Pitch to Press: Here’s What Actually Happens in Between

Ever wonder what happens after your PR team hits send on a pitch?

To many founders, PR can feel like a bit of a mystery. One moment, your story is being crafted and sent out into the world, and the next, you’re tagged in an article, podcast, or TV feature. But what happens in between is where the real work, and the real magic, happens.

At Publicity For Good, we believe in transparency. Great partnerships are built on trust, and trust comes from understanding. So today, we’re taking you behind the scenes of a media pitch to show you exactly how your story comes to life, how it reaches the right hands, and why patience and persistence are the secret ingredients to long-term PR success.

Step 1: Strategy & Storyline

Before we pitch anything, we dig deep into your brand’s story, your mission, your “why,” and what makes your product or purpose unique. Then, we look at the current media landscape. What’s trending? What are journalists already talking about? Where does your story fit in naturally?

Every pitch we send connects your brand’s truth to something timely and relevant. That’s how we make editors care. It’s not just about saying you’re great but it’s about showing why your story matters right now.

Think of this step as setting the stage. Without the right angle, even the best story can fall flat. With it, you grab attention and start the conversation.

Step 2: Targeted Outreach

Not every outlet is the right outlet. Our team handpicks journalists, producers, podcasters, and bloggers who actually cover your type of story. We personalize every email, no mass-blasting, no generic messaging.

If your product belongs in Forbes, we find the writer who covers consumer innovation. If you’re the next big food brand, we’ll reach out to editors at Delish or Mashed. If you have a mission-driven product, we might target sustainability writers or local lifestyle editors who share your values.

This approach takes more time, but it builds stronger results because we’re building relationships, not just sending emails.

Step 3: Follow-Ups & Nurturing

Here’s a little secret: The magic is in the follow-up. Journalists get hundreds of pitches a day, and even the most relevant ones can get buried. That’s why our team tracks open rates, nudges editors politely, and adjusts our strategy when needed. If we notice that an angle isn’t landing, we refine it. If a journalist shows interest, we deepen the conversation.

This step is where persistence meets finesse. We’re not just chasing coverage. We’re actually cultivating trust. Because once an editor knows that your brand delivers on its promises, they’ll come back again and again.

Step 4: Coverage & Momentum

When your story gets picked up, whether it’s a product roundup, a feature interview, or a podcast guest spot. That’s just the beginning.

We track every mention, link, and feature in your Airtable and Cision dashboards so you can see your results in real time. Then, we work with you to make the most of that win by repurposing coverage across social media, investor decks, newsletters, and retail touchpoints.

Media coverage is fuel for your brand narrative. One story can open the door to dozens of others when it’s leveraged well.

Why This Process Matters

PR is not magic. It’s a rhythm. Every pitch is a seed, and every follow-up is water. Some bloom overnight; others take weeks to sprout. But when you stay consistent, the garden grows.

This is why patience is part of the process. It’s not about sending one perfect pitch but it’s about building a sustained presence in conversations that matter.

At Publicity For Good, our goal is to create that lasting momentum. We don’t just want you to be featured once; we want your brand to be the one editors and audiences remember.

Your Mission, Heard

Behind every “We got featured!” moment is strategy, storytelling, and relentless follow-up. PR is about timing and trust and when we work together, every pitch becomes part of a much bigger picture.

Because when your mission is good, it deserves to be heard.

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