How to find press opportunities

There are so many press opportunities out there - they’re not reserved for celebrities, billion-dollar brands, or people with huge PR teams. They’re everywhere. You just have to know where to look… and how to spot the right opportunities for your business.

Landing that dream feature could completely change your business and open doors to more visibility, credibility and clients than ever. That “ as featured in…” badge would sit pretty nicely on your website and socials, right? But chances are, you’re feeling a little overwhelmed and don’t know how to find press opportunities for your business. 

Do you want the good news? PR isn’t some big mysterious, terrifying beast. It can actually be very doable and dare I say… fun. So, how do you find press opportunities that actually lead to media coverage? Let’s break it down.

5 steps to finding press opportunities for your business 

1. Avoid the “spray and pray” method

Yes, it’s tempting to pitch to everyone. But please don’t. You’ll only exhaust yourself, clutter inboxes, and waste time sending emails into the internet abyss.

Think of it like gardening - you don’t just scatter seeds anywhere and hope for a perfect tomato plant. You prepare the soil, pick the right spot, and water it consistently. Getting your business in the press works the same way. 

Instead of blasting your pitch everywhere, focus on the journalists who actually cover your niche, who care about your industry, and who are writing about topics where you genuinely belong. Your chance of success - and yes, a juicy, ripe feature - is way higher when you’re intentional.

2. Keep your eyes open

Press opportunities won’t land in your lap whilst you sip your morning latte (disappointing, I know). You have to look for them. If you want to get your business in the press, you’ve got to be proactive. 

The good news is, journalists post requests for experts like you all the time (I literally get requests landing in my inbox by the hour). 

There’s tons of places where journalists post requests online too. Some on social media and some on more obscure corners of the internet you didn’t even know existed.

I’d recommend keeping a list of potential journalists or publications that fit your niche and regularly set aside time to scan for new press opportunities. 

Why? Because being first to notice a relevant media opportunity makes you far more likely to be featured. Time really is of the essence when it comes to PR. Getting first dibs is key. If you can make a connection between your expertise and what the journalist wants, strike while the iron is hot!

P.S. I’ve created a quick pitching guide to help you start landing dream press features. It’s completely free to download here.  

3. Build relationships 

You wouldn’t show up empty-handed to a dinner party, right? The same goes for PR. Don’t slide into a journalist’s inbox with a random pitch before building rapport. A thoughtful, timely connection lands way better.

How do you build connections with journalists? Start by paying attention to their work. Read their articles, listen to their podcasts, scroll through their social feeds. Comment, share, or react in a thoughtful way.

Of course, don’t overdo it. Be the person journalists want to feature because you make their life easier, not because you harassed them relentlessly. 

The more you nurture these relationships, the more journalists recognise your name, expertise, and value. Suddenly, when a story breaks or a press opportunity pops up, they think of you first. That’s what you want. 

The bottom line: It’s about being a credible, interesting, and reliable contact. 

4.Make it easy for journalists to say yes

Journalists get bombarded with pitches all day. If you want them to read yours and actually reply, you need to make it ridiculously easy for them to say yes. “How do I do that?” you ask…

Firstly, show them why your story matters now. Tie it to trends, news hooks, or angles that make it timely and useful for their audience. That will go a lot further than “I’m awesome, feature me.” 

Second, add a good dash of personality to your pitch. Don’t suddenly turn into a corporate robot. Show your human side. Crack a little joke, let your enthusiasm shine, or sprinkle in the quirks that make you… you. Your personality makes your pitch memorable and helps the journalist connect with you, not just your story. So be authentic. Be witty. Be YOU. 

Last but not least, be as concise as possible. Journalists don’t have time to read your life story. They’re busy people with overflowing inboxes - and probably a coffee that went cold five minutes ago. 

So hit them with the important stuff first: what’s the story, why it matters, and why you are the person they should talk to. Bonus points if it makes them smile or raises an eyebrow - just don’t get carried away with your life’s entire timeline. 

5. Have patience, my friend 

Of course, you want the “We’d love to feature you!” email to land in your inbox as soon as possible. But getting your business in the press takes time and patience.

Even the most perfect pitch can sit there for a while before it gets a reply (if it does at all). That doesn’t mean it wasn’t good - it just means timing plays a huge part in this game. Sometimes a “no” just means “not right now.” 

Press wins aren’t about being the loudest - they’re about playing the long game with a cool head.

Keep showing up, keep nurturing those relationships, keep pitching smartly… and the pay-off will be oh-so worth it. 

Let’s wrap up…

We’ve run through some of the best ways to find press opportunities for your business. Not as hard as it seems, right?   

Finding press opportunities is about strategy, timing, and knowing what actually makes a journalist lift an eyebrow (instead of hitting delete!)

There’s no doubt about it - getting featured in the media is hands down one of the smartest moves you can make for your business. It puts you in front of the right people, gives you instant third-party credibility, and makes your expertise undeniable. 

My last little bit of advice…. Back yourself. You’ve got this. 

On your way out, don’t forget to grab my free quick start guide to finding press opportunities. You can download it for free here. 

And hey, if you want to take it one step further and have a proper chinwag about how to get your business in the press, you can book a free discovery call here. I’ll pop the kettle on. What are you having?