Getting media coverage might seem like magic. But it’s not. It just takes a little planning, some creativity, and a focused burst of effort. That’s what a PR sprint is all about — a short, intense push to get your story in front of journalists and onto news sites.
Think of it like preparing for a big run: you stretch, you set your pace, and then you go all out. It’s fast, fun, and gets results. Ready to learn how to run a PR sprint that actually gets coverage? Let’s go!
What Is a PR Sprint?
A PR sprint is a dedicated 1–2 week period where your team focuses only on getting media attention. Instead of dragging PR efforts out for months, you condense them into a fast, targeted push.
Why a sprint?
- It keeps momentum high.
- Your messaging stays fresh and consistent.
- You can respond quickly and adapt your approach.
Now, let’s break down how to run one.
Step 1: Build Your Story
Journalists want stories, not ads. So, skip the hard sell.
Ask yourself:
- What’s new or surprising?
- Is there a trend we’re riding?
- Is there a strong human angle?
- How does this impact people or the world?
Your story needs a hook. Make it emotional, timely, or weird. Weird is good. People remember weird.
Here are some ideas that get noticed:
- Unusual data you just released
- A bold statement you can back up
- A quirky founder story
- A new product with a twist
Once you’ve got a great angle, write a short and punchy press release. Then, distill it into a few key points. These will guide everything else.
Step 2: Build Your Media List
Don’t spray and pray. Be laser-focused.
Make a list of journalists who actually care about your topic. Look for:
- Writers who cover your industry
- Authors of similar stories
- People tweeting or blogging about your subject
Create a spreadsheet with:
- Name
- Publication
- Link to a recent article
- Why this pitch fits them
This step takes time. But it’s worth it. Personalized pitches work way better than mass emails.
Step 3: Craft Killer Pitches
Your pitch email should be short, sharp, and relevant. Journalists get tons of emails. Make it easy for them to say yes.
Here’s how to do it:
- Subject line: Intriguing, specific, no clickbait.
- First sentence: Who are you and why are you emailing?
- Body: 2-3 lines about the story — make it a clear ‘hook’.
- Close: Ask if they’d like more info or a quick call.
PRO TIP: Mention a recent article they wrote and explain why your pitch is a fit. It shows you’ve done your homework.
Step 4: Blitz Week
This is the actual sprint. Block out 3–5 days when most of your effort happens.
Here’s what to do:
- Start sending personalized emails to your media list.
- Track responses and follow-ups every 2–3 days.
- Post your story angle on LinkedIn or Twitter and tag relevant people.
- Monitor for mentions and respond quickly.
Staying organized is key. Use a tracker with columns like:
- Email sent?
- Opened?
- Responded?
- Follow up sent?
- Coverage secured?
You’ll be surprised how many people respond to your second or third email, not the first. Follow-up matters!
Once you land a story, don’t stop there.
Share it on social media. Put it in your newsletter. Tell your customers. Let your team celebrate too — getting press feels great!
Also reach out to the journalists who considered your pitch but didn’t publish it. Say thanks. Keep the door open for next time.
Step 6: Measure and Learn
Not every PR sprint ends in fireworks. That’s okay. You’ll always learn something.
After the sprint, debrief with your team:
- Which angles got interest?
- Who responded?
- What emails worked best?
- What was the biggest blocker?
Update your media list based on who replied and who didn’t. PR is about building relationships — even a polite “not right now” is a foot in the door.
Bonus Tips
Still reading? Great! Here are some extra ways to boost your PR sprint:
- Use a juicy stat: If you have recent research or data, lead with that.
- Offer images or video: Make it easy for a journalist to see or use your content.
- Create a press kit: Include bios, images, logos, and a Q&A about your company.
- Time it right: Avoid holidays and late Fridays. Pitch mid-morning on Tuesday or Wednesday when possible.
Final Thoughts
A PR sprint isn’t about luck. It’s about preparation, timing, and hitting the right people with the right story — fast. It’s about making noise in a smart way.
So don’t wait for a PR agency or a big moment. You can run a mini PR sprint anytime. The key is to treat it like a focused campaign, not a background task.
Plan it. Sprint hard. Learn. Repeat. And soon, you’ll be seeing your name in lights — or at least in the headlines.
Happy sprinting!
