If you want your business noticed in today’s crowded marketplace, you need to be seen and heard by the right people, in the right way, at the right time.
While paid advertising certainly has its place, many business owners are overlooking one of the most powerful and cost-effective opportunities available to them: free media exposure.
Media coverage builds awareness and credibility, and in today’s digital environment, it also plays a critical role in how artificial intelligence (AI) models find and recommend you.
Business Blueprint members recently attended an insightful online training workshop with Profile Media’s Sue Papadoulis, who showcased how she helps her clients to secure over $6 million worth of publicity every year, and explained the role the media has to play in your overall digital footprint.
Why AI-Recognised Media Coverage Matters
AI-driven platforms like ChatGPT and Google are now analysing your presence across the internet, not just your website. This includes your mentions in digital media and on LinkedIn. These platforms prioritise trustworthy sources, meaning that earned media from respected publications carries significant weight.
Unlike SEO, which is about being found, AI Optimisation (AIO) is about being recommended. When AI recognises your name repeatedly associated with a particular topic, it starts to form a “knowledge graph” of who you are and what you’re an expert in. This repetition and relevance can position you as a thought leader, which leads to more visibility, more trust and ultimately, more business.
First Step to Media Coverage: Embrace Your Expertise
You’re a business owner… and that means you’re an expert in what you do.
You don’t have to be the biggest player in your industry or the one with the most experience to be seen as credible. If you’re running a business, you know things that others don’t – and that’s valuable.
Thought leadership is about sharing what you know: through blogs, opinion pieces, interviews and especially media releases. Your knowledge becomes content, and that content becomes currency in the digital world.
Finding Your Media Story
Getting media attention isn’t about promoting the basic fact that you or your latest product exist.
When you pitch to the media, you need to share useful insights that solve real problems for real people. An announcement like “Company X opens a new office” is not interesting unless you have a hook like ‘Company X opens a new office unlike anything any employee has ever seen’, which may be picked up by a commercial real estate publication.
At a more consumer-focused level, journalists are interested in topics like how to avoid sunburn this summer, or five ways to boost your immune system ahead of flu season.
To come up with strong story ideas:
- Think about the problems you solve for your clients.
- Consider seasonal events and trending topics.
- Ask yourself what advice or tips you could share that would help others.
These ideas form the backbone of a compelling press release. It’s not about you – it’s about what you know and how you can raise an important issue or help people solve their problems.
Writing a Winning Press Release
Here’s the proven structure for a press release that works:
- Headline: Short, snappy and specific. Focus on the value to the reader, not clever wordplay.
- Opening Line: A clear, strong statement that supports the headline and summarises the main idea.
- Quote From the Expert: This should be you, written in the third person, sharing a powerful insight.
- Dot Points: Three to five bullet points that explain how to achieve something or solve a problem.
- Supporting Quote: Ideally from another expert, client or a reputable statistic, to add credibility.
- Call to Action: A helpful resource or guide (not a sales pitch) that adds further value.
- Boilerplate: A short bio about you or your business.
- Contact details: Who should the journalist call or email to follow up?
Importantly, format matters. Use line spacing, bolding and one sentence per line to make it scannable. Journalists are time-poor – if your press release is difficult to read or too long (a single page is ideal), it won’t get read.
Where to Send Your Press Release
Once your release is ready, the next step is distribution. Start by building a small list of ten relevant media contacts rather than aiming too broadly.
Focus on outlets that reach your target audience. Most journalist names can be found on articles or media websites, or by calling reception to ask who covers your topic.
When you send your release:
- Put the headline in the subject line of your email.
- Add a short pitch in the body of the email explaining why the story is relevant.
- Include the press release both in the body of the email and as an attachment.
- Include a photo that can be used if the journalist wants to copy, paste and publish an article.
Follow up after 24 hours with a phone call or a second email. Journalists are busy, and a polite nudge can make a big difference. If you receive a “no,” ask for feedback – it could help shape your next pitch.
Remember: ‘No’ is not ‘Never’. Aim to send out one media release per month for at least six months. This builds momentum, increases recognition, and creates a trail of digital breadcrumbs that AI and potential clients can follow. It costs very little and you may find you get a call out of the blue to lend your expertise to a story.
Amplifying Your Story
Once you’ve secured media coverage, don’t stop there. Repurpose the content on LinkedIn and other platforms. A single story idea can be turned into a post, article or even a podcast pitch.
Consistency over time builds authority.
The Human Element Still Matters
While AI is changing the rules, human connection still counts. Avoid relying entirely on AI to write your content. Journalists can spot AI-generated material, and it risks sounding generic or impersonal. Use AI as a tool, but keep your unique voice at the forefront.
About Business Blueprint
The World’s #1 Business Program
Business Blueprint brings members the latest techniques and strategies to take control of their marketing, build better foundations and achieve the growth they are dreaming of.
If you’re tired of the business owner hamster wheel and sick of spending every day putting out spot fires, sign up for personal support, group accountability and access to the strategies that will maximise your profits and free you from the daily grind.
Membership includes:
- In-person conferences
- Weekly workshops (including AI news and training)
- Access to a library of over 1000 training videos (check out some samples here)
- Accountability groups
- One-on-one coaching calls
Want to know more? Book a call with a member of our team today.
