Getting your brand featured in the news is one of the most effective ways to build credibility, generate buzz, and connect with your target audience. 

In the Philippines, where the media landscape is dynamic and community-driven, earning a spot in local news outlets can give your business the visibility boost it needs. Whether you’re a startup, an SME, or an established brand, knowing how to approach media strategically can make all the difference.

1. Identify the Right Media Outlets

The first step is knowing which local news outlets align best with your brand. 

In the Philippines, there’s a mix of traditional print, online platforms, radio, and TV, plus community-driven pages that Filipinos trust. There are regional newspapers like SunStar Cebu, metro-based outlets like Philippine Daily Inquirer, local radio stations like DZRH, and digital news sites like Rappler.

Make a list of the ones that fit your industry and target audience. Coverage from a regional newspaper in Davao could be just as powerful as a feature in a national broadsheet if that’s where your target audience is.

2. Craft a Compelling Story

Filipino journalists are always on the lookout for stories that resonate with their readers. Simply announcing a new product or service may not be enough, so frame your pitch with a strong human or community angle. Ask yourself:

• How does your brand impact the local community?
• Is there a unique story behind your founder’s journey?
• Have you launched an initiative that supports local causes or Filipino culture?

For example, if you’re a new coffee shop supporting local farmers from Benguet, most media outlets would grab that angle to cover.

3. Send a Professional Press Release

A well-crafted press release can make or break your chances of getting featured. 

Journalists appreciate receiving ready-to-publish, well-organized materials that clearly answer the basic 5Ws (Who, What, When, Where, Why) and 1H (How). A good press release has the following:

• A strong, clear headline that hooks interest.
• A lead paragraph summarizing the news.
• Supporting details, like quotes from company leaders or partners.
• Contact information for media follow-up.
• High-resolution images that can accompany the article.

If writing isn’t your forte, this is where a PR agency in the Philippines can help tremendously. They can ensure your press release is polished and customized to the tone and style that local media outlets prefer.

4. Build Genuine Relationships with Journalists

In the Philippines, pakikisama (good personal relations) still matters a lot in business and media interactions. Building relationships with reporters and editors increases the likelihood that they’ll pay attention to your pitches.

You can nurture these relationships by engaging with journalists on social media, sending them personalized notes of appreciation, and inviting them to your company events. It’s also important to remain respectful and accommodating to keep the sincerity even in a non-working setup.

Over time, you’ll become a trusted source they can turn to when they need expert opinions or feature-worthy content.

5. Host Events and Invite the Media

Whether it’s a grand opening, a charity drive, a product launch, or even a webinar, events are great opportunities to get the press involved.

Media-exclusive events and exclusive interviews are leading ways to let journalists interact with your brand firsthand. Also, make sure to prepare media kits with press materials and freebies for the ultimate experience!

Again, partnering with a PR agency can make a huge difference here – they can handle media invites, press kit preparation, event styling, and on-the-day coordination, ensuring a seamless experience without you doing the legwork.

6. Utilize Digital PR

In today’s digital world, online presence often carries more weight than traditional media. Getting featured in digital news outlets is now a game changer. 

One of the most effective ways to do this is by sharing your expertise through guest articles or collaborating with lifestyle and business websites for feature stories. You can also explore paid PR opportunities that are designed to look and feel organic, or connect with local newsletters and online communities that already engage your target audience. 

Beyond visibility, digital PR strengthens your SEO, helping your brand surface more often in relevant online searches.

7. Leverage Social Proof and Local Influencers

Local media outlets are naturally drawn to brands that are already generating buzz, so building that momentum yourself is key. Social proof – such as customer reviews, user-generated content, or influencer shout-outs – can act as a magnet for press attention. 

In the Philippines, working with micro-influencers or respected community figures can be especially effective. Imagine a neighborhood foodie giving your new restaurant a glowing review; that kind of endorsement can quickly catch the eye of local media and potential customers alike.

How a PR and Digital Marketing Agency Can Help

Trying to juggle media outreach on top of running a business can feel like too much at once. 

This is where a digital marketing agency can really step in to lighten the load. Through their expertise, they bring access to established media networks, a knack for turning your brand’s message into a compelling story, and the ability to manage every aspect of the process. Most importantly, they track results so you can see exactly where your story landed and how far it reached. 

By trusting the experts, you can stay focused on growing your business while they make sure your brand gets the attention it deserves.

Give your brand a well-deserved media shoutout 

Getting your brand featured in local news outlets is one of the best marketing moves you can make, especially in a community-oriented country like the Philippines. With the right approach and a professional PR team by your side, you can turn your brand into a media favorite and reach more of the customers who matter most.