Amy McRitchie, Associate Director 

Whenever we talk to a new client, we always ask what the dream piece of coverage looks like. Naturally, nine times out of ten, it’s the same handful of publications. The Financial Times. BBC News. The Guardian. Rarely is the answer a niche or local outlet. 

While we always advocate for strong relationships with trade titles, we understand entirely. Seeing your brand’s name in a publication as well-known and trusted as those listed above delivers a wave of satisfaction like nothing else.  

We love making this a reality for our clients. (And coincidentally, you can read how we’ve done it for Micrima, Ohpen and Virgin Media O2). But as good as we may be at it, the journey is long and laced with many foundational steps that may feel small, but snowball over time. Here’s what it takes to get into the most prestigious, widely recognised, and influential publications – otherwise known as tier one. 

First things first: put down strong roots in trade publications 

Tier one coverage does not exist in a vacuum. Trade coverage forms the roots of your media presence, grounding your credibility and giving your story the strength it needs to grow, sow seeds and eventually break into tier one titles. 

Trade titles are where national journalists look. They offer proof that you are credible, relevant and worth their time. A back catalogue of strong hits will instantly boost chances of tier one coverage. Once this has been achieved, the five steps below are integral to success: 

#1: Really get to know target journalists 

We build strong media relationships by following journalists on social channels, reading their work, exploring their archives and spotting patterns in what they cover and care about, and, crucially, spending time with them in person. 

Where our clients themselves can make an impact is investing time in meeting journalists without the expectation of immediate coverage. It can feel difficult to justify time for a background coffee in an already packed calendar, but investing in trust and credibility pays back. Over time, you become recognisable, your name stands out in their inbox, and the likelihood of coverage increases. 

This will also start the process of becoming a proactive source for journalists. This might look like them reaching out for comment on a breaking story, asking for your perspective on a trend, or including you in features where they need a credible voice. Being top of mind in this way is where real momentum builds. 

#2: Be resourceful 

Think about what you already have that could be valuable to a tier one outlet. Owned data is incredibly powerful. When anonymised and aggregated, it can reveal far more about the state of the nation or emerging trends than you might expect. Carefully framed, it can offer a completely new angle and point of view. 

Data may be the most obvious asset, but it is not the only one. Insight matters just as much. What are you hearing from customers, partners or across your industry that others are not? What patterns are you seeing that point to wider economic, political or sector shifts? 

Journalists are always looking for credible, accessible data sources and genuine experts. If you can provide either, and do so quickly and reliably, you become a go-to. Responsiveness and willingness to engage matter just as much as the data and insight itself.  

#3: Share your founder story 

Product-led announcements alone rarely cut through. What does is a compelling founder story. The journeys that resonate are the ones shaped by challenge, resilience and ambition. 

Take the time to properly articulate your story. The more depth and nuance we have, and the more human anecdotes that illustrate it, the more creatively we can position you. This opens up opportunities beyond straightforward news and allows us to secure broader, more meaningful coverage that authentically showcases who you are and the value you bring. 

#4: Have a hot take or two (or three) 

Thought leadership is one of the most effective ways in. When it is timely, informed and distinctive, it can significantly shape how your brand is perceived. 

Strong points of view build trust and authority. Decision makers consistently say that thoughtful, well-argued perspectives are more credible than traditional marketing when assessing a business. The same applies to journalists. A clear, confident take on a current issue is far more likely to cut through than a neutral or overly cautious stance. 

#5: Be prepared for the long game 

Tier one coverage does not happen overnight. It is built on consistent credibility, often starting with trade titles. These outlets play a critical role in establishing your reputation. 

When a tier one journalist searches your name, they are looking for proof. Strong trade coverage provides that validation. 

It is also important to recognise how fast newsrooms move. Even when a journalist is interested, priorities can shift quickly and stories can be delayed or dropped. This is rarely personal. Staying patient and consistent is what ultimately gets results. 

On a final note, it is always worth remembering that tier one media should not always be the end goal. As powerful as it can be for building brand equity - particularly ahead of a major milestone - it does not always translate directly into leads or conversion. A balanced approach, across both trade and national media, is what delivers long-lasting results. 

If you want visibility in tier one press, we can help. Get in touch and let’s build the foundations that get your brand major hits.