Media Relations for Purpose-Driven Brands
Media relations is at the heart of everything we do at Yulu. For more than a decade, we’ve partnered with sustainable, purpose-driven, and socially innovative brands to amplify their stories through powerful, strategic PR. We know how to help journalists, content creators, and media outlets tell your story in ways that resonate, build credibility, and spark meaningful conversations. Our approach goes beyond coverage, we help brands earn influence, visibility, and trust.
Our Approach to Media Relations
Our Process
- Discovery: Identifying your most newsworthy and impactful stories
- Targeting: Building custom media lists aligned with your goals
- Messaging: Crafting compelling pitches tailored to journalists
- Outreach: Securing earned coverage through proactive outreach
- Impact Tracking: Measuring the quality and reach of coverage
Our Services
- Creative campaign strategy
- Press release and media kit development
- Custom media list building
- Media outreach and follow-up
- Media training for spokespeople
- Deskside briefings and news conferences
- Interview coordination and ongoing media support
Media Relations & It’s Role in AI
Strong media coverage can transform a brand’s reputation, attract customers, and position leaders as industry experts. For mission-driven companies, media relations is a vital tool to showcase impact, influence public opinion, and shape narratives around sustainability, innovation, and social change.
Today, this role is even more critical. In an era where AI-generated content floods our feeds, authentic human storytelling stands out more than ever. Journalists are looking for trusted sources and credible voices to cut through the noise.
How does your brand show up in AI overviews?
If you’ve Googled anything lately, you’ve seen those AI‑generated summaries at the very top of your page called “snippets” or “overviews.” They’re not random – they’re prioritized using Google’s ranking systems and quality signals like E‑E‑A‑T (Experience, Expertise, Authoritativeness, and Trustworthiness).
And what fuels those quality signals? Good ol’ fashioned PR: earned media, press coverage, and quoted experts. The takeaway is simple: if those summaries aren’t pulling from your story, they’re pulling from someone else’s.
As we explored in our blog AI Needs PR to Find Your Story, if your organization isn’t being quoted, covered, or cited, you’re not in the AI conversation.
Media Training Expertise
We prepare leaders and spokespeople to feel confident and compelling in front of the media. Our media training sessions, offered as half-day or full-day workshops, cover:
- What qualifies as “news” and how reporters work
- Developing and delivering key messages
- Techniques for strong, quotable soundbites
- Handling tough questions and crisis scenarios
- Strengthening presentation and speaking skills
Learn more about Yulu’s media training services.