Media outreach step by step

At Adhesive, we find your story, help you earn it and make it stick. In the Australian and New Zealand media landscape today, that approach matters more than ever.

For founders and marketing leaders at high-growth tech and lifestyle companies, media outreach can sometimes feel like guesswork. Messages are sent, inboxes stay quiet and the process starts to feel like luck rather than strategy. In reality, earned media is one of the most powerful tools available for building credibility and reputation.

This guide outlines how we approach media outreach in a landscape shaped by leaner newsrooms, faster publishing cycles and new ways people discover information online.

Why media outreach matters in the trust economy

Consumers and decision-makers are increasingly sceptical of marketing. They recognise paid placements instantly and often look beyond them for signals of credibility.

Editorial coverage carries a different weight. When a journalist chooses to cover your brand, it acts as independent validation. That endorsement builds trust with audiences and strengthens how your brand is perceived by partners, investors and potential customers.

Outreach is what connects a strong product with a strong reputation. Mass distribution lists and generic press releases rarely achieve that outcome. Modern media engagement relies on relevance, timing and a clear understanding of what makes a story genuinely interesting.

Finding the story

Before writing a pitch, it is important to step back and examine what you are actually offering.

Many founders assume their product launch is the story. In most cases it is not. Journalists are looking for the tension behind the product. What problem is being solved, what behaviour is changing, or what insight the business reveals about a wider shift.

When shaping a story, we look at context. What is happening in the market or the broader economy that makes this relevant now. What is the founder perspective behind the company. What insight or data exists that others cannot easily access.

When those elements align, the narrative becomes far more compelling.

The strategy of targeting

Once the story is clear, the next step is identifying where it belongs. Coverage is most effective when it reaches the audience that matters to your business.

For technology companies, industry publications and founder-focused outlets often deliver stronger engagement than general news. For lifestyle brands, cultural and category-specific publications may provide greater relevance.

Thoughtful targeting improves outcomes and protects relationships with journalists. It also contributes to your wider digital footprint. Coverage in trusted publications strengthens authority signals that influence both traditional search rankings and AI-generated summaries.

The anatomy of a pitch

Journalists receive a constant flow of emails. Clear, direct communication is essential.

A subject line should describe the story without unnecessary language. The opening lines should explain why the story matters and why it is relevant to that particular audience. Demonstrating familiarity with a journalist’s recent work signals that the pitch is considered rather than automated.

The message should remain concise while offering something tangible. This could be access to a founder interview, exclusive data or an opportunity to trial a product.

The tone should feel professional but human.

Following up with respect

Following up is part of the process, but it should be handled carefully. A short, thoughtful follow-up after a few days is appropriate if it adds new context or value.

If there is no response, it is best to move on. Relationships matter more than any single placement. Timing can change quickly, and new developments may provide a more relevant opportunity to reconnect later.

Agility is important here. When a major industry development occurs, a well-prepared comment from a founder or expert can create an opening for coverage.

Earning the placement

Once a journalist expresses interest, the focus shifts to making the process seamless.

Providing clear information, responsive communication and accessible spokespeople makes a significant difference. Journalists are working under tight deadlines and appreciate sources who are prepared.

Strong visual assets also help. Lifestyle brands benefit from editorial-quality imagery, while technology companies should ensure their product explanations are clear and free of technical jargon.

Preparation often influences the depth and prominence of a story.

Making it stick

Coverage is only the beginning. The value of earned media grows when it is used strategically.

Sharing the story across owned channels helps extend its reach. Featuring credible media logos on your website reinforces trust with prospective customers. Coverage can also support investor conversations, recruitment efforts and brand positioning.

Measuring success today goes beyond counting articles. Brands are increasingly looking at share of voice within their category, sentiment across coverage, referral traffic from media placements and changes in branded search behaviour following key stories. Media monitoring and AI-assisted analytics tools now help track how brands are discussed across publications, social platforms and search environments.

Consistent coverage in trusted outlets contributes to how your brand is surfaced in search results and referenced in AI-generated answers. Earned media therefore plays a role not only in reputation, but also in digital visibility.

The Adhesive approach to impact

Media outreach is ultimately about purposeful storytelling. It requires a human tone, disciplined targeting and the ambition to contribute something meaningful to the conversation.

For early-stage and scaling businesses, this approach turns media engagement from hopeful outreach into a strategic growth lever. By focusing on stories that matter and placing them in the right environments, brands build credibility that compounds over time.

This is how reputation is built. One story at a time.

Learn more about Adhesive, our award-winning work and the team behind the narratives at www.adhesivepr.com.au.

Or better yet, drop us a line. We are always up for a chat.
hello@adhesivepr.com.au