For building materials brands, media placements can elevate visibility and credibility in front of key audiences like architects, designers and builders. But securing consistent PR coverage isn’t just about crafting a single pitch. It’s about building long-term relationships with journalists and editors who trust your brand as a reliable resource. 

Follow these five steps to create lasting media connections that keep your products in the spotlight.

1. Target the Right Outlets and Contacts: Coverage in the right publications makes all the difference. Focus on media outlets that reach your ideal audience—trade publications, industry websites and key digital platforms in the construction and design sectors.

• Try This: Create a list of contacts who cover building materials or design trends in each targeted outlet. Track recent articles and topics they’ve covered to get a sense of what resonates.

2. Lead with Value, Not a Pitch: Building media relationships means showing you’re a reliable source of valuable information, not just promoting your products. Offer insights, trends or data relevant to the journalist’s audience without tying everything back to your brand.

• Try This: Share quarterly email updates with top contacts featuring trends like sustainability shifts or innovative design approaches. Keep the focus on value rather than self-promotion.

3. Check In Without Pitching: Simple, no-pressure check-ins keep you on the journalist’s radar without overwhelming them with pitches. Use these opportunities to share an article they might enjoy, compliment recent work or ask about upcoming story needs.

• Try This: Set a reminder to check in with key contacts every 3-4 months. Focus on building relationships instead of immediate placements.

4. Personalize Every Pitch: Generic pitches rarely resonate. Tailor each pitch to the outlet’s audience and explain how your product solves a specific problem or ties into a relevant trend. This shows respect for the journalist’s time and expertise.

• Try This: Highlight how your product’s features or benefits align with recent articles or trends the outlet has covered. Keep it short and specific.

5. Follow Up Without Being Pushy: Journalists often juggle tight deadlines, so don’t expect an immediate response. Give them a week or two to reply, then send a polite follow-up with a fresh angle if needed.

• Try This: In follow-ups, avoid repeating the same pitch. Add a brief note about new details or angles, but respect their time and stop if they’re uninterested.

For building materials brands, earning consistent media coverage comes down to building trust and offering value. By targeting the right outlets, personalizing your PR outreach and staying consistent, you’ll foster relationships that keep your brand top-of-mind and in the media spotlight.

For more than 20 years, Multistory Media has specialized in public relations for the building materials, commercial construction and commercial real estate industries.