Digital PR · Media outreach
Media
Outreach(05)The right story, to the right reporter.
I build a short list of reporters your customers actually read, find the story in your business that fits each one, pitch them one at a time, follow up once with something new and track every story that runs.
Illustrative outreach. Outlets and numbers are examples.
What is media outreach?
Media outreach is how your business gets into the news: finding the reporters and outlets that cover your world, shaping a story that fits what they write about, pitching it personally and following through until it runs.
Why it matters
Coverage on a site people already trust tells customers, search engines and AI tools that you’re worth paying attention to. But reporters ignore mass emails. A short list and a story that fits each one is what actually gets published.
01 · Find the fit
Media lists
A short list of reporters who actually fit.
Media databases will happily give you a thousand names. I narrow that down to the reporters who cover your topic and have written about it recently, checking each one by hand against a story they actually wrote. A list of 40 right people beats 1,000 wrong ones.
Illustrative list. Numbers are examples.
02 · Find the fit
Story angles
One business, a different story for each outlet.
Reporters don’t cover businesses; they cover stories. I look at what you do, your numbers, your hires, your opinions and your season, and find the angle that fits each outlet: data for the trade press, growth for the business journal, practical tips for local TV.
Illustrative angles. Details are examples.
03 · Make contact
Personal pitches
Every pitch written for one reporter.
Each pitch opens with something that reporter actually covered, offers one story that fits their beat and stays under 150 words. No mail merge, no templates, no blasting the same email to a list. That’s why reporters reply.
Illustrative pitches. Numbers are examples.
04 · Make contact
Follow-ups
One follow-up, with something new.
Reporters are busy, and one follow-up is fair. More than that isn’t. I send a single follow-up a few days later that adds something useful, like a new number or a fresh angle, and when a reporter replies, they get what they asked for the same day.
Illustrative timeline. Details are examples.
05 · Track it
Coverage tracking
Every story logged, with what it earned.
Every story that runs goes into a coverage log: the outlet, the date, whether it linked to you or just mentioned you, and its estimated audience. You see what outreach is actually producing month by month, and which reporters are worth staying in touch with.
Illustrative log. Outlets and numbers are examples.
Earned media · Digital PR
As Featured Elsewhere
The same approach, used on my own business.
These are recent articles that feature Ritner Digital and link back to the site, earned the way this page describes: useful ideas pitched to the right publications. Page AS is Semrush’s authority score for each linking page, as of Nov 2, 2026.
From the blog
More on getting coverage
- Digital PRWhy New York’s Most Competitive Businesses Are Investing in Digital PR Right NowWhat digital PR is, what it isn’t, and how it feeds AI visibility.Read the post →
- Story ideasYour Clients Are Telling You What to Write About (And AI Is Listening)The questions customers ask are often the story a reporter wants.Read the post →
- MentionsWhy Your Competitors Appear in AI Answers and You Don’tStarting with signal one: they’re mentioned in more places than you.Read the post →
- Getting citedHow to Get Your Brand Cited in ChatGPT AnswersHow coverage on trusted sites shapes what AI tools say about you.Read the post →
- Local anglesWashington Township vs. Glassboro vs. Deptford: How Local Businesses Should Think About Their Digital CompetitionThinking about your market the way local reporters and customers do.Read the post →
- CommunityWhat Washington Township’s Winter Village Can Teach Small Businesses About Community MarketingHow showing up in your community turns into local attention.Read the post →
Featured Client
True BlueAutos
A commercial truck dealership in Greensburg, Indiana. We built an SEO content strategy around the questions real truck buyers ask, and in about three months their Google visibility grew fast.
- +48%Google clicks
- +93%Search impressions
First vs. last 30 days, July–October 2026, Google Search Console. Search growth, not verified sales.
Ready when you are
Let’s get youFound
Tell me about your business and where you want to be found. I’ll take a look, reply personally, and point you to the best first step.
Start the conversation
Socialize
@RitnerDigital
If you’re into SEO advice that doesn’t put you to sleep, AI search news in plain English, and the occasional plate of pasta, you’ve come to the right place.
for 2026