This 3-Word Mantra Makes It Easy to Pitch Stories Media Will Love


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I’m not going to bury the lead here, after years of working in the communications industry, when it comes to securing press coverage we always encourage clients to think about how they can inform, educate, or inspire their audience. This power trio has been publicity gold for years and will continue to be best practices for PR teams and brands.

When you open the doors to your business, people don’t always come running to purchase. And if they do, it doesn’t usually last or comes in waves and it’s important to know what to do with that down time, how to prepare for it by keeping your brand top of mind and/or what to do next.

As entrepreneurs and business owners, it’s easy to get caught up in your day-to-day and forget to keep sharing your message – of why you started your business, why your products/services are important and how you’re impacting, changing, educating and inspiring lives. Oftentimes people come to PR and marketing firms like ours because they say: “I need to get my business out there!

Now, we understand that what you really mean is, I need to get my business out there in the press! And yes, media coverage is undeniably valuable to business. When you’re in business, we’ve established that you need to let people know about your products and services. With media coverage, you  build credibility for your brand, get in front of new customers, solidify your top position with current customers, gather feedback and so much more.

So, we come back to three main themes that media loves to cover and that have the added benefit of building a true sense of trust and excitement around your company vision. Media’s job is to inform, educate and inspire their readers/viewers, so framing your outreach in this way means pitching story ideas that attract the attention of the media.

For help mining for the best, media friendly stories your company has on tap, grab the PR Couture PR Accelerator – 55 discovery questions for brands and in-house teams.

A version of this article first appeared here.

Nancy Vaughn

Nancy Vaughn

Nancy Vaughn is an entrepreneur and principal, PR & Marketing Director of White Book Agency, a full-service public relations, marketing and special events firm, specializing in fashion, beauty and lifestyle brands. She excels at assisting media professionals and clients alike, and is called upon frequently by media outlets for her PR/business knowledge, coaching and industry connections. She leads strategic publicity and marketing campaigns for businesses across the country and her clients have been seen in/on: InStyle, New Beauty,, Forbes, Design Bureau, Luxe Interiors & Design, MSN Fitbie, E! TV, CNN Latino, Refinery 29, The New York Times, Daytime TV, Dwell and more.