In this divisive, politically charged climate, media outlets are increasingly careful with what they publish and what sources they trust. Reporters are keenly aware of the stakes: losing audience trust or, worse, facing legal consequences. If you want the media to cover your announcement or event, they won’t simply take your word for it. They need verifiable, credible sources before risking their own reputation.
To increase your chances of media coverage, ensure you’re providing at least one or two of the following trusted sources:
1. Press Releases
While press releases may seem outdated in 2025, they remain one of the most trusted tools for journalists. According to the latest Cision State of the Media report, press releases are the top source reporters rely on for credible, easy-to-use information.
Press releases are clear, public, attributable, and official—meaning reporters don’t need to chase quotes or sift through rumors. A well-crafted press release does the work for them, offering a vetted, quotable summary straight from the source. Despite their age, press releases remain essential to the media’s workflow.
2. Providing Data
The best way not only to grab a reporter’s attention but also establish your credibility is with data. According to the State of the Media Report, “Not only do they rely on data, but the majority of journalists rely on the public relations professionals they partner with to provide it.” Whether it’s survey results, market research, social listening insights, or web poll statistics, reporters value numbers that reveal consumer behavior. Not only do these insights support your story, but they may also contribute to other stories a journalist is developing. Data lends objectivity and authority—making it far more likely your news will be cited.
3. Leadership Available for Interviews
A direct quote from a company leader—CEO, VP, or spokesperson—adds weight to any story. If you’re sending out an announcement, ensure someone from your leadership team is available for interviews.
Journalists often work on tight deadlines, and interview opportunities can arise with little notice and minimal time for preparation. Having an informed, media-ready spokesperson on standby can make or break your media opportunity. A live, real-time conversation not only adds credibility but can also turn a simple pitch into a featured story.
4. Company Website Listings
If you’re promoting an event, it must be visible on your company’s website. Journalists rely on official sources to validate details, and if your event isn’t publicly listed, it raises red flags.
Reporters won’t risk directing their audience to an event that might not exist or may have changed. Moreover, they may not retain your original email pitch—having a reliable link to your site gives them a go-to reference while writing. Keeping your website up to date is a simple but powerful trust signal.
5. Social Media
Fifteen years ago, it would have been unheard of for reporters to use social media as a source. As the world changes, those who write about it have to adjust. Human beings put so much of their thoughts, feelings, and lives on social media that it would be negligent and misleading for reporters NOT to pay attention and write about it. A polished LinkedIn page signals professionalism, while promoting events on Instagram, Facebook, or X (formerly Twitter) can enhance visibility and trust. Reporters know their audiences consume content through these platforms—and referencing social media posts is often the best way to connect with readers where they are.
Landing media wins is much harder than it used to be, and in the era of fake news, misinformation, and lawsuits against large media outlets, reporters and editors are much more selective with what they accept as a source. Therefore, it is more important than ever that you have a sound public relations strategy to reach them that uses the above sources to tell them your brand means business.
If you would like help with your media outreach strategy, feel free to contact us. We offer a variety of services like public relations, digital marketing & analytics, marketing & brand strategy, and more to small and large companies.
