Getting your business featured in local news can be a game-changer – whether you’re launching a new product, hosting a community event, or celebrating a major milestone. But if you’ve ever sent a press release and heard nothing but crickets, you’re not alone.
At AZ Media Maven, we’ve spent years helping small and mid-sized businesses in Arizona get the media attention they deserve. The key? A pitch that’s thoughtful, well-crafted, and tailored to the people on the receiving end.
Here are five practical tips to help you stand out in a reporter’s crowded inbox – and actually get your story read.
1. Know what makes a story newsworthy
Not everything is a headline. Journalists look for stories that are timely, relevant, and of genuine interest to their readers. A good pitch should answer: Why should anyone care?
Ask yourself:
- Is this event tied to something bigger happening locally or nationally?
- Will it impact the community in a meaningful way?
- Is there a human angle that makes it more engaging?
For example, “We’re launching a new product” probably isn’t enough. But “Local business launches eco-friendly product that cuts household waste in half” suddenly feels more urgent and relatable.
2. Personalize your pitch
Reporters get dozens, if not hundreds, of emails a day. If you want yours to stand out, address them by name and show that you’ve done your homework.
Reference a recent article they’ve written or explain why you think your story is a good fit for their beat. Keep it short, genuine, and respectful of their time.
Nobody likes a mass email blast. Treat each pitch like a conversation, not a press release dump.
3. Write a strong subject line
Think of your subject line as the headline of your email. If it doesn’t grab attention, your pitch may never be opened.
Tips for writing better subject lines:
- Keep it under 10 words
- Be specific: “Phoenix café celebrates 100th anniversary” is better than “Exciting local news!”
- If it’s time-sensitive, say so
The goal is to spark curiosity without sounding clickbaity.
4. Make the journalist’s job easy
The easier you make it to cover your story, the more likely they’ll do it. That means including:
- A clear who, what, when, where, why, and how
- A short quote from someone relevant (you, a customer, or a community leader)
- Links to more information
- High-resolution photos, if available
And yes, you can paste the press release below your message – but don’t rely on it to do the talking. Your pitch should be punchy enough on its own.
Need help structuring a press release? We can help – check out our media services here.
5. Follow up without being a pest
If you haven’t heard back after 3–5 business days, it’s okay to send a polite follow-up. Keep it brief and professional. Something like:
“Hi [Reporter Name], just checking in to see if you had a chance to look at the story I sent over about [subject]. Happy to resend or provide more info if helpful!”
If they’re not interested, don’t take it personally. Timing, space, and editorial focus all play a role.
But if they are interested, your follow-up may be the nudge they needed.
Final thoughts
Getting media coverage isn’t about luck – it’s about approach. The right pitch can open doors, build trust, and shine a spotlight on your business in ways no paid ad ever could.
At AZ Media Maven, we specialize in helping local businesses craft stories that resonate – whether it’s through public relations, social media strategy, or branded content.
Ready to get your name in the news? Let’s talk about how we can help.AZ Media Maven is based in Laveen, AZ, a suburban village in the greater Phoenix area. Owner Rose Tring has more than 30 years of journalism experience as an editor and writer, many of those years in business news. She created AZ Media Maven in 2012 to help other business owners succeed by effectively telling their stories through public relations and social media. Reach AZ Media Maven at azmediamaven@azmediamaven.com or call (602) 373-8371.
