5 PR Mistakes Preventing You From Getting Media Coverage (and How to Fix Them)
August 16, 2025 | Laura Runcie
Every business wants the same thing, more visibility– but not every business owner knows how to get it. While it’s easy to pay for advertisements, you will gain more credibility and trust from your audience through earned media such as articles, interviews and features. (See why earned media is more powerful than ads.) This is attention that money can’t buy so what is preventing some entrepreneurs from getting the publicity they deserve?
Why do some entrepreneurs get featured while others struggle to be noticed? It’s not always a matter of the business, product or service– it’s about the approach. Here are five of the most common PR mistakes you might be making and tips for securing media coverage of your brand.
Mistake #1: Pitching a Journalist Without a Story
Journalists aren’t interested in a product or service alone– they’re interested in the story behind it. If your pitch sounds like an ad, it’s likely to be headed straight for the trash.
Tip: Focus on your journey and explain why what you're offering is unique. Did you overcome a challenge? Did you solve a problem? Why is your story relevant now? What makes this idea different?
Mistake #2: Ignoring the Right Audience
A common mistake is email blasting the same generic message to dozens of outlets without considering who is on the receiving end. Not every media outlet is the right fit.
Tip: Do some research. Find the journalist or editor that covers your topic and tailor your pitch to the audience.
Mistake #3: Making It All About You (and not the reader)
Media coverage isn’t just about what you want and it’s actually not about what the reporter likes either– it’s about what their audience is looking for.
Tip: Try positioning yourself or what you are offering as a resource for your audience. Can you help the reader or listeners in some way? How can you add value?
Mistake #4: Giving Up Too Soon
Many business owners send one pitch and when they don’t hear back, give up. Journalists are inundated with pitches everyday so timing and persistence matters.
Tip: Don’t endlessly fill a journalist’s inbox but you should briefly and politely follow up after a pitch. Work on building relationships so you stay top of mind. That way, when the timing is right, they’ll think of you.
Mistake #5: Overlooking PR Basics that Journalists Expect
Journalists don’t have time to chase after missing information. If they can’t verify your business or easily get what they need, they won’t waste time and will move on.
Tip: Always remember to include a link to your website and clear contact information in your pitch. Have hi-res product images, profile shots, and a concise, polished bio so you can respond quickly when a journalist makes the request.
Publicity Is Earned, Not Given
The right media coverage can transform your business— with the right approach. Avoid these common mistakes and focus instead on your story, audience, value, persistence, and professionalism. You can dramatically increase your chances of being noticed.
Want help crafting pitches that get noticed?