Whether you’re looking for investors for your newly founded start-up or, as a communications professional at a well-known company, want to announce a product launch – without media coverage, you won’t get very far.

Many professionals still assume that the only way to get media coverage is by sending out press releases—or by having the right connections.

We know it can be done without either—and often even more effectively. There are a few things to keep in mind, though. We’ll tell you what they are.

#1 – Define your PR goal.

You want to generate more leads and improve your SEO ranking? Then your PR goal is to build brand awareness and establish trust with your target audience.

Do you primarily want to raise awareness around your topic? Then it’s crucial to target media outlets that align with your purpose. Broad media coverage can contribute to multiple business objectives at once—for example, strengthening your standing with investors or improving your Google ranking.

Define your PR goal as specifically as possible, and keep checking throughout the process whether your activities are contributing to it. To start with, we recommend focusing on one or, at most, two PR goals.

#2 – Know what moves people. Especially the people you want to reach.

A well-developed target audience analysis is essential. Because, surprise, potential customers read Der Spiegel or Süddeutsche Zeitung, while investors scan Handelsblatt and Business Insider. If you’re a B2B recruiting tool, it probably makes sense to reach out to HR trade publications, because that’s where professionals at large companies get their information.

In addition, topic monitoring is one of the most important keys to PR success. Only when you know which stories are currently making the news and shaping the zeitgeist of your target audience can you position your own story within that conversation. So read your target media regularly and always try to ride the wave of the current news agenda.

#3 – Don’t waste your time on press releases. They’re (usually) unnecessary.

Now it’s time to put things into action. Do you think the first logical step is a press release? Wrong.

Journalists aren’t just bombarded with countless announcements—they simply don’t have the time. So why would they read a press release from a company they don’t know? Exactly: they won’t. Especially generic releases sent out through large distribution lists are a big no-no and are downright frowned upon by journalists.

That said, there are exceptions to the rule: You have a €30 million funding announcement and five new investors on board? When there’s plenty of information, multiple stakeholders, and high relevance, a press release can absolutely make sense.

#4 – The phone is your friend.

Pick up the phone and contact journalists personally. (Remember: the person on the other end of the line doesn’t have much time.)

Luckily, every company has an elevator pitch. How can you tailor yours to journalists? Which information is genuinely interesting to the publication in question? Are there specific figures and facts that absolutely need to be mentioned?

Avoid unnecessary details and empty phrases—and focus above all on two questions: Why is this topic relevant right now? And why are you the right person to talk to about it?

#5 – An email pitch can work, too.

All well and good, but what if you don’t have a phone number? An email pitch or a short LinkedIn intro can work, too.

Provided you follow a few rules: The pitch should be tailored to the publication and be short and to the point (no more than 300 words). Before you send it, run through the checklist again: Is the opening concise and compelling? Does it include all the relevant information? Can you cut it down any further?

If you don’t hear back, be sure to follow up after two to five days with additional information, new infographics, updates, or ideas for potential hooks.

#6 – Don’t be afraid to network.

In general, it’s worth doing some research on social media. Many of the journalists you’re targeting are active on LinkedIn, Twitter, and Instagram. Follow them and, where appropriate, consider engaging with them from time to time.

And only when it’s appropriate. Ultimately, you want to build a relationship—ideally a long-term one based on trust. Also, keep an eye out for events where journalists tend to gather. Just be careful not to drink too much.

#7 – Manage your expectations. Especially your own.

Let’s be realistic: Set achievable goals based on your capacity, and don’t expect a flood of major features right away.

Our trick: build up your endurance before taking on the heavyweights. In other words, take your first steps with local and trade press or, where appropriate, startup media. Armed with the learnings from those efforts, you’ll be better equipped to target—and win over—Süddeutsche Zeitung and Handelsblatt. Because if the “big players” can’t find any articles about you, they’re highly unlikely to write about you.

Have you already had any experience with DIY PR? What successes have you achieved, and what challenges did you face? How did you overcome them?

Tell us about it in the comments on LinkedIn!