How to Decide if a Press or Media Opportunity Is Worth Pursuing

It is completely normal to hesitate when a press opportunity looks unfamiliar. After two decades of building brands from zero, I can confidently tell you that media momentum rarely follows a straight line, and that the biggest names are not always the opportunities that create the most traction first.

That pause is worth listening to, but it should not automatically mean no. Every yes adds to your public footprint, and every interview becomes a searchable proof point that can validate you years after it publishes. That is the same reason smaller opportunities can still deliver real, lasting value.

Start with the job that the Coverage Needs to Do

Before you judge any opportunity, get clear on what you need right now. Maybe you need credibility with investors or you need more discoverability so buyers can find you. When the job is clear, the decision gets easier.

If the goal is “I want a big name,” slow down. Big features help, but they usually come after you have built a pattern of showing up.

Why Smaller Outlets can Still Matter

Most people do homework before they buy. They search your name and look for third-party proof that repeats your message in a credible way.

Google is explicit about prioritizing content that demonstrates experience, expertise, authority, and trust, with trust as the most important part of that framework. Third-party coverage can support those signals because it shows you were vetted outside your own channels.

This is why a niche outlet is not automatically a bad yes. One thoughtful article can land in front of the exact buyer you wanted, even if the outlet is not as famous as Forbes or WSJ.

What Reporters Need from You

A reporter does not only pick a brand. They pick risk. If you make your story easy to understand and verify your claims, you become easier to include and earn more opportunities over time.

Cision’s 2025 State of the Media research highlights that. Many journalists reject outreach that does not match their audience or beat, and they consistently say they value practical assets that speed up reporting, including press releases and other useful supporting material.

Take every appearance like an audition for the next one, and you’ll get the spotlight you’ve been dreaming of.

When is Saying Yes Early the Right Strategy?

In your first year or two of consistent PR, you will repeat yourself a lot, and that’s the point. Every interview sharpens your message, and every placement expands your visibility. Just don’t forget to set boundaries. 

If a platform is built on controversy, consider declining unless that conversation sits at the center of your business. If the opportunity is big and the downside risk is significant, invest in media training and show up prepared with a message you can deliver under pressure. After the interview, send written quotes so the reporter has language you are comfortable seeing in print.

Podcasts Can Punch Above Their Size

Podcast audiences can be modest and still drive action because the relationship between the host and listener is often strong. When a host believes in you, the audience leans in.

Nielsen has reported that podcast ads can drive strong brand recall, and many listeners say they pay closer attention when the host reads the message. That trust dynamic is a useful proxy for guest appearances, too. 

Before you commit, ask whether the episode includes an upsell or a paid placement, and whether there is any production fee. None of those are automatic deal breakers. What matters is audience alignment and whether you will reuse the conversation in ways that can eventually support your sales process.

Adjacent Topics Can Expand Your Authority

You will sometimes be invited to comment on topics that sit next to your industry. Do not dismiss that too fast. Hiring and building teams cut across nearly every sector, and smart commentary there can make you feel more credible in your core space.

This matters because trust is thin right now. Many people show up guarded, assuming institutions have an angle and experts have an agenda. In that kind of climate, credibility is never a one-time win. You earn it in public, then you earn it again and again through steady footprints.

A Practical Filter for Fast Decisions

When an opportunity lands, I run it through a quick filter. First, does the audience match who we actually want to reach, and does the angle keep our message clean? Then I assess whether that opportunity will turn into a usable asset later, something we can point to, share, and build on, and whether we already know how we’ll use it once it’s live. I also weigh the time it will take against what we’re likely to get back, even if what we’re getting is reps and visibility.

If the answer still feels hazy, I either ask for what’s missing or I let it go. If it’s clear, I say yes, then I prep.

Pick one opportunity you have been hesitating on and run it through a similar filter. Bring one clear point of view and proof you can stand behind. Do that consistently, and the dream outlet will start to feel like the natural next step.