Media coverage is a common goal for many entrepreneurs and business owners, and it’s easy to understand why. A feature in the right publication can raise your profile, build credibility, and open doors to new opportunities.
If you read my previous article on how to get featured in the media without a PR team you would’ve already followed the steps to build a strong and searchable personal brand, identified the right journalists and media outlets that align with your work and started to consider the value to your story beyond selfless promotion (I hope!).
However, before you pitch to journalists, you need to ask yourself one question:
Am I positioned to be taken seriously?
Even the best pitch will fall flat if your public presence doesn’t reflect your expertise or if you haven’t presented everything in a way that makes the journalists’ job easier to support you. Journalists aren’t just looking for a story. They’re looking for someone who knows what they stand for, communicates it clearly and is ready to embrace the spotlight as an expert.
Here’s how to position yourself before you pitch.
- Clarify Your Messaging
Before you pitch to a journalist, you must be clear on how you talk about yourself. Your messaging is what shapes their first impression, so it has to reflect your values, experience and the topics you want to be known for. If you’re unsure how to describe what you do or why it matters, that uncertainty will come through in your pitch.
What themes or issues are you genuinely passionate about? What lived experience or insight sets you apart? What do you want to be quoted for? These questions help you focus your story so it’s relevant and memorable.
Journalists want clear angles that connect to wider conversations. Once you understand your messaging, you can then use that to align with your expertise and resonate with the media’s current focus.
That clarity makes it easier for them to see where you fit and more likely that your pitch will land.
- Define Your Media Topics
Journalists are looking for people who have something to say. Before you pitch, take the time to define your talking points. This makes their job easier and positions you as someone with value to add.
Think about what you can speak on with confidence and clarity. This might include:
- Lived experience tied to industry, identity or social issues
- Expert commentary on your sector or niche
- Lessons learned from building a business or overcoming a personal challenge
- Your views on trends shaping your industry
Keep a working list of ideas you can develop and refine into a strong pitch. Write each one as a simple headline with a short summary underneath. That way, when a journalist asks what you can speak on, you’ll be ready to respond without hesitation.
- Be Aware of Relevant News in Your Industry
If you want to secure media opportunities, you need to stay tapped into what’s happening in your space. Journalists are more likely to feature people who can add timely, relevant insight to the stories they’re already covering.
Make it part of your weekly routine to read trade publications, follow key reporters and scan trending topics. Set up Google Alerts for industry keywords or join relevant newsletters to stay informed. This will help you spot moments where your experience or opinion could add value.
When you pitch, reference a current story or theme where possible. It shows you’re informed, reactive and thinking beyond your own agenda. Being aware of the news is vital if you’re trying to place yourself in the conversation at the right time.
- Get High Quality Headshots
I can’t begin to count the number of times I secured an opportunity for a client while working in agency, only to find out they didn’t have any decent quality headshots to use. It’s a small detail that makes a big difference, especially when other people in your industry are pitching for the same opportunities. The ones that come media-ready will likely be taken more seriously.
You don’t need a suit and tie unless that fits your brand, but your photos should feel intentional. Aim for clear lighting, a neutral background and confident body language. Ideally, have a mix of portrait and landscape shots to prepare you for different formats, from print to social media.
You can take decent pictures that do the trick with your smartphone, but if you’re planning to build more visual assets in the future, it could be worth connecting with a few *photographers. Keep your headshots easily accessible and ready to share via email. A good image won’t get you coverage on its own, but it signals that you take your work seriously and you’re prepared to be visible.
*If you have options for professional photography, I will still advise working with an actual photographer to capture your headshots over AI.
Moving Forward
Pitching is not the starting point; it’s the result of thoughtful positioning and preparation. When your messaging is clear, your stories are well-defined and your online presence reflects the expert you are, you’re not chasing coverage. You’re showing the media that you’re ready to contribute with insight and authority.
Put the work in before the pitch. That way, when the right opportunity comes, you won’t just look ready. You’ll be ready!
See you next week!
