How To Build a Brand That Media Wants to Talk About

Getting media attention is a powerful way to grow your brand’s visibility and credibility. But not every brand catches the eye of journalists or influencers. The key lies in building a brand that naturally attracts media interest. This post explains practical steps to create a brand story and presence that the media finds worth sharing.

Understand What Media Looks For

Media outlets want stories that engage their audience. They focus on brands that offer something unique, relevant, or timely. To build a brand that media wants to talk about, start by identifying what makes your brand different. This could be:

• A fresh approach to a common problem

• A new product or service that solves a real need

• A founder’s inspiring story or mission

• A local or global trend your brand fits into

  
  

For example, a small coffee roaster that uses only locally sourced beans and supports farmers directly can attract media by highlighting its ethical sourcing story.

Craft a Clear and Compelling Brand Story

A strong brand story helps media understand why your brand matters. It should be simple, authentic, and easy to share. Focus on:

• Your brand’s purpose and values

• The problem you solve for customers

• What sets you apart from competitors

  
  

Avoid jargon or vague statements. Instead, use concrete examples and real experiences. For instance, a startup creating eco-friendly packaging can share stories about reducing plastic waste and the impact on local communities.

Build Relationships with Journalists and Influencers

Media coverage often comes from relationships, not cold pitches. Find journalists and influencers who cover your industry or niche. Follow their work, engage with their content, and offer useful information or exclusive insights. When you reach out, personalize your message and explain why your brand fits their audience.

For example, if a journalist writes about sustainable living, share your brand’s latest eco-friendly initiative and offer an interview with your founder.

Use Newsworthy Events and Data

Media loves news. Create opportunities by linking your brand to current events, trends, or new data. This could be:

• Launching a new product or service

• Publishing research or survey results

• Hosting community events or partnerships

  
  

A fitness brand could share data on how exercise improves mental health, tying it to a new wellness program they offer.

Make It Easy for Media to Cover You

Provide clear, accessible information. Maintain a media kit on your website with:

• Press releases

• High-quality images and logos

• Background information about your brand and team

• Contact details for media inquiries

  
  

This helps journalists quickly find what they need and increases the chances of coverage.