How to Get More PR Placements 📰 (Bonus Newsletter)

Over the past few years, I’ve been fortunate to be featured in leading publications and media outlets like The New York Times, The Hollywood Reporter, Business Insider, Fast Company, Ad Age, Digiday, TechCrunch, and many others without a PR team or ever paying for placements.

Journalists often reach out to me for insights on influencer marketing trends, the creator economy, and social media platform updates. But this didn’t happen overnight.

The Goal That Sparked It All

Back in 2021, I set a few career goals. One of them was to be recognized as a thought leader, for lack of a better word, in the social media, influencer marketing, and creator economy space. A small but key piece of that goal was securing PR placements.

Why? I viewed media placements as a way to validate my knowledge and experience externally. Having respected publications acknowledge my insights, even though they didn’t see my day-to-day work, was important. The target number I set was five for the year. It seemed ambitious but attainable. I ended up surpassing that goal, although I don’t remember by how much, but it happened fairly quickly.

Today, I’ve secured hundreds of placements, sometimes even a handful in a single month. PR is invaluable because it builds credibility, strengthens thought leadership, puts you in front of new people, creates business opportunities, and more.

A lot of people ask me how I’ve done this. There wasn’t a grand plan, but looking back, I’ve identified a few key strategies and tactics that have worked. If you're looking to increase your PR presence, whether for yourself, your business, or your clients, here are some tips to help you do just that.

1. Write About the Topics You Want to Be Recognized For

One of the most effective ways to attract PR opportunities is by consistently discussing the subjects you want journalists to associate you with. For me, this has been vital in securing ongoing media placements.

By regularly sharing your thoughts—whether through blog posts, LinkedIn updates, or newsletters—you create a routine of discussing industry trends and developing your own perspectives. Journalists often want expert commentary and unique points of view, and by actively sharing your insights, you position yourself as a valuable resource.

This content also enhances your discoverability. Journalists frequently search for existing content before writing their own stories. If you're already addressing a hot topic—through a blog post, social media update, or video—journalists are more likely to reach out.

For instance, I was recently contacted after I wrote about TikTok’s affiliate integration on LinkedIn and ended up being featured in a piece a few days later. Share your insights, and journalists will find you.

2. Make It Easy to Get in Touch

If journalists have to go through hoops to find your contact information, they’ll likely move on to someone else. Ensure that your email or contact form is easily accessible for media inquiries on your website. On social media, include an email address in your bio for inquiries.

If you’re creating content, make sure the communication tools on those platforms are straightforward to use. Journalists will often reach out through the channel where they first discovered you. For instance, I frequently write on my website, and that’s often how journalists find me. They can easily contact me through my contact form. 

3. Reach Out and Introduce Yourself

While creating content can help you get discovered, one of the simplest ways to secure PR placements is to take the initiative. Don’t wait for journalists to find you—reach out to them directly.

Over the years, I’ve done this through email and LinkedIn. Many journalists list their contact information in articles or on social media profiles, and they are often receptive to pitches or suggestions for sources.

Here’s my approach:

• Introduce myself and briefly explain my background.

• Reference an article of theirs that I found insightful.

• Offer myself as a resource for future stories.

• Share areas where I can provide insights.

• Link to past articles where I’ve been quoted (to provide social proof).

• Optionally, suggest a brief introductory chat if they're interested.

LinkedIn has become especially effective for PR outreach. More and more journalists are using it—not only to share their own work but also to find sources. This trend will continue as LinkedIn increases its support for journalists and publications. One major advantage of reaching out through LinkedIn is that journalists can immediately get a sense of who you are through your profile. If you’re sharing content and/or have a decent following, that can leave a strong first impression.

Not every journalist will respond, but that’s okay. The key is to plant the seed for future opportunities. I've had journalists reach out months later when a relevant topic came up.

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