You’ve got a brand you’re proud of, and you want the world to know about it. Media relations seems like the obvious move, get a journalist to write about you, and bam, you’re in front of thousands.

But, man, it’s not that simple. I’ve watched brands, from scrappy startups to big names, fumble this over and over. It’s not just about firing off a press release and crossing your fingers. There’s a real art to it, and screwing it up can leave you ignored or, worse, looking like an amateur.

So, let’s break down 7 mistakes brands make in media relations, and I’ll keep it straight-up, maybe toss in a question or two to get you thinking. Whether you’re teaming up with pr agencies in Chicago, checking out top PR firms in Los Angeles, or flying solo, this is for you.

Mistake 1: Not Knowing the Media World

Ever get an email that’s so off-base you wonder if it was meant for someone else? That’s what journalists deal with daily. The media isn’t just one big thing — it’s newspapers, blogs, TV, influencers, all with different audiences and vibes. But some brands still send the same generic pitch to everyone, like they’re stuck in the dial-up era. I’ve seen a fitness brand pitch a car magazine. Yeah, that didn’t go well.

Why It’s a Problem

Journalists are drowning in emails. If your pitch isn’t relevant to what they cover, it’s trash. And it’s not just about wasting their time — it can tick them off. I know a reporter who keeps a “hall of shame” for bad pitches. You don’t want your brand in there. Plus, it makes you look like you didn’t care enough to do five minutes of research.

What It Looks Like

A while back, a pet supply company sent a press release about their new dog treats to a tech writer. The writer roasted them on Twitter, and it wasn’t pretty. Meanwhile, another brand worked with pr agencies to target pet blogs and landed features left and right. The difference? One did their homework.

How to Fix It

Take a minute to figure out who’s writing about your industry. Tools like Muck Rack show you what journalists are into. Actually read their articles — it’s not that hard. Then, organize your media list: tech folks here, lifestyle there, you get it. Write each pitch like it’s for that one person. Maybe mention a story they wrote to show you’re paying attention. If you’re in a big city, pr agencies in Chicago or top PR firms in Los Angeles can point you to the right people.

Mistake 2: Acting Like Journalists Are Robots

Quick question: would you go out of your way for someone who only talks to you when they need a favor? Didn’t think so. But brands do this with journalists all the time. They’ll send a pitch out of nowhere, expect a front-page story, and then act surprised when they get ghosted. Media relations is about people, not just press releases.

Why It’s a Problem

Journalists stick with sources they trust. If they don’t know you, your pitch is just noise. Building a relationship takes effort, but it’s what gets you that big feature.

I helped a small brand once that couldn’t get any coverage. We started liking journalists’ tweets, sharing their stories. A few months later, they had a piece in a major outlet. It’s not magic — it’s just showing up.

What It Looks Like

A health startup I know sent cold emails for ages and got nowhere. Then they worked with one of the top PR firms in Los Angeles, who suggested a casual meet-and-greet with health reporters. No pressure, just coffee and shop talk. Those reporters started calling them for quotes, and stories followed. Compare that to a brand that only emails when they’ve got a product to push. Total silence.

How to Fix It

Start small. Follow journalists on social media. Comment on their work, but don’t be creepy about it. If you’ve got something useful — like a quick stat or a tip for a story — share it. Go to industry events if you can. And don’t be pushy — respect their schedule. If they pass on your pitch, say thanks and keep the door open. Pr agencies often have existing connections, so they can make intros easier. Ever think about what it’s like to be on the receiving end of 200 emails a day? Be the one they don’t dread.

Mistake 3: Writing Pitches That Bore Everyone

You’re pumped about your new product, so you write a press release that sounds like a user manual. Bad move. Journalists don’t care about your “cutting-edge solution” unless it’s got a story behind it. Too many brands send pitches that are either cookie-cutter or just plain dull. It’s like they’re trying to put the reader to sleep.

Why It’s a Problem

Journalists need stories that hook their audience — something fresh or human. If your pitch reads like an ad, it’s not news. It’s junk. I read somewhere that most journalists delete pitches without reading past the first line. That’s how boring the average one is. A bad pitch doesn’t just get ignored — it makes your brand forgettable.

What It Looks Like

A fashion brand sent out a press release called “New Spring Collection.” It was all about thread counts and color palettes. Nobody cared. Another brand pitched their collection by focusing on a designer who’d overcome a rough patch. That one got picked up by blogs and a big magazine. One had a story; the other was just stuff.

How to Fix It

Find a real angle. Maybe your product ties to a trend, like sustainable materials. Or there’s a person behind it, like a founder with a cool story. Keep your pitch short — 150 words, tops. Start with something that grabs attention, like a weird fact or a question.

Write like you’re talking to a friend, not a boardroom. Pr agencies in Chicago are great at turning snooze-fest pitches into something journalists actually read. I’ve seen them take a basic product and make it sound like a must-have.

What’s the one thing about your brand that’d make you stop and read? That’s what your pitch needs.

Mistake 4: Picking the Worst Time to Pitch

Timing in media relations is everything. But brands send pitches at the most random moments like during a national crisis or at 11 p.m. on a Sunday. I got a pitch once on New Year’s Day. I mean, come on, who’s checking email then?

Why It’s a Problem

Journalists are slammed, especially when big news hits. If your pitch lands during a major event, it’s buried. Same if you send it at weird hours — nobody’s working at midnight. Bad timing doesn’t just mean your pitch gets missed; it makes you look clueless about how the media works.

What It Looks Like

A travel brand pitched a resort opening the same day a hurricane dominated the news. Nobody cared about their beach vibes. Another brand waited, pitched the same resort as a recovery story for the area, and got coverage. Timing isn’t just about luck — it’s about paying attention.

How to Fix It

Check the news before you send anything. If it’s a crazy week, hold off unless your story fits. Figure out the outlet’s schedule — magazines work months ahead, news sites want stuff now.

Send emails Tuesday or Wednesday mornings, when journalists are actually at their desks. Top PR firms in Los Angeles have a knack for knowing when to strike. Ever notice how some stories seem to pop up at the perfect moment? That’s timing done right.

Mistake 5: Pretending Crises Won’t Happen

You’re all about getting good press, so you don’t think about what happens when things go wrong. That’s a rookie mistake. Crises hit everyone eventually — a bad review, a product issue, or a tweet that lands poorly. If you’re not prepared, you’re going to look like you’re hiding something.

Why It’s a Problem

Bad news spreads like wildfire, especially online. If you don’t have a plan, you’ll either freeze or say something dumb. I’ve seen brands go radio-silent during a crisis, and it just makes things worse. People assume the worst. But a solid response can actually make you look better, if you handle it right.

What It Looks Like

A snack brand had a recall scare and didn’t say anything for a week. Social media tore them apart, and sales tanked. Another brand had a similar problem but put out a clear statement, pulled the product, and kept everyone in the loop. They were back on track in no time. Prep is everything.

How to Fix It

Make a crisis plan today. Figure out who’s talking to the media and what they’ll say. Practice answering tough questions — it’s awkward but worth it. Keep tabs on what people are saying about you online.

Tools like Brandwatch can spot trouble early. Pr agencies in Chicago are clutch for this — they’ll guide you through the chaos. Ever imagine getting a call from a reporter asking about a screw-up? Better know what you’re going to say.

Mistake 6: Sounding Like Two Different Brands

Your brand has a story, but if you’re telling it differently every time, you’re confusing everyone. I’ve seen companies call themselves “the industry leader” in one email and “a small team” in another. It’s like they can’t decide who they are. Journalists notice, and it makes them skeptical.

Why It’s a Problem

Journalists need clear info to write about you. If your message keeps shifting, they won’t know what’s true. It’s also bad for your audience, they can’t figure out what you stand for. I worked with a brand once that kept changing their tagline mid-campaign. Their coverage was a mess because nobody knew what to focus on.

What It Looks Like

A tech company sent a press release saying they were “revolutionary” but told a journalist they were “just getting started.” The journalist bailed — no trust. Another brand stuck to one message, simple tools for small businesses and got steady coverage. Consistency builds credibility.

How to Fix It

Write down your brand’s core message. One sentence: who are you? Share it with your team and stick to it. Double-check every press release or email to make sure it fits. Pr agencies can keep you on track — they’re pros at making you sound like one brand. Ever say something and realize it didn’t quite match what you meant? Journalists catch that stuff.

Mistake 7: Not Checking If It’s Working

You’re putting all this effort into media relations, but are you even sure it’s doing anything? A lot of brands don’t bother to check. They get a few articles, pat themselves on the back, and move on. But if you’re not looking at the results, you’re just guessing.

Why It’s a Problem

Media relations costs time and money. You need to know if it’s worth it. Did those articles bring people to your site? Get you customers? I’ve seen brands spend thousands on campaigns that didn’t move the needle because they didn’t track anything. It’s such a waste.

What It Looks Like

A store got a big feature in a magazine but never checked if it drove sales or traffic. They had no clue if it mattered. Another brand, working with 9FigureMedia, tracked everything — clicks, social shares, even foot traffic. They used that to focus on what worked, and their next campaign crushed it. Data’s your friend.

How to Fix It

Set a goal before you start. Maybe you want 10 articles or a bump in website visits. Use tools like CoverageBook to see where your brand’s mentioned. Check your site analytics to see if media coverage brings people in. If you can, tie it to sales. Top PR firms in Los Angeles do this all the time — they’ll show you exactly what you got. Ever wonder what your last big win actually did for you? Look at the numbers.

Why PR Agencies Are a Game-Changer

Media relations is hard. It’s not just about writing a decent pitch or knowing a couple of journalists. You need to know the media, time things right, and tell a story that sticks. That’s where pr agencies come in. If you’re in Chicago, pr agencies in Chicago have the local media on speed dial.

Same with top PR firms in Los Angeles — they know how to make your brand pop. They’ll handle the grunt work: research, building connections, writing pitches, planning for crises. I’ve seen brands go from nobody to everywhere just by working with the right team.

But it’s more than just handing it off. A good agency shows you how to think about media. They’ll explain why your pitch didn’t land or how to answer a tricky question. It’s like having a mentor who’s seen it all. And sometimes, you need someone to say, “Hey, that idea’s not gonna work.” I’ve been there — thought I had a genius plan, and a pro shut it down. Saved me from looking like an idiot.

Where to Go From Here

Media relations is a beast. It’s messy, it’s human, and even the best brands mess it up sometimes. But if you can steer clear of these mistakes — not getting the media, treating journalists like strangers, writing boring pitches, bad timing, ignoring crises, mixed messages, and not checking results — you’re already ahead. It’s about being real, doing the work, and treating journalists like people, not tools.

If it feels like a lot, don’t do it alone. A solid PR partner can take you far. I’ve seen 9FigureMedia work some serious magic, turning brands into stories people actually care about.

Whether you’re just starting out or trying to keep your name clean, take it one step at a time. So, what’s the first thing you’re going to fix about your media game? Pick something, and get moving.