Press releases alone don’t guarantee media coverage. To maximize reach, UK businesses must proactively engage with journalists. Effective media and journalist outreach ensures your story lands in the right inboxes, earns coverage, and builds relationships that pay long-term dividends.
If distribution platforms are your loudspeaker, outreach is your handshake—and both are essential in a winning press release strategy.
Why Outreach is Crucial for Press Visibility
Journalists receive hundreds of emails daily. Press releases that arrive with no context, personalization, or relevance often get ignored. Outreach helps:
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Get your story directly in front of key writers and editors
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Improve the odds of media pickup
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Establish relationships for future stories and exclusives
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Control the narrative and expand reach beyond automated distribution services
Step 1: Build a Targeted Media List
Avoid mass emailing. Instead, curate a list based on:
Relevance:
Does this journalist write about your sector (tech, retail, health, etc.)?
Location:
Target UK-based outlets for national relevance, or regional journalists for local angles.
Outlet Type:
Identify mainstream media, niche trade journals, blogs, or newsletters.
Use tools like:
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Muck Rack
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PressRush
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LinkedIn + Twitter (for journalist bios)
Step 2: Craft a High-Converting Pitch
Journalists want stories, not ads. Your pitch should:
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Be brief (under 150 words)
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Show why the news matters to their audience
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Link directly to your press release
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Include a contact number and company spokesperson
Example Pitch:
Hi Sarah,
We’re announcing our £3M Series A funding round to scale renewable energy solutions for rural UK communities. I thought this might align with your recent coverage on sustainability investments.
Here’s the full press release.
Available for interviews: David Ellis, CEO.
Regards,
Fiona Blake | PR Lead, GreenCore Energy
Step 3: Offer Exclusives or Embargoes (Optional)
Giving a trusted journalist early access to the story, under embargo, can build trust and result in more in-depth coverage.
🛑 Embargo example:
“This release is under embargo until 9 AM BST, July 3, 2025.”
Use this technique selectively with top-tier publications only.
Step 4: Follow Up With Precision
Don’t spam. A single polite follow-up 2–3 days later is enough:
“Hi [Name], just checking in to see if you had a chance to review our recent release on [topic]. Happy to provide quotes or additional data.”
Step 5: Build Long-Term Journalist Relationships
Once you’ve secured coverage:
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Thank them—personally
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Share their article on social media with credit
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Offer future scoops or invite them to exclusive briefings
This earns you trust and preferred placement in the future.
Align Outreach with Social and SEO
Complement your outreach with:
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social sharing for added visibility
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headline optimization to improve email open rates
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Embedded links for SEO backlinks when outlets publish your release
Track all results with analytics and reporting to assess ROI.
Common Outreach Mistakes to Avoid
❌ Mass emailing a generic pitch
❌ Not researching the journalist’s past work
❌ Failing to explain why your story matters
❌ Sending huge attachments (use links instead)
❌ Ignoring responses or being pushy
Professionalism and personalization are non-negotiable.
Conclusion: Personal Contact Creates Public Impact
For UK businesses, media and journalist outreach is one of the highest-ROI tactics in the press release playbook. By targeting the right voices, crafting compelling messages, and building trust over time, you unlock coverage that distribution alone can’t buy.
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