How Publicists Get You in the Media: ShapiroPR Offers a Behind-the-Scenes Look at PR Campaigns
- Kelila Shapiro
- Aug 4, 2025
- 4 min read
Introduction: The Myth of "Getting Discovered"
There’s a common belief that great work automatically leads to attention. In reality and historically, the biggest names and the most iconic brands worked for years to reach the top. In today’s crowded, algorithm-driven world, getting noticed by the media doesn’t just happen. It’s orchestrated. Carefully. Strategically. And most of the time, invisibly. That’s the job of a publicist.
At ShapiroPR, we’re often asked: How do publicists actually get someone featured in the media? This behind-the-scenes guide breaks down the steps we take to get our clients placed in magazines, newspapers, TV interviews, podcasts, and online outlets. Whether you're an author, expert, founder, or influencer, understanding this process helps you see the value of professional PR and why media coverage rarely happens by luck.
What Does a Publicist Actually Do to Get Press?Here's How Publicists Get You in the Media:
As PRLab, explains, the role of a PR specialist involves managing relationships with the media, crafting key messages, and securing exposure that aligns with a client’s goals. But the actual process is more involved than it may appear from the outside.
Here’s what the media placement journey really looks like:
Media outlets are not in the business of promotion. They’re in the business of storytelling.
One of the first things a publicist does is figure out what about your story is timely, interesting, or culturally relevant. This process includes:
Identifying newsworthy angles
Aligning with trending topics or seasonal themes
Framing your expertise in a way that serves the outlet’s audience
Differentiating your story from others in your space
It’s not enough to say, “I launched a business” or “I wrote a book.” The publicist’s job is to ask: Why now? Why you? Why this story?
Step 2: Building a Tailored Media Outreach Plan
Media success doesn’t come from blasting a press release to 500 contacts. In fact, that’s a fast way to get blacklisted. Instead, publicists build highly targeted media lists based on your industry, goals, and message. This involves:
Researching reporters who have covered similar topics
Understanding editorial calendars (e.g., holiday gift guides, Women’s History Month, back-to-school)
Tracking outlet formats: print, digital, TV, podcast, radio, etc.
Analyzing previous stories to tailor pitch language
At ShapiroPR, we keep living databases of trusted media contacts segmented by beat, region, and audience. This saves time and increases success rates.
Step 3: Writing a Strong Pitch
A media pitch is not a press release. It’s a personalized email that makes the case for why your story matters to that specific outlet or journalist. A great pitch is:
Short (under 300 words)
Clear about the story angle
Includes credentials or credibility markers
Connects directly to what the outlet covers
Sometimes includes exclusive access or first-look offers
Example: For a Los Angeles author launching a wellness book, we may pitch to LA Times wellness reporters, KTLA Morning News producers, and niche health podcasts, each with a custom angle and hook.
Step 4: Following Up (The Right Way)
Following up is an art. Too soon, and it’s annoying. Too late, and the window closes. A seasoned publicist knows how to time follow-ups and keep communication professional, helpful, and non-pushy.
This stage often includes:
Nudging journalists with a new development (e.g., event date, celebrity tie-in, trending story)
Offering additional assets like photos or soundbites
Adjusting the pitch angle if it’s not landing
Navigating editorial gatekeepers and assistants
Many of our best placements at ShapiroPR come after the second or third follow-up. Not because the story wasn’t good, but because timing and context finally aligned.
Step 5: Coordinating Interviews, Features, or Guest Spots
Once a journalist or producer is interested, the publicist handles the logistics. This includes:
Confirming the angle, deadline, and format
Prepping the client for interviews (talking points, soundbite training)
Sending bios, headshots, media kits, and other assets
Coordinating calendars, studio bookings, and pre-records
Making sure the client shines while respecting the outlet’s needs
Think of your publicist as both your advocate and your handler during this stage.
Step 6: Amplifying the Win
Getting the media hit is just the beginning. Publicists help clients leverage the coverage for more visibility and credibility. That includes:
Sharing across social media
Adding logos or pull quotes to websites
Including clips in investor decks or speaker reels
Sending wins to industry contacts or newsletter subscribers
Creating a ripple effect to pitch other media (“As seen in…”)
Good PR multiplies itself. One story often leads to more, if the coverage is positioned correctly.
The Role of Relationships in Getting Press
Contrary to what some believe, publicists don’t “buy” coverage. But they do build relationships with editors, writers, producers, and bookers over time. These relationships are based on trust, reliability, and relevance. When a journalist knows that ShapiroPR only sends well-matched, on-brand stories, they’re more likely to open our emails, respond quickly, and say yes.
As Cision, a leading media research source for PR firms explains in their media trends guide, personalized pitching is more effective than generic distribution. A trusted publicist is often the difference between being ignored and being published.
Media Results Don’t Always Happen Overnight
Even with a great story, the media cycle is unpredictable. Editors change priorities daily. News breaks. Writers drop off assignments. Timing falls through.
This is why PR is a long game. It requires patience, persistence, and professionalism. It’s not about going viral for a day; it’s about building consistent visibility over time.
What ShapiroPR Does Differently
At ShapiroPR, we specialize in customized campaigns that reflect who you are and what you’re building. We never use cookie-cutter templates or outdated lists. We work with:
Entrepreneurs introducing new brands
Experts positioning themselves as media sources
Lifestyle products seeking editorial and gift guide placements
Public figures managing visibility and brand image
Our campaigns are grounded in strategy and tailored for your audience, timeline, and goals. And our pitches get opened because they’re built on value and relationships.
Conclusion: Media Doesn’t Happen by Accident
If you’ve ever wondered how people land in Forbes, Good Morning America, or NPR, it’s usually not luck. It’s a publicist.
From crafting your message to connecting with the right gatekeepers, publicists are behind the scenes making sure your voice gets heard, your brand gets seen, and your reputation is protected.
Ready to Be Heard?
If you're ready to step into the spotlight, build media credibility, and share your story with the world, ShapiroPR can help.
Los Angeles-based | Serving clients nationwide. Schedule a free consultation: www.shapiropr.com/contact
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