By Paola Iuspa-Abbott, Founder and President, Top of Mind Public Relations
You open an industry publication, and there it is again: a competitor quoted in a story about a topic you know inside and out.
Your first reaction may be, Why did the reporter call them instead of us?
The answer is not necessarily that your competitor knows more. Often, they are simply easier for reporters to find, trust and quote.
The opportunity is real. According to Muck Rack’s 2026 State of Journalism report, 86% of journalists said at least some of their published stories begin with a PR pitch. But 88% immediately disregard pitches that do not match their coverage area, and 71% reject pitches that feel overly promotional.
In other words, businesses can earn meaningful coverage, but only when they approach reporters with the right story, at the right time, for the right audience.
That is where a disciplined media relations strategy matters. Here are six reasons your competitors may be getting more media attention and what your company can do differently.
1. Reporters Do Not Know You Yet
You can be one of the most knowledgeable people in your industry, but reporters cannot call an expert they do not know exists.
Media relations starts with identifying the journalists who regularly cover your industry, market and issues. Then you have to help them understand which subjects your executives can address with real authority.
Those relationships matter. In Muck Rack’s 2026 survey, 53% of journalists said relationships with PR professionals are important or very important to their success. Another 20% described them as moderately important.
The first goal is not to ask for a profile story. It is to become a credible and useful source a reporter will remember when the right news breaks.
2. You Are Pitching Your Company Instead of a Story
One of the biggest mistakes businesses make is assuming that what matters internally will automatically interest the media.
Reporters write for their audiences. They need to explain what is changing, who is affected, why it matters and what could happen next. A new hire, transaction or company milestone may matter to you, but it still needs a broader business, industry or community angle to become news.
Muck Rack found that 78% of journalists consider a pitch genuinely relevant when it directly affects the community their audience belongs to. Yet only 16% said PR pitches always or usually demonstrate awareness of the community an outlet serves.
Instead of asking, What do we want to promote?
Ask, What do we know that will help this reporter inform their audience?
That shift can turn a corporate announcement into a timely, useful story idea.
3. Your Pitch Is Too Long or Too Generic
Journalists work under constant deadline pressure and receive a steady flow of email. Muck Rack reports that 69% prefer pitches under 200 words. Forty percent immediately discard pitches that are too long or unclear, while 50% reject messages that look like mass emails.
Give the reporter the news first. Explain why it matters to that reporter’s readers, viewers or listeners. Then offer the proof and source access needed to evaluate the idea.
A strong pitch does not need your entire corporate history. It needs a clear point, a credible reason to care and an easy next step.
4. You Are Not Offering What Reporters Need
Expertise alone is not enough if the reporter cannot use it quickly.
In the 2026 report, 70% of journalists said a pitch should show clear relevance to their beat. Fifty-eight percent want interview access to relevant sources, 40% value original data or research, and 37% want high-resolution images.
Before pitching, make sure the right executive is available, the supporting facts are accurate, and usable visuals or data can be provided promptly. Your PR team should know who can speak, which subjects each person can address and how quickly approvals can be secured.
When a reporter has to chase basic information or wait days for a spokesperson, a competitor who is ready may get the interview.
5. You Respond Too Slowly
News does not operate on your company’s approval schedule. A reporter may need an expert within hours. If every response must move through several layers of review, the opportunity may be gone before your team is ready.
Responsiveness does not mean saying yes to every request. It means having a process to quickly decide whether the opportunity is a good fit, identify the best spokesperson and provide a thoughtful answer by the deadline.
Sometimes, being available when a reporter needs a knowledgeable source is the start of a long-term media relationship.
6. Your Expertise Is Difficult to Verify Online
Imagine that a reporter, prospective client or referral source hears your name for the first time and searches for you. Will they immediately understand what you know and why your point of view is credible?
Your website, executive biographies, LinkedIn presence, articles and earned media coverage should create a consistent digital record of your expertise. That record helps reporters vet you. It also gives prospective clients more confidence when they are comparing your company with a competitor.
This matters for Google and AI platforms, too. Strategic digital content can explain your expertise, while earned media provides independent, third-party validation. Together, they make it easier for search engines and AI systems to connect your company and executives with the subjects you want to own.
No single article can guarantee that a company will appear in an AI-generated answer. But a consistent body of accurate, authoritative and crawlable content gives these systems more credible information to discover and cite.
Your Competitor May Simply Be More Visible
The executive you repeatedly see quoted in the media does not necessarily know more than you. That person may simply be easier to find, faster to respond and already familiar to the journalists covering your industry.
That can change. Identify the subjects your executives genuinely know. Build a strong online record of that expertise through useful content and thought leadership. Develop relationships with the right journalists. Respond quickly when opportunities arise. Most importantly, contribute something useful to the story instead of treating every pitch as an advertisement.
Because the next time a reporter needs an expert in your field, you want your name, not just your competitor’s, to come to mind.
Want to Become a Go-To Media Source?
Top of Mind Public Relations helps law firms, real estate companies, financial institutions, nonprofits, consumer brands and other organizations identify newsworthy opportunities, position executives as credible experts and build relationships with journalists who cover their industries.
Our team combines newsroom experience with strategic earned media, thought leadership and AI-aware content to build authority with reporters, prospective clients, Google and AI platforms. Review our public relations case studies to see how we have helped organizations strengthen their visibility.
If your company is doing work worth talking about but your competitors are receiving more attention, contact Top of Mind PR.
Frequently Asked Questions About Media Relations
Why is my competitor getting more media coverage than my company?
Your competitor may not have more expertise. The company may be more visible to journalists, respond faster to interview requests, provide more relevant story ideas or have stronger relationships with reporters covering the industry. A consistent media relations program can position your executives as credible sources journalists know they can call.
How do reporters find experts to interview?
Reporters find sources through existing relationships, referrals, PR professionals, previous media coverage, online searches and professional platforms such as LinkedIn. An updated website, clear executive biographies and a body of credible content make it easier for journalists to understand and verify your expertise.
How can an executive become a go-to media source?
Start by identifying a few subjects where the executive has genuine knowledge and a useful point of view. Offer timely insights, original data or local context, respond quickly to interview requests and avoid turning every interaction into a sales pitch. Reliability and relevance lead to repeat opportunities.
What makes a media pitch relevant to a journalist?
A relevant pitch matches the journalist’s coverage area and gives the outlet’s audience a clear reason to care. Muck Rack’s 2026 research found that journalists value direct community impact, local or cultural context, access to relevant sources and original data or research.
How long should a PR pitch be?
Muck Rack reports that 69% of journalists prefer pitches under 200 words. A strong pitch should lead with the news, explain why it matters to the journalist’s audience, offer a credible source and make the next step clear.
Does media coverage help a company appear in Google and AI search results?
It can. Earned media creates independent third-party information about a company and its experts. Media coverage does not guarantee inclusion in search results or AI-generated answers, but it can strengthen the credible online record that search engines and AI platforms use to understand a company’s authority.
What should a company look for in a media relations agency?
Look for an agency that understands your industry, can identify newsworthy angles, has experience working with reporters, prepares executives for interviews and connects earned media with your broader business and digital visibility goals. Ask to see relevant case studies and examples of sustained results, not only one-time placements.
About The Author
Paola Iuspa-Abbott is the founder and president of Top of Mind Public Relations, a national PR agency specializing in strategic media relations, thought leadership, and digital visibility. A former journalist with more than a decade of experience in major newsrooms, she brings a newsroom mindset to public relations, helping clients earn meaningful press coverage and build authority across both traditional and digital platforms.
Since launching Top of Mind PR in 2015, Paola has led campaigns for law firms, real estate developers, nonprofits, and national brands, with a focus on securing high-impact media placements, optimizing content for search engines, and staying ahead of how AI and algorithms shape visibility today. Based in South Florida, Top of Mind has offices in Washington D.C., Albuquerque, and Philadelphia.
