Securing a feature in a top media outlet is one of the most powerful ways to build credibility, increase brand awareness, and drive sales. But with so many brands vying for attention, how do you rise above the noise and get noticed by the media? Editors and journalists receive hundreds of pitches weekly, and only a select few make the cut. To land that coveted feature, it’s essential to understand what grabs their attention. At the heart of every great media placement is a brand that fits the story and makes the journalist’s job easier. Here’s what the media looks for when deciding which brands to spotlight and how you can position yours for success.
A Compelling Story That Connects
A standout product is great, but a compelling story is what turns a good pitch into a great one. Editors are storytellers—they’re looking for something emotionally resonant, thought-provoking, or uniquely human. They want to connect with your why, not just your what.
Think about:
- The journey of how your brand was built
- A challenge you overcame as a founder
- The impact your product is having on real people
- A mission or cause that drives your company
The more personal and authentic your story is, the more likely it will strike a chord with journalists and their audiences.
Timely, Relevant Pitch Angles
Match your brand with current trends and editorial calendars
Even the most interesting story won’t get picked up if it’s not timely. Editors often work months ahead on seasonal content—think gift guides, holiday roundups, back-to-school features, and wellness trends.
Pitching your product as “perfect for summer travel” in mid-July is too late. On the other hand, offering an eco-friendly product in March for an Earth Day piece in April? Spot on.
Some ways to stay relevant:
- Keep an eye on editorial calendars and trending topics
- Align your product with timely themes or awareness months
- Offer insights or solutions tied to current events or cultural conversations
Being proactive and timely gives your pitch a much better chance of being accepted.
High-Quality Visual Assets
Media outlets are visual. Whether it’s a magazine spread, an online roundup, or a social feature, high-quality visuals are a must. Editors will often skip over brands that don’t provide polished assets because they simply don’t have the time to ask for them.
Must-haves include:
- High-resolution product images (ideally on a white background)
- Lifestyle photos showing the product in use
- Optional: short video clips or b-roll footage for digital segments
Bonus tip: Make your visuals accessible with a downloadable link or press kit. The easier you make it for them, the better.
Clear, Concise Information
Journalists are busy. If your pitch takes too long to get to the point, it’s likely to be passed over. The goal is to give them everything they need without overwhelming them.
Your pitch should answer the following:
- What is the product or brand?
- Why is it relevant or newsworthy?
- Who is it for?
- Where can people buy it?
- How much does it cost?
Include all of this in a short, scannable format. Add a link to your website and any additional resources, like a one-pager or media kit.
Social Proof and Credibility
Editors want to feature trustworthy, proven brands
When media outlets choose to feature a brand, they’re also putting their reputation behind it. Editors want to know your product delivers on its promise, and that your company is professional and reputable.
Here’s what helps build that trust:
- Positive customer reviews or testimonials
- Awards or recognitions
- Past press coverage (yes, media begets more media!)
- Notable retail or influencer partnerships
- A well-dsigned, functional website
Even small details like having a secure checkout process and strong branding can build confidence with media decision-makers.
A Strong Digital Presence
Before featuring your brand, most editors will do a quick search to see how you show up online. Your social media accounts, website, and even Google results tell them a lot about who you are as a brand and whether you’re ready for the spotlight.
Make sure:
- Your website is easy to navigate and mobile-friendly
- Your branding is consistent across platforms
- You’re active on social media and engaging with your audience
- Product links are functional and up-to-date
A cohesive digital presence shows that you’re media-ready and able to capitalize on the attention a feature will bring.
Earning media coverage is not just about having a great product; it’s about packaging it in a way that aligns with what journalists need. A relevant angle, a compelling story, polished visuals, and a trustworthy digital presence all play a part in getting that “yes.” The media always looks for fresh, inspiring, and reliable brands to feature. Understanding their priorities and tailoring your approach will make your brand a perfect fit for their next story.
Need help pitching your brand to the media? At ChicExecs, we specialize in connecting brands with editors and journalists to secure powerful, lasting press coverage. Reach out to learn how we can help put your brand in the spotlight.
