Why Your Competitors are Getting Media Coverage and You're Not

Imagine seeing your competitor featured in a major publication… again. Meanwhile, your media outreach seems stuck in neutral. It’s a frustrating situation, no question. So what’s leading to the lack of coverage for your company? There are various reasons as to why your competitors are getting media coverage and you’re not. 

Let’s get into it. ⬇️

1. You’re Just Starting Out

Starting a business is an exciting time! You’ve got a team firing on all cylinders trying to promote your brand, your determination is at an all-time high, and you’re ready to disrupt your market. Yet reporters are still choosing to showcase your competitors over your groundbreaking innovation. Established companies often have an advantage in media coverage due to their track record and reputation.

Here’s what you can do to overcome this: Start small. Pitch to trade publications, local media, or niche blogs before targeting major outlets. This will help build your brand’s credibility over time through consistent storytelling and thought leadership.

2. Your Competitor Is Perceived as More Authoritative on a Particular Subject

It took a long time before Chick-fil-A got on equal footing with McDonald’s (though there is an obvious best option here 😆). This is because McDonald’s was one of the first fast food chains in the U.S. It had a long history of resonating with target audiences and therefore, journalists and reporters would be more likely to perceive the leaders of the golden arches as authoritative on the topic rather than a newcomer. 

Here’s the thing: The media wants stories that resonate with their audience. If you’re not demonstrating why your brand matters, you’ll get overlooked. It’s best to showcase your expertise with data, case studies, or a unique perspective. Moral of the story, position your brand as a solution to trending industry problems that even legacy businesses (like McDonald’s) can’t deliver.

3. You Don’t Have the Bandwidth to Act Quickly 

The media is quicker than the speed of light in some instances. If you can’t deliver a story, pitch, or respond to a journalist’s request in a timely manner (whether due to bandwidth limitations or something else), it can cost you valuable opportunities to get your business high-quality media coverage. If bandwidth is your primary concern, we recommend outsourcing your public relations and media relations needs. If you can carve out some additional hours each week, it’s best to monitor platforms like Qwoted and X (formerly Twitter) for media requests. Don’t forget to be prepared to respond immediately to reporter inquiries with clear, concise information.

4. Your Pitches are Missing the Mark

Poorly crafted or irrelevant pitches are a surefire way to get ignored. The most common pitfalls that are hindering your pitches are that they’re:

• Too promotional or “salesy.”

• Overly long or vague subject lines.

• Lack of personalization or alignment with the reporter’s beat.

  
  

Today’s journalists are inundated with emails flooding their inbox. The last thing they want is to read a generic pitch that’s 3 pages long and full of business jargon. To make your pitch as concise and to the point as possible, draft it up, remove filler words, and shorten it again. And be sure to personalize the pitch of the journalist you’re sending it to. Research the reporter and tailor your pitch to their interests.

➡️ Learn how to 3x The Success Rate of Your Media Pitches in 5 Steps.

5. Your Sales, Marketing & PR Teams are Not Aligned

Public relations is crucial for creating brand awareness and building a positive reputation for cannabis brands and businesses. But marketing also has a role to play in branding, as do sales. A lack of coordination can cause missed opportunities or confusion when working with the media. ​​

Thus, it’s vital for all teams—marketing, PR, and sales—to align on:

• The brand’s key messages and media goals

• End goals and objectives

• Overcoming buyer objections

• Spotting opportunities to amplify big announcements

• Maximizing media opportunities

For further details on how to align your sales, marketing, and PR teams, get your free copy of our guide, The Ultimate Playbook to Building a Winning PR Strategy for Cannabis Brands.

Get Greater Media Coverage

Media coverage is influenced by many factors, including timing and luck. Use these insights to refine your PR strategy and proactively position your brand for success. If you’re looking for a strategic, outsourced PR partner, you came to the right place. Let’s talk about what we can do to get your business featured in major media outlets.