Why Media Knowledge Is Step One in PR

by | Creating Impact | 0 comments

If you’re keen to start building visibility through PR, there’s one skill you need to nail first: understanding the media landscape.

It sounds simple, but many business owners jump straight into writing press releases or pitching podcasts without a clear idea of who they’re pitching to, or how those channels actually work.

That’s why media knowledge is step one in PR. When you know the different types of media, how they operate, and what they’re looking for, you can pitch more effectively and build stronger media relationships.

What Do We Mean By “Media”?

When people think of media, the first thing that often comes to mind is traditional outlets like newspapers, magazines, TV, and radio. These are still powerful channels, but today’s media landscape is far broader.

Let’s break it down into three key types:

  1. Traditional Media

    • Print, radio, TV, and magazines
    • Generally run by journalists, editors, producers
    • Operate on long lead times (often 90–120 days for print)
    • Success comes from building relationships and offering genuine stories, not ads

  2. Owned Media
    • Your website, blog, newsletter, YouTube channel, and social media platforms
    • You control this space — it’s where you showcase expertise and build trust
    • Journalists will check this when considering you for a story, so it’s an important part of your PR strategy

  3. Earned / Online Media

    • Podcasts, guest blogs, online publications, influencer mentions
    • These outlets allow you to ‘borrow’ an existing audience
    • Often an excellent space for expert commentary, guest appearances and thought leadership

Why This Knowledge Comes First

Before you send a single pitch, knowing how each of these types of media work and what they value will help you craft messages that land.

Here’s why:

  • You’ll know who you’re pitching to (and who to avoid)
  • You can match your message to the right channel
  • You can build relationships, not just send scattergun pitches
  • You can use your owned media to strengthen your earned media opportunities
  • You won’t waste time pitching content to outlets that aren’t the right fit

What Journalists and Producers Look For

When media professionals consider featuring you, one of the first things they’ll do is check out your owned media:

  • Is your website up to date?
  • Do you have valuable content?
  • Are you already positioning yourself as an expert in your space?

Building this foundation first gives you credibility when approaching external media and makes it much more likely your story will get picked up.

Paid vs Earned Media — What’s the Difference?

One other key concept:

  • Paid media = advertising, sponsored content
  • Earned media = organic PR, editorial mentions, story placements

Earned media is what builds authority and trust. You can use both, but the goal of good PR is to build earned media over time.

Ready to dive deeper into PR?

Why Media Knowledge Is Step One in PR is just one of many tips inside My Book of PR Tips. Whether you’re new to public relations or looking to sharpen your skills, the book is packed with practical insights to help you navigate the media landscape and build visibility for your business.

Grab your copy of My Book of PR Tips today and start creating impact! 

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