PR for corporate communications
Corporate PR: building a company's reputation with the press
Corporate PR manages a company's reputation as a whole: its leadership, results, strategy and conduct. Rather than selling a product, it explains the business to reporters, investors, staff and the public. The best corporate communicators build relationships with the business journalists who cover their sector long before they need them.
Story angles that work for corporate communications
Journalists do not cover companies, they cover stories. These are the angles that most often earn corporate communications coverage:
- CEO interviews on strategy, the market and the company's view of the future
- Results and milestones explained with context, not only figures
- Purpose and impact reports backed by verifiable data
- Leadership changes announced with a clear reason and succession plan
How to run corporate communications PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered corporate communications recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with the figure: revenue, deal size, growth or headcount.
- Offer the CEO or CFO for an interview. Business desks rarely quote PR staff.
Mistakes to avoid
- Only calling journalists when there is good news.
- Corporate jargon that hides the actual news.
Who covers corporate communications
InsightFuse lists 5,562 journalists, editors and producers whose role or outlet points to corporate communications coverage, across 122 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Business Insider
- Business Standard
- Thomson Reuters
- Entrepreneur
- My Own Business
- Bloomberg LP
- Whole Foods Market
- Nikkei Business Publications
- Standard & Poor's
- Law Business Research
- Reed Business Information
- Dubai Media Incorporated
| Country | Journalists |
|---|---|
| United States | 2,151 |
| United Kingdom | 542 |
| India | 440 |
| Canada | 207 |
| South Africa | 143 |
| Australia | 129 |
| France | 102 |
| Germany | 76 |
| Role | Journalists |
|---|---|
| Editors | 1,690 |
| Writers | 1,156 |
| Producers | 587 |
| Reporters | 570 |
| Journalists | 499 |
| Correspondents | 401 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
What is corporate public relations?
Corporate public relations manages a company's overall reputation through media relations, executive profiling, financial communications, internal communications and crisis management.
What is CEO PR?
CEO PR builds a chief executive's public profile through interviews, bylined articles, speaking slots and social media, so the leader becomes a credible voice for the company and its sector.
Get started
Find the reporters who’ll cover you — free.
Search 799,000+ journalists by beat, outlet and country, then let the PR agent write and send the pitches. No credit card.