Frequently Asked Questions (FAQs) About Media Relations

We conducted a large survey of more than 500 minority business owners, and over half of them have never pitched a story to a media outlet. That’s not surprising, because the press can seem intimidating.

Pitching stories to journalists is both an art and a science. It’s about thinking like a journalist, understanding the elements of a newsworthy story, topped with a compelling narrative that will even get their viewers to read all about it.

Don’t worry! We’ll handle all of that and keep you informed at every step.

A seasoned media relations firm will help you come up with story angles that might surprise you, because it’s all about thinking outside the box. Your business touches all sorts of newsworthy topics, and it’s our job to figure out what those are before bringing them to relevant media publications.

What does that look like in the real world? It might involve a charitable event you’re running, or it might mean featuring you as a resource on local (or even national) business issues. Of course, that just scratches the surface.

Our job is to find those angles, create opportunities, and bring them to the right journalists.

Journalists always think about their audience, whether it’s to highlight what’s happening locally or to investigate stories based on what their audience wants (or ought) to know about. 

Of course, newsworthiness changes depending on what’s breaking at the moment, trends, and each media outlet’s preferences. A lifestyle show that covers light-hearted human interest stories has very different objectives than a hard-news evening newscast. Just like a digital publication would prefer more context and visuals than a 5-minute radio show segment.

We’ll help you tailor your pitches that’ll be most fitting for each type of media and its audience. 

A flat "no" almost never happens — most unsuccessful pitches just go quiet. That silence isn't personal; it usually means timing, not fit. Journalists work with limited space and their own editorial judgment, so a pitch that goes nowhere in March can land in June. Media relations rewards the businesses that stay in the rotation, not the ones that pitch once and disappear.

A common misconception is that media relations are only for large enterprises, but nothing could be further from the truth. Local media (and sometimes even national news outlets) love to hear from small businesses. We use this leverage to position you as a thought leader within your industry and community. 

Indirectly, yes — and the mechanism is trust, not traffic. Nielsen found that 92% of consumers trust earned media over any form of paid advertising. A news segment doesn't ask anyone to believe you; a journalist already vetted the story before it aired. That's a kind of credibility no ad budget can buy — which is exactly why it converts differently than advertising does.

That’s where media readiness training comes in. We’ll help you come across as authoritative and knowledgeable, so you’ll look and sound your best. 

Vérité House is happy to be an extension of your in-house PR Team upon conditions.