Creative Ways to Land Coverage

Landing coverage for a topical article, product announcement or upcoming event can depend on several factors, including how newsworthy the story is and if it’s a good fit for a specific publication. Before pitching, PR pros thoroughly research and find relevant media contacts they believe would want to cover the story. However, even when something seems like a perfect match, another story could come along and steal the spotlight, or the journalist could simply decide to pass. 

To secure coverage, it’s necessary to put on your thinking cap and brainstorm new ways to garner interestThere are several creative approaches to landing coverage, including: 

Identifying different angles 

Besides the obvious angle, ask yourself: how can this story reach different audiences? If the story could be relevant to a local city or community, industry or a current trenddon’t be afraid to try it out. Restructure the pitch to fit different audiences to show a journalist why this story is a perfect fit. 

Reaching out to alternative contacts

Generally, editors and producers are the best people to contact, as they are in charge of assigning stories and developing the structure of a newspaper, magazine, television segment or radio show. However, these contacts are often the busiest, which means your chance at getting their attention could be low. Instead, try reaching out to reporters who have covered similar stories in the past, or even assistant editors and producers. Once you make a new contact, make sure to keep their information on file and establish a professional relationship for future coverage. 

Offering a unique spin

Journalists are bombarded with potential news stories every day, and your pitch could easily be buried under a mountain of emails. To help yours stand out and gain a better chance at landing coverage, make sure to use an eye-catching headline. Within the pitch, offer the journaliscompelling reasons on why this story is important, provide a local or relevant spin or offer unique value, such as behind-the-scenes photos or an exclusive video. 

Presenting relevant and interesting research

If something isn’t gaining coverage, it could be because it isn’t particularly relevant. In today’s fast-paced digital world, there’s a ton of content and data with overlapping research and statistics. To help your story stand out, consider conducting your own research with a Harris Poll or similar survey and promote it alongside your news. 

Repurposing existing content

If you’ve covered similar news in the past, consider repurposing old content with a new, trendy spin. This not only saves you time, but allows past content that didn’t get enough coverage the first time around another shot. 

Enhancing your social media personality

Today, many companies are gaining coverage from simply replying to customers on social media with a personal note. If it works for your brand, consider stepping up your social media personality and engagement. Even if a response doesn’t go viral, having a strong and reliable online presence increases the number of followers and their engagement, thus landing you more coverage.  

Simply pitching a story, product or announcement as is may not get you the coverage you’re seeking. Making a story front-page worthy is all about finding the right angle, so don’t be afraid to put on your creative cap and pitch with passion.  


Alex Weiss is a Senior Account Executive in Mulberry’s Chicago office and combines her creative writing background and B2B experience to bring client campaigns to life.