Media relations
Media relations and press coverage
We help businesses turn genuine news into coverage: finding the angle, writing the press release, building a targeted media list and pitching the journalists who cover your subject. Based in Wakefield, working with businesses across the UK.
Press coverage or public relations?
This page is about campaigns built around a specific story: a launch, an opening, a milestone, new research or expert comment on something in the news. If you need ongoing reputation management, stakeholder communications or crisis preparation, that is public relations, which can include media relations as one part.
What makes a story journalists will cover
Journalists are looking for stories their readers will care about. Before writing anything, we test the story against the questions an editor will ask.
Is it new?
A launch, an opening, a first, a significant contract or a change that affects people. Old news and general company updates rarely get picked up.Who does it affect?
Local people for regional press, an industry for trade titles, a wider group for national outlets. The audience decides which journalists to approach.Is there evidence or a human angle?
Original data, a customer story, a striking photograph or a spokesperson with a clear view make a story easier to run.Is the timing right?
Tying a story to a date, season, report or wider news theme gives a journalist a reason to publish it now.
Is it a good fit?
A good fit if you have…
- A genuine announcement: a launch, opening, investment, milestone, award or partnership
- Data, research or a survey that says something new about your sector
- A spokesperson who can give expert comment on topics in the news
- Someone available to answer journalists' questions, and photographs to support the story
Probably not the right fit if…
- There is no news yet; it may be better to plan ahead with ongoing public relations
- You need guaranteed coverage in a named publication; that is advertising or sponsored content
- You are dealing with a crisis or a sensitive issue; see public relations and take legal advice where needed
What's included
Typically included
- Developing the story and the angle for each type of outlet
- Writing the press release, with quotes agreed with you
- Researching a media list of relevant journalists in regional, trade, online and national media
- Personalised pitching and follow-up
- A press kit: background information, spokesperson biographies, approved images and key facts
- Briefing your spokesperson before interviews
- Tracking and reporting the coverage achieved
Not included
- Guaranteed coverage, which editors decide
- Paid advertorials, sponsored content or wire-distribution fees, unless agreed in advance
- Photography or video production, unless scoped in the proposal
- Crisis communications and ongoing reputation management, which are part of public relations
How a media relations campaign runs
1. Find the story
We talk through what is happening in your business and agree the strongest angle, the target outlets and the date.2. Prepare the materials
We write the press release, gather images and facts, and agree quotes and who will speak to journalists.3. Pitch
We contact relevant journalists individually, explaining why the story matters to their readers.4. Follow up and report
We handle questions and requests, track what is published and report back on the coverage and what we learned.
What affects the cost
Cost depends on the number of stories or announcements, how broad the media list is, whether photography or research is needed and how much spokesperson preparation is involved. Because coverage cannot be guaranteed, you are paying for the work that gives a story its best chance, not for a set number of articles. Ask us for a quote for your announcement.
Frequently asked questions
Can you guarantee coverage?
No. Editors and journalists decide what they publish, and anyone who guarantees earned coverage is either selling paid placement or overpromising. What we control is the quality of the story, the materials and the targeting, which is what gives a pitch its best chance.
What is the difference between a press release and a pitch?
A press release is the formal written announcement with the facts, quotes and contact details. A pitch is the short, personal note to a specific journalist explaining why the story matters to their readers. Most coverage starts with a good pitch; the release supports it.
How far ahead should we plan?
It depends on the outlets. Online and daily news can move quickly, while monthly magazines and trade titles often plan issues well in advance. Tell us your date as early as possible so the materials and media list are ready in time.
Do you target regional and trade media as well as national titles?
Yes. For many businesses, regional press and the trade publications their customers read are more relevant, and more realistic, than national newspapers. The media list is built around what your audience reads.
Is this the same as public relations?
It is one part of it. Press coverage is a campaign around a specific story. Public relations is the ongoing work of managing your reputation and communications with all your audiences, of which media relations is one channel.
Related services and guides
Services that often go with this one
- Public Relations
Ongoing communications and reputation management: messaging, stakeholder communication and crisis preparation.
- Digital Marketing
SEO, Google Ads and paid social management, measured by the enquiries and sales they bring in.
- Branding & Graphic Design
Brand identity, logo design and brand guidelines that keep your business consistent across web, print and social.
Costs, comparisons and examples
- Freelancer vs agency
Cost, reliability, range of skills and risk compared.
The Lilybank Agency is based in Wakefield, West Yorkshire, and works with businesses across the UK. See all our services, browse the portfolio, read our case studies or see the areas we serve.
Talk to us about your project
Tell us what you need and what you already have. We will get back to you within one working day to talk through scope, timings and budget.