Nail Your Pitch: How to Get Press in Atlanta

Want to see your brand mentioned in the Atlanta Journal-Constitution or on WSB-TV? Mastering how-to guides on pitching journalists is no longer optional for effective marketing—it’s essential. But how do you break through the noise and get reporters to pay attention? Let’s find out.

Remember “Scofflaw Soda,” the artisanal soda company based out of a converted garage in East Atlanta Village? Last year, they were struggling. Great product, zero media attention. They contacted us because their marketing was stuck in neutral. They’d sent out press releases – generic ones, I might add – to a massive media list, and the result was crickets.

Their founder, Bethany, was frustrated. “I thought if we just made a good product, the media would come running,” she lamented. Sound familiar?

The problem wasn’t the soda; it was the pitch. Bethany was treating journalists like a giant, undifferentiated blob. Big mistake.

The first thing we did was ditch the generic press release. Those are spam, plain and simple. Instead, we focused on crafting personalized pitches. This is where the how-to guides on pitching journalists really started to come into play.

We started by identifying journalists who specifically covered the food and beverage scene in Atlanta. Not just any journalist, but those with a proven interest in local businesses and unique products. We used tools like Meltwater to track journalist activity and identify relevant reporters.

The key? Knowing their beat inside and out. What had they written about recently? What angles were they clearly interested in? Did they have a particular fondness for stories about female entrepreneurs or sustainable business practices? Bethany, for example, had built Scofflaw Soda on a hyper-local, organic model.

Next, we tailored each pitch to that specific journalist. No more mass emails. Each email was personalized, referencing their previous work and explaining why Bethany’s story would be a perfect fit for their audience. We even included a few free bottles of Scofflaw Soda, delivered directly to their offices.

For example, we knew that Maria Saporta at the Atlanta Business Chronicle had written extensively about the challenges facing small businesses in the city. So, we pitched her a story about Bethany’s experience navigating the city’s permitting process and securing funding. We emphasized the hurdles Bethany overcame to launch her business and the economic impact Scofflaw Soda was having on the local community. According to a 2025 report by the Small Business Administration (SBA), small businesses create two out of every three new jobs in the U.S., so highlighting this impact was crucial.

It worked. Maria responded within a day, expressing interest in learning more. We prepped Bethany for the interview, focusing on key talking points and potential questions. The resulting article in the Business Chronicle gave Scofflaw Soda a huge boost in visibility.

But we didn’t stop there. We also targeted lifestyle reporters at publications like Atlanta Magazine and websites like Eater Atlanta. For these outlets, we focused on the unique flavors of Scofflaw Soda and the company’s commitment to using local ingredients. We pitched a story about Bethany’s creative process and her passion for crafting the perfect soda. We even offered to provide exclusive recipes for cocktails featuring Scofflaw Soda.

We also understood the power of visuals. Journalists are always looking for compelling images and videos to accompany their stories. So, we invested in professional photography and videography showcasing Scofflaw Soda’s production process and the vibrant atmosphere of their East Atlanta Village location. We made sure these assets were readily available to journalists, along with a concise press kit.

One of the biggest mistakes I see companies make? Sending a pitch and then…nothing. Radio silence. Following up is critical, but there’s an art to it. You don’t want to be annoying, but you do want to stay top of mind. Wait a few days after sending your initial pitch, then send a brief, polite follow-up email. Reiterate the key points of your story and offer to provide any additional information or resources the journalist may need. A HubSpot study found that sending a follow-up email can increase response rates by as much as 40%.

Here’s what nobody tells you: rejections happen. A lot. Don’t take it personally. Journalists are incredibly busy and receive hundreds of pitches every week. If your pitch is rejected, thank the journalist for their time and ask if they’d be interested in hearing about other story ideas in the future. Building relationships with journalists is a long-term game.

Our efforts with Scofflaw Soda paid off handsomely. In addition to the article in the Atlanta Business Chronicle, Bethany secured placements in several other local publications and even landed a segment on a morning show on WSB-TV. This increased visibility led to a significant boost in sales and brand awareness. Within six months, Scofflaw Soda expanded from its garage operation to a small storefront on Flat Shoals Avenue.

We even leveraged social media to amplify the media coverage. We shared the articles and segments on Scofflaw Soda’s social media channels and encouraged customers to share their own stories. We also used social media to engage with journalists and build relationships with them online.

One thing we did that was particularly effective was creating a media list specifically for local food bloggers. These bloggers often have a dedicated following and can be a great way to reach a niche audience. We invited several bloggers to a tasting event at Scofflaw Soda’s storefront and provided them with samples of their products. This resulted in several positive reviews and blog posts, further increasing Scofflaw Soda’s visibility.

I had a client last year, a tech startup in Alpharetta, who refused to believe that personalized pitches were worth the effort. They insisted on sending out mass emails, arguing that it was more efficient. Unsurprisingly, they got zero results. It wasn’t until they finally agreed to try our approach that they started seeing traction.

It’s easy to fall into the trap of thinking that all publicity is good publicity. But that’s simply not true. Negative publicity can be incredibly damaging to your brand. Before you start pitching journalists, make sure you have a solid reputation and a clear understanding of your brand’s values. Be prepared to address any potential criticisms or concerns that journalists may raise.

Think about how the story will read. Is it newsworthy? Does it have a compelling angle? Is it relevant to the journalist’s audience? If you can’t answer yes to all of these questions, your pitch is likely to be ignored.

Bethany’s success with Scofflaw Soda wasn’t just luck; it was the result of a strategic, targeted approach to media relations. By understanding the needs of journalists and crafting personalized pitches, she was able to break through the noise and get her story told. And that’s the power of how-to guides on pitching journalists. The IAB projects that digital ad spend will continue to climb in 2026 (IAB), but earned media remains a vital component of a successful marketing strategy.

Stop blasting out generic press releases and start building relationships with journalists. Your brand will thank you for it.

Don’t waste time on pitches that aren’t targeted and tailored. Identify a journalist’s specific beat, craft a compelling narrative relevant to their audience, and follow up politely. That’s the secret to earning media coverage and boosting your brand in 2026. Knowing the marketing insight you’re missing can make all the difference.