How to get important organization news covered

The order in which you perform your tasks can make the difference between a successful launch or a failure.

Most communicators have encountered this classic media relations dilemma: Do you pitch a journalist first or share the news on your own and pitch the story later, in hopes of garnering media coverage?

While PR tactics are subjective, drawing from the research my team at Muck Rack has done, I believe there is a correct order if you want your story to have a lasting impact.

Here’s a step-by-step guide to smart media relations.

The case for pitching a journalist first

Here’s the truth that your client or CEO probably doesn’t want to hear: the moment you put an announcement anywhere on the web yourself, it’s instantly less appealing to journalists.

Your news has lost its luster.

Yes, this includes your website and company Twitter account—and it certainly includes third-party newswire services. When you share your announcement elsewhere, that piece of news is already public knowledge.

That makes it less interesting for journalists who like to be the first to tell a story or share a new angle. If your news is easily accessible online, it’s old news.