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
  • BMW
  • Shell
  • Hyundai
  • PepsiCo
  • Red Bull
  • Decathlon
  • MediaMarkt
  • Bayer
  • Sanofi
  • EY
  • KPMG
  • GE
  • 3M
  • Domino’s
  • Lexus
  • Trendyol
  • Hepsiburada

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. 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.

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

  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. The story owner confirms every fact and quote in the brief before it goes anywhere near a journalist.

    A story brief with evidence attached, ready for scrutiny.

  3. Find the right handful of journalists

    We identify who actually covers this exact beat and has written something close to it recently. A PR lead removes borderline contacts rather than padding the shortlist.

    A short, qualified journalist list.

  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. The writer reads that journalist's last published piece before sending. A beat tag is not enough to go on.

    Personalized pitches sent to the qualified list.

  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. The campaign owner decides when silence counts as a final no.

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

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

What if we get no coverage at all?

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.

How many journalists do you contact?

As many as genuinely fit the beat, sometimes five, sometimes twenty. We don't pad the list to make the campaign look bigger.

Can you guarantee a placement?

Placement stays with the publication and cannot be guaranteed. We can guarantee the work under our control: checking the story, choosing the right contacts, and writing pitches that respect their time.

What counts as news here?

It must be something a journalist on the beat would consider worth their readers' time. That is a different test from internal importance, and the two come apart more often than most teams expect. A funding round, a hire, or a product update can matter enormously inside the company and still give a reporter nothing to write. We check the story against that standard before building a list, and we will say so when yours does not clear it. Hearing that early is cheaper than hearing it as silence from twenty journalists.

Do you follow up more than once?

We follow up once when there has been no response, then stop because repeated contact reads as pressure.