Building media relations: Earning your share of coverage

In general, media relations in the German-speaking markets are about trust. Perceiving themselves as guardians of consumer interests, journalists need to feel comfortable with you and your story. In this sense, journalists are like customers. 

Some will like your offer right away. Others (and unfortunately that means most) will need to be convinced that you and your brand are worth reporting. 

Remember, journalists receive a ton of press releases and other information pieces every day, and every company is asking them to report on them. 

To build relations, you need to feed journalists with information that is relevant to them. Not jut once, but all the time. And don’t expect them to report on it, even if some will. 

Because what you are doing is establishing ties between journalists and your brand. Even if they won’t report (yet): they will acknowledge the progress you’re making. 

And at some point, journalists will ask you for in-depth information when you trigger them with info pieces. That’s when you know they trust you. And that’s when you can start a purposeful relationship.

Build media relations.

Your initial briefing is free of charge. 

Media Relations

+ media relations strategy

+ messaging document

+ press kit

+ media event

+ release distribution

+ media monitoring

+ story development

How to build productive media relations. 

1 Awareness or influential reports?

There are two main elements of media relations. 

A) Mass publication of press release content to generate awareness.

B) The generation of influential reports published by leading media.

The former is about convincing journalists in the instant they receive your information, the latter is achieved by developing trust between journalists and your company. 

2 Relevance, trust, and cooperation

Building media relations is about building trust and relevance with journalists. That means providing news and stories they can use. Again and again. 

It’s about starting a narrative and keeping the flow. 

Measuring the success of media relations is not as easy as with digital marketing. But one thing’s for sure: trust-building online articles in your target group’s most favored media are priceless.

3 Focusing on the journalist

Media relations focus on the multiplier, the journalist, who receives the story and decides whether or not to report on it.

Always remember: journalists are your customers and they can decide for or against your stories. To deliver the gains, you need to understand their pains. 

4 Acknowledging the pains

In the pitching process, journalists are gatekeepers. Due to their task of informing the public, they publish what they feel is interesting to their readers. 

Your task is to anticipate media interest to be able to put your messages in the context that media like. And that involves research and experience. 

5 Delivering the gains

Journalists want news. In addition to fact-based press releases, there are various methods for delivering interesting news to journalists. 

You can create a favorable setting for presenting the information. Offering CEO interviews is helpful, as is organizing media events, such as press conferences, familiarization tours, and workshops with senior management.  

Media relations package


media relations strategy + messaging document + press kit + media event + release distribution + media monitoring + story development

Get in touch!
German Content Vienna Berlin and automotive startup Borgward Group AG logo Borgward

Overseas PR / DACH CRM Mgr.

Overseas markets brand communications · content creation: Social, PR, marketing · setting up customer communications (structures, call center, test drives) in German-speaking countries · speaker at Borgward events in Asia and Middle East

Joe Wiedemann PR Manager Hyundai Motor Europe Logo Hyundai

Hyundai Motor Europe PR Manager

European brand positioning · European messaging / one voice communications (15+ countries) · European website (2004): concept and content · new model launches: auto show presentations / media test drives, incl. fuel cell electric road tests. 2006 Soccer World Cup Sponsorship.

Joe Wiedemann Account Director Kia Motors Europe Logo Kia

Kia Motors Europe (Agency Account Director)

European brand positioning · PR planning (test drives and motor show activities) · content development · network coordination · media relations

German Content Vienna Berlin and automotive startup Voltia Logo Voltia
2020 -

External Communications advisor

Positioning Voltia as both vehicle design & conversion and e-mobility consultancy in the German-speaking markets · Content: Social, website, press material · media relations Germany, Austria, Switzerland

German Content Vienna Berlin and biotech startup Biotensidon Logo Biotensidon

Biotech external advisor

Global positioning · Global messaging · Planning and implementing initial media soft launch in 2016/2017: educating editors on rhamnolipids (bio surfactants) · disseminating press releases · organizing interviews and byliners in biotech-media · original German content for website.

Joe Wiedemann Global Media Spokesperson DHL Express Logo DHL

Global PR Manager DHL Express / Global media spokesperson

Global re-positioning DHL Express: from full-range to time-sensitive · re-organization communications · global PR planning & content development · global network coordination · PR support to CEO and Top Management

Five key success factors of media relations:

Be sincere

Don't lie to journalists or promise what you can't deliver.

Define the right media

Address media that are really interested in the topic

Monitor reporting

Check media reports to identify opportunities

From person to person

Talk to journalists and ask them for their favorite topics

Tailored information

Deliver your information in the style they like

Contact us to start building your media relations.
Establish strong ties that will help you build trust with your customers.