Getting press isn’t just about sending a press release and hoping for the best. In today’s media landscape, where journalists are flooded with hundreds of pitches daily, real coverage comes down to one thing: relationships.
And that’s exactly where a trusted public relations agency makes all the difference.
In the digital age, media relationships look a little different from they did ten years ago. Traditional desks are shrinking, and many reporters work freelance or remotely. They’re managing tighter deadlines, juggling multiple beats, and drowning in generic email blasts. If you want your story to stand out, it needs to come from a publicist they trust—and that means relationship-building long before the pitch goes out.
At Otter PR, we focus on earning that trust by understanding what journalists actually want. We follow their work, learn their interests, and pitch angles tailored specifically to their voice and audience. This doesn’t just help our clients get more coverage—it builds long-term credibility with top-tier outlets.
Another key to success? Consistency. Too many executives want media attention but only show up when they need something. That’s not how relationships work. A good public relations agency helps clients stay active in the media year-round—not just during a product launch or crisis.
Social media is also a tool many overlook. Twitter (or X), LinkedIn, and even Substack have become powerful platforms for journalists. Liking, commenting on, or sharing a reporter’s work goes a long way in creating organic rapport before the formal pitch.
The digital age also means faster cycles. News can break and fade in hours. If you’re not ready to respond quickly with a comment, expert quote, or opinion piece, you miss the window. That’s why Otter PR provides real-time media monitoring and rapid-response pitching—so our clients stay visible when it matters most.
A great story still matters. But today, who sends it—and how they send it—matters even more.
If you’re serious about building relationships that get results, book a strategy call with Otter PR—the public relations agency that media pros actually answer.
This post was written by a professional at Otter Public Relations. Otter Public Relations is the fastest-growing tech public relations agency Tampa Bay Area and its growing team of 35+ publicists and media partners focus on getting your story told in the local and national media. Let Otter PR support your business in; Media relations, Crisis Communications, and Reputation Management.
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