What great PR and great coffee have in common
Like any self-respecting PR agency, ABC PR runs on a potent mix of espresso and earned media.
So when we were gifted an espresso machine last Christmas, you better believe we treated it like a newsroom exclusive.
And after a few weeks of frothing milk and pulling shots like it’s 2006 (yes, the teenage Gloria Jeans training still slaps), it hit me – brewing the perfect coffee isn’t all that different from delivering a standout media launch. Let me explain.
Start with the beans – aka your message
Great coffee starts with the right beans. Great media starts with the right message. Before you even think about pitching, you need to know exactly what you're trying to say and who needs to hear it. The sharper your message, the smoother the result.
Grind it down. Refine it. Tailor it. Because vague messages get vague outcomes. But a clear, confident message targeted at the right audience? That’s where traction begins.
And just like sourcing beans from a top roaster, who you send your story to matters. A solid media list isn’t just names on a spreadsheet it’s your bridge to the audience you’re trying to reach. Choose wisely. Media is earned, not bought.
Warm the machine – and the relationship
No one likes a lukewarm flat white, and the same goes for cold media outreach. Yes, journalists expect cold pitches. But that doesn’t mean you can’t warm things up first.
Use your network. Leverage past relationships. Show you’ve done your homework. A quick LinkedIn check, a nod to their recent work, or a tight subject line can go a long way.
And for those you haven’t met yet? Keep showing up. Comment on their work. Be consistent. Building trust in media is like perfecting your coffee game, it takes repetition, attention, and care.
Timing is everything
You can nail the grind, milk, and pour but if you leave that shot sitting too long? It’s bitter and wasted. Same goes for media.
The best story in the world won’t land if the timing’s off. Context is everything. If you're launching during an election cycle, public holiday, or breaking news frenzy, you're shouting into a storm.
Conversely, aligning with broader conversations like International Women’s Day, Budget week, or industry news cycles can give your story momentum.
Know what’s happening in the world. Read the room. And if the moment isn’t right, hold the launch. There’s no point serving something lukewarm when it could’ve been hot.
A final shot
A great coffee doesn’t happen by accident. Neither does great media. It takes planning, precision, and a little finesse. But when you get the right message, to the right person, at the right time – that’s when the magic happens.
So here’s to strong coffee, sharp strategy, and media worth sharing.
Happy brewing.