserted.

    Personalized pitches sent to the qualified list.

    AI assist
    Agents can prepare the follow-up timing and flag threads that are past the window. Whether to follow up at all, and how, is a relationship call the PR lead owns.
    Human gate
    The writer reads that journalist's last published piece before sending. A beat tag is not enough to go on.

  5. Follow up once, respectfully

    If there is no response, we follow up once and then stop. We do not apply repeated pressure or chase silence.

    A response log with every contact resolved, one way or another.

    AI assist
    Agents can log responses and coverage against each contact. Closing a contact honestly, including recording a no, is what keeps the list usable next time.
    Human gate
    The campaign owner decides when silence counts as a final no.

The pitch has a person's name on it

Recent bylines help us narrow a large media list quickly, and agents are useful for that scan. The pitch still begins with a person reading the journalist's work and explaining why this story belongs on their beat. The PR lead chooses the contacts and owns the follow-up. If the evidence supports five names, five is the honest size of the campaign.

What you get

What survives the campaign

You receive the story brief and pitches, along with a qualified media list and response log that can inform the next campaign.

  • a content brief with checklist marks

    Story brief

    The pitch-ready version of the story with its supporting facts and quotes.

  • an audience persona card

    Qualified media list

    The specific journalists who cover this beat, and why each one made the list.

  • an outreach email draft

    Response log

    The outcome for every contact, whether covered, declined, or unanswered, recorded for future campaigns.

We call it done when: the story has been confirmed newsworthy, sent to a short qualified list with a real pitch, and every contact has a resolved outcome.

Who it fits

When you have one story and a deadline

This method supports one story and one focused campaign. If you need to build relationships over several months, Journalist Relations is the better fit.

A good fit when

  • Your announcement has a real deadline. A journalist outside the company would still see a story worth covering in it.
  • Your likely media list is short because only a handful of journalists cover this beat, and each recent byline gives you a reason to contact them.

Better handled as other work when

  • The update matters internally, but it gives a reporter no new fact, consequence, or angle they could turn into a story for their readers.
  • Your plan depends on one generic pitch reaching a mass media list, while this work qualifies each contact from the journalist's recent beat coverage.
  • Coverage has to be guaranteed for the campaign to count as successful. The publication keeps that decision even when the story and pitch are strong.

People who write and ship this content

Some of these consultants write the pages themselves. Others plan distribution or check how a piece performs once it's live, so the team below covers more than one stage of the work.

Tools we use

Tools behind this work

  • Google Trends

    checks the story is actually current before a single pitch goes out

  • Muck Rack

    narrows a beat down to the handful of journalists this exact story fits

  • Prowly

    sends the pitch and tracks it through to a placement or a silence

Start the work

Have one timely story to pitch?

Share the story and its deadline. We'll test whether it gives a journalist enough to work with before a list is built.
Talk to a Content Marketing specialist
Two people shaking hands on the start of the work

Before we start

Frequently Asked Questions

It happens, and it usually means the story wasn't as newsworthy as it felt internally, or the list wasn't quite right. We'll tell you which one it was.