About once a week, I get an email from a friend or colleague asking "How can I get more PR exposure for my company?" The next question is often "How can I gain coverage fast?" Many people are hoping for a quick silver bullet to bring in customers and new leads. 

A quality press strategy can indeed help your business with both of those things-- but it takes time.

Here are three ways to improve your chances of gaining coverage for your brand. 

1. Brace yourself for rejection. 

When I ask many founders about their press program, they often tell me that they tried an outreach program and it didn't work. I'll then question how many releases they sent out and to how many reporters. They'll respond that they sent a few and then stopped weeks later. The most common mistake founders make with their press strategy is that they quit too soon.

Many founders and CEOs that I've spoken with tend to quit their press program after only a month or two of execution. They take the rejection as a sign that the media isn't interested in their business. That's often not the case.

In my experience, gaining coverage is 99 percent rejection and 1 percent success when sending pitch emails. This 1 percent can pay incredible dividends with referral traffic, SEO benefit, and credibility. The sooner you are comfortable with press rejection, the better you'll get at building a long term strategy. When you're met with silence from a reporter take a deep breath, remind yourself that it's not the end of your press stratgy and keep pushing forward with other narratives that might better resonate.  

2. Be selective with your outreach. 

Another mistake many people make with their press outreach is sending emails out to irrelevant reporters. I've seen many teams send out their release to wire services or even bcc-ing dozens of reporters on one line. I'll sometimes be included on these emails. I just shake my head and delete.

Not only will this waste your time, but it won't get results. Instead of going for quantity, focus on quality. If you are a dog food brand, focus your outreach on reporters who have write about pets. A reporter who writes restaurants reviews is likely never to write about you. Be diligent and do your research to find the right reporters to pitch your story to. When you sit down to plan your press startegy, find 10 people who are writing about your industry and get to know them and their work. Start small and expand your media list as you go. 

3. Build relationships and provide value. 

When thinking about building press relationships, it's important to consider how you can provide value to the reporter you are pitching. Press is highly relationship driven and it's important to think about why your release could be valuable to a reporter.

Is your news an exciting story that people would want to read about? Is it educational and helpful? Is it something that's never been done before? If you can answer yes to these questions then chances are your release is providing value. If your first release doesn't result in the coverage you were pining for, it may be time to revisit your value proposition. A good press strategy takes time to see what story resonates best with reporters. 

If a reporter doesn't want to cover you, politely thank them for their consideration and move on. Following up a dozen times will only annoy reporters and perhaps even wreck your chances at future coverage. 

Anyone can be successful with press outreach with enough determination and a commitment towards relationship building. Start trying these tactics today and watch as your press coverage increases over the next few months.