How to get free press coverage for a new brand

Start with what is actually new

Editors write about change: a launch, a first shop, a new product line, a move, a milestone. "We exist" is not a story. "We opened our first shop in Utrecht last Saturday after two years of selling at markets" is. Before you contact anyone, write down in one sentence what changed and when.

Pick outlets that cover businesses like yours

Local news sites, trade magazines, podcasts about your niche and sites that feature new brands are far more likely to reply than national newspapers. Read a few of their recent pieces first. If they have never written about something like you, move on.

Write a short, specific pitch

Keep it to five or six sentences: what you make, what is new, who is behind it, one concrete detail, and a link to your website. Put the most important line first. Attach nothing large; offer photos instead.

Make it easy to check

Journalists need to verify what you say. Link to public proof: a press release, a crowdfunding page, a news item, your own announcement. Have a few good photos ready that you own and are happy for others to use.

Follow up once, then let it go

If you hear nothing after a week, one polite follow-up is fine. After that, pitch someone else. Every reply, even a no, teaches you how to sharpen the story.

Use the coverage you get

Share it with your customers, put it on your website and mention it in your next pitch. One article makes the second one easier.

Want to start right here? Pitch your story to Meet New Brands for free.