Why should I wait to announce news before pitching to tier-1 journalists?

Tier-1 journalists prioritize breaking, never-before-heard stories, and once news is published on social media or trade press, it's no longer considered new or newsworthy to them. By practicing strategic patience and waiting for tier-1 coverage first, you maximize your chances of getting coverage in high-profile publications, similar to how delayed gratification yields bigger rewards.

What happens if I leak my company news on LinkedIn before contacting major media outlets?

If you announce your news on social media or trade publications first, tier-1 journalists will see it's already public and no longer consider it a scoop or breaking news story, making them unlikely to cover it. This kills your opportunity to get the bigger media placements that require exclusive access to the story.

How long should I wait before going public with company news for PR purposes?

The timing depends on your editorial pipeline and the journalists you're targeting, and you may need to wait days, weeks, or sometimes even months for your first-choice tier-1 journalist to run your story. It's worth the wait because there are an extremely limited number of tier-1 journalists covering any specific beat, so securing their coverage should be your priority.

Ten Ways You Could be F#$%ing Up Your PR