Target the right outlets
Outreach starts with a list of outlets and contacts who actually cover the client’s field. OBA PR recommends matching stories to journalists by what they wrote in the last 30 to 90 days, not outdated database tags.
Corporate media relations
Corporate media relations built on sustained outreach
Corporate media relations is the ongoing work of connecting a company with the journalists, outlets and podcasts that cover its field.
For Susan von Seggern, corporate media relations means sustained media outreach: identifying target outlets and contacts, then pitching them for coverage over months, not once. Podcast pitching and hyper-local coverage run alongside established press, backed by more than two decades of Los Angeles media and service-provider relationships.
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What is the importance of media relations in corporate communication?
Media relations is the part of corporate communication that earns third-party credibility. Owned channels say what a company thinks of itself; a news story or podcast interview shows that someone independent found it worth covering.
Corporate communications usually spans internal communications, external communications, crisis communications, leadership communications, marketing communications, corporate social responsibility and investor relations. Media relations touches most of them, because leadership messages, CSR work and product news all reach the public faster when journalists carry them.
How Susan runs corporate media relations
Pitch podcasts too
Podcast pitching is part of the outreach pillar. Podcasts give founders and executives long-form time to explain their expertise, which suits corporate clients building authority.
Go hyper-local
Hyper-local outlets reach the neighborhoods closest to a company’s offices, stores or events. It is one of the newer tactics Susan pairs with national pitching.
Why sustained outreach matters more now
Newsrooms are smaller. OBA PR reports 40% fewer reporters covering more beats after media outlet consolidation. Fewer reporters means each pitch has to be more relevant, and a single blast is easier to miss.
Companies also struggle to see their own coverage clearly. Sprout Social found only 37% of respondents knew where negative sentiment around their brand was most concentrated, down from 56% in 2024. Ongoing outreach keeps a company close to the journalists who shape that conversation.
Corporate media relations policy: who speaks, and when
A corporate media relations policy names who may speak to the press, how inquiries are routed and who approves announcements. It keeps messages consistent and protects launches from leaking early.
Even small companies benefit from writing this down before a campaign. It makes exclusives and pre-briefs possible, because everyone knows the release date and who is cleared to give interviews. Ask Susan to review yours when you start a campaign.
Part of the corporate PR services overview from Susan von Seggern.
Common questions
What is corporate media relations?
Corporate media relations is the ongoing relationship between a company and the journalists, outlets and podcasts that cover its field. It means identifying the right target outlets and contacts, then pitching them for coverage over time rather than once. Susan von Seggern calls this sustained media outreach, the first pillar of her media relations framework.
What are four types of media communication?
A common way to group media communication is earned, paid, owned and shared media. Earned media is coverage journalists choose to run, paid media is advertising, owned media is your own website and newsletters, and shared media is social posting. Susan von Seggern’s work focuses on earned media: press coverage, podcast interviews and placements won through pitching.
What do media relations managers do?
Media relations managers build relationships with journalists, pitch stories, prepare spokespeople, handle press inquiries and track coverage. In a corporation they often also write releases and coordinate announcements with leadership. Susan von Seggern performs this role for clients from outside the company, combining sustained outreach, press releases, lead-service monitoring and events.
Do you pitch podcasts?
Yes. Podcast pitching is part of Susan von Seggern’s sustained media outreach pillar. Podcasts give executives and founders long-form time to explain their expertise, which is useful for corporate clients who want to be known as authorities in their field. Podcast outreach runs alongside pitching to print, online and broadcast outlets.
What is hyper-local coverage and why does it matter?
Hyper-local coverage comes from outlets focused on one city, neighborhood or community. For events and companies with a physical presence, these outlets often reach the people most likely to attend, buy or apply. Susan von Seggern uses hyper-local coverage alongside national pitching, which matters as newsrooms shrink: OBA PR reports 40% fewer reporters covering more beats.
Is it harder to get press coverage now?
It can be, because newsrooms are smaller: OBA PR reports 40% fewer reporters covering more beats. That makes relevance more important, such as matching stories to what journalists wrote in the last 30 to 90 days, as OBA PR recommends, and answering requests reporters post themselves, which is what Susan von Seggern’s lead-service monitoring does.
How do we know what the media is saying about us?
Start by monitoring coverage and social mentions regularly. Sprout Social reports that only 37% of respondents knew where negative sentiment around their brand was most concentrated, down from 56% in 2024. Knowing where the conversation sits helps target outreach. Ask Susan von Seggern what level of monitoring fits your campaign when you get in touch.