How to Use Newsletters to Get Coverage

Steph Spyro explores how newsletters can help comms pros get coverage for their clients.

Steph Spyro began Off the Record in July 2025

Off the Record is officially one year and one week old! Here’s a small post to say a VERY BIG thank you for all your support over the last few months. It will come as no surprise to hear that I’m a MASSIVE fan of newsletters. I love writing this one and I love reading plenty of others too.

Comms pros can use this magical tool to get media coverage and boost the profile of either their own company or their clients.

Newsletters are fantastic because they’re curated. They build trust and create a sense of community. They feel personal, reliable and focused. If they’re done right, they’re packed with ideas, fresh trends and even the odd exclusive.

Unlike a corporate blog, newsletters have a distinct voice. Over time, readers feel like they know the person behind them. (At least, I hope that’s how you feel when you read OTR!)

They also land directly in someone’s inbox. LinkedIn, X and Instagram algorithms decide whether people see your content. A newsletter isn’t dependent on the whims of something else.

One of the biggest reasons journalists subscribe to newsletters is because they spark ideas or provide unrivalled analysis. A single statistic, observation or emerging trend can turn into a news story. If your newsletter consistently helps us understand an industry or spot what’s coming next, we’ll begin to see you as a trusted source. Also, when your pitch or organisation does eventually land in our inbox, you’re no longer a stranger.

Newsletters are also brilliant for building your own profile, or your clients’. If I’ve never heard of someone who’s pitching me, one of the first things I’ll do is look them up. Having a newsletter that demonstrates expertise, shares thoughtful analysis and shows you’ve been talking about your sector instantly adds credibility.

Now, you might be wondering what makes newsletters different from press releases.

A press release tells journalists what has happened (or is about to happen). A great newsletter explains why it matters, what it means and what might happen next. That’s the kind of insight journalists value from the organisations and experts we rely on.

Having published Off the Record since July 2025 (still can’t quite believe that!), I’ve learned a few things about how to write a newsletter so here are my 10 top tips. I’ve also shared a few thoughts on how I think you can make newsletters useful for journalists.