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Get free publicity!

This step-by-step guide explains how.

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Frequently Asked Questions

Why should I chase free media coverage?

Your business will get more exposure, more credibility, a better Google ranking and better customer relations. READ MORE.

Why do some businesses shun the media?

Either because they’re scared to engage with the media or they can’t see the value of free publicity. READ MORE.

Can every business score free media coverage?

Why would the media want to cover my business?

Every business has interesting, relevant news – even if they don’t realise it. READ MORE.

Should I be nervous about the media?

Generally, people who treat the media with respect get favourable coverage, while those who don’t get unfavourable coverage. READ MORE.

What are journalists like? Can they be trusted?

Journalists are surprisingly ordinary people – no more or less honest, no more or less intelligent. READ MORE.

How can I build relationships with journalists?

Through face-to-face meetings, phone chats, social media interactions and email exchanges. READ MORE.

What is news and how do journalists find news?

News is new information that journalists either sniff out through their sources or have delivered to them via media releases. READ MORE.

What’s a media release?

A media release is an article that businesses, governments, community groups and individuals distribute to the media to publish. READ MORE.

What should I put in my media releases?

News, commentary or both. READ MORE.

Can I send the same media release to different publications?

There’s no legal or ethical reason why you can’t, but it’s smart to tailor your media releases to meet the different needs of the different publications. READ MORE.

Why are some media releases published and others rejected?

Journalists publish media releases that contain interesting, relevant news and ignore those that contain boring, irrelevant propaganda. READ MORE.

What can I do if I don’t have the skill or time to write media releases?

Outsource the job to a freelancer. READ MORE.

What’s the secret to writing well?

Keep things simple. Avoid big words, long sentences and industry jargon. READ MORE.

How can I become an expert commentator?

Register with dedicated platforms and offer your services to journalists. READ MORE.

Why should I chase free media coverage?

Media coverage gives businesses four things: more exposure, more credibility, a better Google ranking and better customer relations. Businesses usually have to pay for these benefits – but if you play your cards right, you can get some or all of them for free. More...

Why do some businesses shun the media?

Even though businesses can benefit greatly from free media coverage, some do everything they can to avoid the limelight. Why? It’s because they’re scared. There are two main reasons people are scared of the media: fear of looking stupid and fear of losing control of a...

Can every business score free media coverage?

A lot of people don’t believe me when I say this, but, yes, every business can score free media coverage. I’m not just talking about big, important businesses – I’m talking about all businesses, even corner stores or one-man operations. I should know: I’m a journalist...

Why would the media want to cover my business?

There are two main reasons why a journalist would choose to cover a business. The main reason is that the journalist believes the business will be able to provide something of interest to his audience. A secondary reason is that the journalist hopes the business will...

Should I be nervous about the media?

The media is a bit like a German shepherd dog – it can look intimidating and it can have a vicious bite, but it can also be incredibly friendly if you know how to handle it. I love dogs – and, wouldn’t you know it, I never seem to encounter any nasty ones. Conversely,...

What are journalists like? Can they be trusted?

A lot of people have extreme views of journalists – they either put them on a pedestal or think they’re sewer rats. Some people believe that newspapers and magazines are staffed by extraordinarily intelligent journalists who only write about extraordinarily important...

How can I build relationships with journalists?

Smart operators make a point of trying to become friendly with journalists. Their calculation is that if they can build relationships with journalists, not only will they get more coverage, but they’ll be in a better position to control that coverage. They’re usually...

What is news and how do journalists find news?

As the term suggests, news is new information. News publications are hungry for new information, so the fresher any news is, the more likely it is to be published. News publications also publish commentary – ‘Person X says Y about Z’. Technically, this isn’t news, but...

What’s a media release?

A media release is an article that businesses, governments, community groups and individuals distribute to the media to publish. Media outlets are then free to use this article as they please – they can ignore it, publish it verbatim, re-work it or combine parts of it...

What should I put in my media releases?

There are two types of information you can include in media releases – news and commentary. News would be anything your business has recently done – such as investing in a piece of technology, installing some machinery or making a charitable donation. News would also...

Nick Bendel is a journalist, and an expert in writing, communications and media strategy. He can be contacted at

nick@freemediacoverage.com