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 “no” (which rarely happens—they just ignore it) doesn’t mean “never,” it just means “not right now”—assuming you use the right approach. Just like with sales, rejection is part of a successful strategy. Most journalists either have limited space in their publication or time in their show, and they cover stories based on personal discretion. 

Understand that media relations is playing the long game, meaning consistency is paramount. Though you won’t win every pitch, you pave the way to future coverage even when a single pitch gets rejected.

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. 

Media relations, when done right, can be great for business because it builds trust, credibility, and brand awareness. According to Neilsen (the famous TV ratings agency), 92% of customers trust earned media more than any other form of advertising.

It makes sense, doesn’t it? Advertising has its place, but a news story from a media outlet that covers your business, without getting paid for it, speaks volumes about your relevance and credibility.

Visit our Why Media Relations page to learn more about the difference between earned media and paid placement.

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.