Social networks remain the main channel for brands to interact with their audience. In 2025, media trends will be subordinated to the new digital realities, emphasizing innovation, automation, and content personalization. Marketing is defined by constant dynamics, change, and novelty, which requires specialists, entrepreneurs, and companies to stay vigilant. They must continuously learn, seek new effective tools, and, of course, follow the latest trends.
In 2025, gaining media attention has become more difficult due to growing competition for advertising. If you’re a new business, the media won’t come to you—you have to promote yourself. There are many methods and tactics, as well as various experiences. So, let’s get straight to the point: here are three key ways to get your business featured in the media and gain global recognition.
Three Key Strategies Explained
Your business should begin with a major goal: securing media coverage.
Let’s be clear—there’s no completely free way to achieve maximum global recognition. If someone managed to do it without investment, it was more luck than a proven strategy. But money alone isn’t a guarantee of success either; your efforts and actions also matter. Smart investments, combined with the right approach, will always bring results.
Let’s explore the first key strategy once the boundaries are established and the conditions are clear.
Strategy 1: Strong News Hook and Pitching to Journalists
The first way to attract media attention is to create a compelling news hook within your niche. This hook should align with their interests and present a strong story about your brand.
What is a News Hook and Why is it Important?
News Hook is a response to news, an event, or even a holiday. It doesn’t have to be just a dry statement of fact—it can showcase your unique interpretation and perspective. If you don’t have a strong news hook—the main reason for interest in your project—your communication efforts will be pointless. Even if your story gets published in the world’s top magazine, no one will truly care about it.
The news hook is the highlight, uniqueness, and appeal of your project. This will stick in the reader’s memory and resonate with them. People may forget the entire text and images, but they’ll remember the news itself or the uniqueness of the material. For example, you have an audience that sees you as an authority. When something significant happens in your industry, you should share your perspective on its causes and consequences. Of course, this will be a subjective take, but your audience expects it.
And news hook is also a content source (especially when there are no more ideas).
How to create a strong News Hook?
Although the main criteria for a news hook may seem simple, they are effective.
- Relevance: The news hook should be relevant to the events happening around you in your media space.
- Uniqueness: The news hook should be a highlight applied to all communication tools.
- Social significance: The news hook should impact public discourse by addressing the pain points of your target audience.
There are two categories of news hooks:
Planned
These are timely and situational events, which makes it easy to tailor content and incorporate future news hooks into your calendar or content plan. We recommend creating a calendar of planned news hooks so you can prepare content in advance. Additionally, we suggest monitoring audience interest in these news hooks using Google Trends.
Situational
These are more challenging to handle, as these news hooks are nearly impossible to predict. Here, clarity and speed are key, along with the courage to take risks, as the audience’s reaction can be unpredictable. To stay on top of the most resonant news hooks, it’s important to follow popular news outlets or niche news sources relevant to your industry.
For example, “A coffee shop has opened.” Why does it matter? Hundreds of coffee shops open every day. But what does a news hook for a story look like? Something like this: “A coffee shop has opened. A raccoon trained to be a bartender serves coffee at the bar.” Is it true, or does it grab your attention differently? Which one do you remember first? And more importantly, which one would make you want to visit the coffee shop? Maybe the second isn’t entirely true—there’s just a raccoon there, entertaining guests, not serving coffee. But it still makes the story memorable.
Overall, working with news hooks and mastering situational marketing is truly an art. And believe me, SMM specialists in large companies earn their fees and bonuses for a reason.
How to properly interact with journalists step-by-step:
Step one: Determine what makes your business story worth reading or watching. What kind of information drive might interest the desired media outlet and what can you tell and give the media about yourself? What sets it apart?
Step two: Stay current with news trends and pay attention to what media professionals are looking for in stories. Only with an understanding of what you can provide for journalists, proceed to the next step.
Step three: Once you have your story, identify local news outlets and contact their newsrooms. For example, if your business were in Rochester, NY, you could contact the Rochester Business Journal.
Step four: Write an effective pitch. Keep it brief, factual, and straightforward, and include an angle suited for the specific media outlet. A story without a visual element is unacceptable, no matter how compelling the content is. Follow this structure:
- introduction
- key problem that the project helps solve
- what distinguishes the project from competitors, features, unique ways to solve the problem
- call to action.
Step five: Prepare a press release. Writing a press release requires creativity—think from a reader’s perspective to identify what will grab attention and spark interest. Next, focus on facts that present the news objectively. This helps set the tone and ensures the release is easy to digest.
What Obstacles Lie Ahead?
This strategy is quite realistic and feasible to implement, but some nuances may hinder you. Finding, writing, and preparing a pitch and press release requires time, effort, and creativity—skills not everyone has. Time is money, and searching for a solid pitch can quickly become a waste. Unless your company is doing something as high-profile as SpaceX, you can write newspaper articles explaining how your company can best help people in specific ways. This can generate interest and raise awareness. However, in most cases, this approach doesn’t work. If the first strategy didn’t work, don’t worry—we have two more strategies in our arsenal.
Strategy 2: Journalist Assistance Services
The second way to attract media attention is by using journalist assistance services. This strategy also involves news hooks, but these are not created by you. Instead, they are provided by journalists, allowing other media outlets to quote you.
Journalist support services provide resources that help create news stories by simplifying the search for content, quotes, or statistics. These services aim to connect journalists with businesses and companies to secure media coverage. They enable the media to gather the necessary comments, quotes, and information from industry representatives to produce content. Using such platforms will help you save time you would otherwise spend on manual work and long, fruitless searches.
An overview of the best tools for connecting with journalists
- Qwoted is a platform that connects journalists with expert sources to secure media opportunities. The concept works by journalists submitting requests on topics of interest to them, and you respond in a way that increases your chances of being quoted by the media. The platform is designed for PR professionals and experts seeking serious and relevant media opportunities.
- ProfNet is a platform that connects experts and journalists to deliver value to readers. The platform allows journalists to submit detailed requests specifying the expertise they need, which are then sent to the subscribed experts. The platform is aimed at journalists, media professionals, PR agencies, and industry professionals.
- JournoRequests is a free tool used to gain PR and marketing insights through its extensive global reach. The platform sends request tweets, and people respond via DM or email. It is suitable for journalists, freelancers, PR professionals, and agencies.
- JustReachOut is an AI-based tool that helps PR pros find relevant pitches, featuring a comprehensive database of journalists, bloggers, and their email addresses. This platform is quite capable of replacing Google – allowing you to quickly find relevant journalists who cover your area of expertise. It replaces the manual search for email addresses with a simple click on ‘Send Email’ to reveal the journalist’s contact information. The platform comes complete with features for creating follow-up requests and email sequences.
- PitchRate is a free PR tool that connects journalists and the highest-rated experts. The principle of work is that journalists are given access to a wide range of experts in different fields and can post requests for sources, which experts can then respond to. They can also search for experts based on specific criteria and topics.
To evaluate the full range of functionality, advantages, and disadvantages, we have created the chart below.
How to work effectively with journalistic services?
Effective work with such platforms requires certain strategies and approaches, which we will now consider:
- Be clear: A simple rule that everyone forgets – clarity in asking questions is the most important thing. Clearly state the expertise you offer, the topics you’re interested in, and how your comment or quote can contribute to the journalist’s story. Be concise and to the point.
- Filter out: Match your query to the journalist’s work by using filters to find the most relevant experts or journalists. Your goal is to identify the best opportunities and respond as quickly as possible.
- Lightning reaction to requests: Don’t ignore your inbox. The quicker you respond to a journalist’s request, the higher your chances of being selected for comment or a quote. Being the first to respond increases your opportunity.
- Constant checking: Regularly check the platform for new requests and opportunities to engage with journalists, ensuring you don’t miss relevant news or trends in your industry.
- Maintaining long-term relations with journalists: After the first interaction with a journalist, don’t forget to stay in touch: provide additional information, and share new comments or materials to build a long-term relationship.
- Personalized responses: When responding to a request through the platform, personalize your reply to the specific journalist instead of using templates or generic phrases. This enhances your connection and communication tone.
The second strategy may be more suitable for creating news hooks with the help of journalists, albeit for a fee. If you’re still looking for other options, we have an entirely flexible approach — more on that in a moment.
Strategy 3: Playing by Your Own Rules
The third way to attract media attention is by directly purchasing media coverage. Most pitches typically come from PR firms, which is a standard practice. The final strategy is the icing on the cake — perfect for those willing to invest in high-quality media coverage and who prefer to operate on their terms.
Why are paid publications a viable way to get media attention?
Earned media has inherent credibility and the advantage of being virtually free, but, as the name implies, it must be earned. While paid media involves an upfront cost and native media requires time and creativity, earned media demands strategy, planning, and finesse. Paid media, such as brand posts on trusted third-party platforms, carries a high level of trust. Studies consistently show that paid media is seen as the most trustworthy by consumers, making it a key focus for your strategy and PR budget.
The Benefits of Paid Media
- Great speed and stability: Sites on paid hosting work faster because users get access to powerful servers with guaranteed resources, which is especially important for online stores and other sites with high traffic.
- Reliable support: Paid hosting offers access to professional technical support, ready to resolve any site-related issues, which is particularly valuable during technical difficulties or security attacks.
- Security and safety: Paid hosting providers offer enhanced protection against hacker attacks and malware, along with regular data backups that allow for quick site restoration in case of issues.
- Flexible settings: Paid hosting users have greater flexibility to customize their server, including choosing the operating system, software configuration, and other settings needed for optimal site performance.
How does PRNEWS.IO work?
If you’re looking for a reliable and effective PR platform, we recommend considering PRNEWS.IO.
PRNEWS.IO is a global platform that offers paid publications on world-renowned sites such as The Forbes, The Guardian, The Times, and more. It enables you to publish news, announcements, and other materials on trusted websites that reach diverse markets and audiences. We are here to help you achieve media coverage quickly, easily, and without breaking the bank. Let’s look at more detailed information about us.
PRNEWS.IO features:
- The Broad Network of Media Platforms
PRNEWS.IO provides access to over 10,000 media resources, including news sites, blogs, online media, magazines, television channels, and even influential influencers and news platforms.
- Ease of Publication
The platform provides a convenient interface for publishing press releases, allowing you to conveniently upload materials, edit them, and select appropriate resources for publication.
- Global Coverage
PRNEWS.IO has media resources available in different languages and countries, allowing brands to enter international markets.
- Flexible Targeting
The platform allows users to select countries, topics, and other filters to precisely target content to the right audiences.
- Media Partnerships
PRNEWS.IO also allows companies to establish long-term media partnerships and publish expert opinions, interviews, and other in-depth content on relevant platforms.
Publication formats in PRNEWS.IO
- Press releases to broadcast news about your company, products, or services to media resources.
- Articles and blogs for in-depth stories about your company or products.
- Advertising posts to create specialized posts targeted at a marketing audience.
- Native Advertising achieves better results because the content does not look like blatant advertising.
For more pricing information, how to get started, and the process of preparing and placing materials, please visit our website.
| Feature | Strategy 1: News Hook & Journalist Pitching | Strategy 2: Journalist Assistance Services | Strategy 3: Paid Media (PRNEWS.IO) |
|---|---|---|---|
| Cost | Free or low-cost | Typically free, but premium services may charge | Paid placements |
| Speed | Slow – requires time to craft a compelling story and get picked up | Moderate – depends on how quickly journalists need expert input | Fast – guaranteed publication within a set timeframe |
| Effort Required | High – requires research, writing, and outreach to journalists | Medium – involves responding to journalist queries and staying active on platforms | Low – PR platform handles publication |
| Success Rate | Uncertain – depends on the strength of the story and media interest | Moderate – depends on response time and journalist demand | High – guaranteed publication if paid for |
| Credibility & Trust | High – earned media is seen as unbiased and authoritative | High – quotes from journalists enhance credibility | Moderate – labeled as sponsored content but placed on authoritative sites |
| Flexibility & Control | Low – media outlets have final say over content and edits | Medium – some control over quotes but not over full articles | High – full control over message and placement |
| Best For | Businesses with strong, newsworthy stories and PR expertise | Experts looking to build media presence through journalist connections | Brands needing fast, reliable, and scalable media coverage |
Summing Up
Each strategy we present has its unique advantages, but the choice is ultimately yours. Below, we’ve provided a detailed comparison of the three ways to attract media attention in 2025.
From this, we can conclude that although the cost of paid media publications is higher, it offers the advantage of direct control over your content and ensures the fastest publication speed. By opting for paid media, you benefit from high performance, stability, technical support, and security. This not only guarantees the smooth operation of your site but also enhances your SEO results and contributes to greater media coverage.
To secure media coverage, timing is crucial—reach out to PRNEWS.IO today and start making an impact.
