How to Build Strong Media Relationships Without a Full-Time Comms Team

Many growing businesses believe that earning media coverage is out of reach. They assume it requires a large, expensive communications team or a high-priced PR agency. This is a common misconception. While a dedicated team helps, any company can build strong media relationships with a smart, focused approach. You do not need a massive budget to start getting media coverage. You just need a solid strategy and a willingness to invest time.

This guide is designed for companies without a full-time comms department. We’ll show you how to build media relationships that lead to valuable exposure. These media exposure strategies focus on providing value and building trust, not on expensive campaigns. By following these steps, you can create a powerful in-house PR function. You can learn to craft stories that journalists actually want to cover, turning your expertise into your best marketing asset.

Think Like a Journalist, Not a Marketer

The first and most important step is to change your mindset. Marketers are trained to promote. Journalists are trained to inform. To succeed in media relations for corporates, you must learn to think like a journalist. Before you reach out, ask yourself: “Is this story truly newsworthy, or is it just an advertisement for my company?” A journalist’s job is to serve their readers, not to give you free publicity. Your story must have value for their audience.

This means understanding what journalists want from corporate PR. They are looking for stories that are timely, relevant, and have a broad appeal. This could be a unique take on a current industry trend, surprising data from a customer survey, or a compelling human-interest story. Your corporate messaging strategy must shift from “we launched a new feature” to “this new feature solves a major industry problem.” Framing your news in the context of a larger story is essential for earning attention.

Start Small and Be Strategic

You don’t need to be featured in The New York Times on day one. A more effective approach is to start with a targeted list of relevant trade publications, local outlets, and industry bloggers. These journalists are often more accessible and are actively looking for stories specific to your niche. An article in a respected industry journal can be more valuable for generating qualified leads than a brief mention in a national paper. This focused approach is a cornerstone of effective media exposure strategies.

Create a “dream 100” list of the key reporters and outlets that matter most to your business. Then, do your homework. Read their articles. Understand their editorial calendar. Follow them on social media. This allows you to personalize your pitch and show that you are a serious, informed source, not just another company blasting out a generic press release. This targeted effort is a powerful way to build momentum and achieve early wins.

Master the Art of the Press Release

A well-crafted press release is a powerful tool. It provides journalists with all the essential information they need in a familiar format. However, many companies make the mistake of writing press releases that read like marketing copy. This is a key difference between internal vs external PR messaging. An external press release should be factual, objective, and written in a journalistic style.

Learning how to write a press release that gets picked up involves following a standard structure. It needs a strong headline, a clear summary of the key facts (the who, what, when, where, and why), and a quote from an executive. Providing this information clearly makes a journalist’s job easier, which increases your chances of getting noticed. For those new to the process, using a free press release template can help ensure you cover all the necessary components. This simple document is a foundational element in any plan for getting media coverage.

Be a Generous and Reliable Source

The best media relationships are built over time. Don’t just reach out to journalists when you want something. Position yourself and your executives as go-to experts in your field. You can do this by creating and sharing valuable thought leadership content on your own blog and social media channels. When you have insightful data or a unique perspective on an industry trend, share it publicly. Reporters are always looking for expert sources to quote in their stories.

This strategy is about playing the long game. Follow reporters who cover your industry. Share their work. Offer helpful comments without asking for anything in return. When they put out a call for sources on a platform like X (formerly Twitter), be ready with a quick and insightful response. By becoming a reliable and helpful resource, you build trust. When you finally have a big announcement, you will be pitching a familiar contact, not a total stranger. This is one of the most effective corporate communications best practices and a key to mastering corporate communications.