Jun 2025

Mastering national media coverage

Written by Positive Team

Mastering national media coverage

Securing national media coverage is one of the most sought-after wins in the public relations world – especially in B2B. It’s a milestone that can shift public perception, build authority and encourage business growth. For PR professionals working in the UK, earning coverage in titles like The Times, BBC News, ITV, The Guardian or Sky News is both a challenge, and a powerful opportunity.

Unlike local or trade media, national outlets operate with different priorities. They’re driven by stories that resonate with a wide and diverse audience. Knowing how to approach them with precision, relevance and strong editorial instincts is essential to breaking through the noise.

Start with what national media actually wants

National outlets cover stories that reflect national concerns, whether it’s a major cybersecurity breach at M&S, new government announcements or legislation, or global events like Trump-era tariffs impacting UK trade. These are the kinds of issues that affect daily life, business, public opinion and national discourse.

That’s where national and trade media differ. Trade publications cater to sector-specific audiences, and are more likely to cover niche achievements, senior personnel changes or product innovations. For national media, those same stories need to connect to something bigger, policy, economics, culture or society – to earn attention.

Relationships are as important as the pitch

Even the strongest story won’t land if it isn’t seen. Building genuine relationships with national journalists is essential. These reporters are often highly specialised and receive dozens of pitches a day. The ones they remember are from PRs who understand their beat, respect their time and consistently bring them relevant, well-timed ideas.

Engaging with journalists on social platforms like X or LinkedIn, following their work and understanding their focus areas can make a meaningful difference. When you pitch, be sharp. Open with the hook, make the relevance clear and keep it short. If your email runs longer than a few short paragraphs, it’s probably too long.

Timing is everything

UK media runs on rhythm. From seasonal stories and awareness days to breaking news and policy announcements, the national news cycle is full of predictable (and unpredictable) hooks. If your story can tie into one of these, it immediately becomes more appealing.

Fast, reactive pitching is also effective. Offering expert commentary or case studies in response to developing stories can lead to inclusion in national columns or live interviews. Being agile is a competitive advantage.

Bringing the message and the moment together

National media coverage is about being timely. The most effective PR aligns what a client wants to say with what the public cares about. It’s not about diluting the message, but shaping it to fit naturally within the conversations already happening across society. When that alignment is right and when the message and the moment meet, that’s what turns a good story into a national headline.

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