Think press coverage is only for Fortune 500s and buzzy startups? Think again.
Every organization has a story to tell. The key is understanding how to frame it, and who needs to hear it.
Whether you're a nonprofit launching a new initiative, a founder landing your first client, or a professional services firm entering a new market, there’s a way to connect with your audience through earned media.
At Isthmian Group, we help clients craft press-ready stories that feel human, timely, and relevant. Here's how:
What Makes a Story Newsworthy?
Media outlets are not looking to run free ads. They want content that matters to their audience. In general, they are looking for one or more of the following:
- A clear community or economic impact
- A first-of-its-kind launch, milestone, or award
- A trend or issue you’re helping shape
- A partnership or initiative with cross-sector reach
- A personal founder or transformation story tied to larger themes
No breaking news? No problem. We’ve pitched successful stories from things like facility openings, new hires, research reports, and even design awards because we know how to tie local wins to broader narratives.
How to Craft a Great Pitch
A great pitch is not a full press release. It’s a personalized email that answers three key questions:
- Why now? What’s timely or relevant about this story?
- Why this outlet or journalist? Is it a local angle? Industry relevance? An ongoing beat?
- Why this matters to their audience? What will readers learn, gain, or feel?
Pair that with a sharp subject line, a clear headline, and a link to supporting content or images, and you’ve got yourself a press-ready moment.
The #1 Mistake: Thinking Your Story Isn’t Interesting Enough
So many clients tell us: “We don’t really have anything newsworthy.” But once we start digging, the story emerges because it’s not about spinning something from nothing. It’s about framing your work in a way that connects to people’s interests, values, or challenges.
Want to See Your Name in Print (for All the Right Reasons)?
We help purpose-driven brands tell better stories through press releases, local media pitching, thought leadership placements, and brand-aligned messaging that gets noticed.
You don’t have to be flashy to get press. You just need a real story, and a team that knows how to tell it. Let’s put your story in the spotlight.
