Inside an Editor’s Inbox, What Makes a Brand Worth Covering
Why Some Brands Get All the Press (and What You Can Learn From Them)
In today’s fast-moving media landscape, it can feel like only a handful of brands dominate the spotlight—landing top-tier features, glowing profiles, and steady editorial coverage. If you’re running a business in hospitality, food & beverage, or spirits, it’s natural to ask: What are they doing that we’re not?
The answer often comes down to strategy, consistency, and storytelling.
1. They Understand Editorial Value
Editors and writers aren’t just looking to promote brands—they’re looking to tell stories their readers care about. Successful brands often position themselves within a broader narrative. For example, a distillery might tie their product launch to sustainability, regional pride, or a cultural movement.
As PR expert Fraser Seitel (2017) notes, “Public relations isn’t about selling a product—it’s about influencing public perception through relevant, earned media.” When a brand understands the value of relevance, it naturally becomes more attractive to the press.
2. They Offer a Clear, Authentic Story
Media outlets are drawn to brands with a strong identity and backstory. Whether it's a family-owned restaurant with generational recipes or a female-founded spirits company rewriting industry norms, authenticity matters. It’s not enough to say your product is “high-quality” or “unique.” You need to show how it fits into a human-centered story that matters.
3. They Provide Great Assets
A well-prepared press kit with high-resolution images, founder quotes, and clear messaging goes a long way. Editors work on tight deadlines and appreciate brands that provide everything upfront. This doesn't just help your story get selected—it increases your chances of repeat coverage.
According to the Public Relations Society of America (PRSA, 2020), the quality of supporting materials can directly influence whether a story gets picked up.
4. They Time Their Outreach
Strategic timing is everything. Whether it’s aligning a pitch with a seasonal trend (like summer cocktails), a cultural event (Asian American & Pacific Islander Heritage Month), or even a viral moment, successful brands keep their finger on the pulse of what's happening. This makes their story feel urgent and timely.
5. They Build Real Relationships
Finally, coverage isn’t always about the pitch—it’s about the relationship behind it. Editors remember which publicists consistently deliver quality, timely stories and which ones don’t. Brands that foster genuine media relationships, even before they need the coverage, often stay top-of-mind when editors are sourcing.
Final Thoughts
If you’re not getting the media attention you deserve, it doesn’t mean your brand isn’t worthy—it just means your positioning and PR approach might need refinement. Focus on finding your unique story, preparing thoughtful materials, and thinking like an editor. Once you do, you’ll be much closer to earning the coverage you’ve been aiming for.
Sources:
PRSA. (2020). Media Relations: Best Practices. Public Relations Society of America. https://www.prsa.org
Seitel, F. P. (2017). The practice of public relations (13th ed.). Pearson Education.