6 tactics and 5 tools for landing press coverage

The shotgun approach to pitching is common. Equally common is that it doesn’t work. Try these approaches instead.

Ragan Insider Premium Content
Ragan Insider Content


It’s something every entrepreneur hopes to get for his or her business but also something many find difficult to achieve.

Before moving to my in-house PR position at Shopify, I spent my career at a handful of PR and IR (investor relations) agencies in Toronto and New York. Having worked on numerous B2B and consumer tech accounts in various stages—from startups to Fortune 500 companies such as IBM and Oracle—I’ve learned that for many businesses, PR is a mystery. They see competitors in the press, and they can’t figure out the magic formula to make it happen for themselves.

For most small-business owners and online entrepreneurs, PR is a work in progress. Unless you’re working on a big launch, which is usually not a regular occurrence, it’s about building a relationship with media outlets and the appropriate reporters.

Below are six strategies that you should keep in mind when looking to get your name in the press, as well as five tools to help you make it happen.

1. Know whom you’re pitching

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.