Think media coverage is just for big brands with PR firms and seven-figure budgets? Think again.
You don’t need to be the biggest MSP in your market–or even have a full-time marketing team–to land powerful press. In fact, some of the most successful media-savvy MSPs are small shops that simply know how to tell the right story, to the right outlet, at the right time.
Take Matt Rose as an example, owner of Tech Rage IT, a $2M MSP based in Orlando, Florida. With just 11 employees, he has landed consistent coverage in the Orlando Business Journal, MSP Success, and even on his local Fox News station.
“At networking events, people I’ve never met will say, ‘Oh, the TV star’s here,’” Rose says. “It’s given us instant credibility. One minute I’m just another IT guy … the next, I’m the expert they saw on TV talking about cybersecurity.”
And that’s the point. Whether you’re featured in a national trade publication or a 6-minute local news segment, media coverage elevates your status. It builds authority, shortens sales cycles, and opens doors to new leads and partnerships.
Here’s how to get started:
1. Recognize You Are the Expert
Even if you don’t feel like one, you are the expert in your space. You understand the real-world tech issues that local businesses face. You know what ransomware means to a CPA firm or how AI is impacting medical practices. The media isn’t looking for jargon–they’re looking for relatable, local experts with a point of view.
2. Think Like the Media
The fastest way to be ignored is to send a generic pitch. Instead, do your homework. Read the outlet. Know their audience. A local paper wants stories that impact the community. IT trade outlets want tips and insights from fellow MSPs. When you pitch, include the “why now” and “why it matters” up front.
3. Start Small, Stay Consistent
Your first pitch might get ignored. Your second might, too. But just like prospecting for leads, media outreach is a long game. Keep sending valuable ideas. Use news hooks like cybersecurity breaches, extreme weather events, or AI trends to offer commentary. Every “yes” builds your credibility for the next opportunity.
4. Leverage Every Win
Don’t let your 15 minutes of fame fade quietly. Share the coverage on social media. Add it to your proposals, email footers, and marketing material. Build a “media” page on your website. As Rose puts it, “We don’t even post our news on LinkedIn until we’ve got a press release ready. We drive traffic to both and tag the reporters. It keeps the momentum going.”
MSP Success and other channel publications frequently seek MSPs to feature in articles, newsletters, and podcasts. Whether it’s a clever use of AI, lessons learned from a hard client breakup, or a bold marketing move–your insight could help another MSP grow. And yes, even if you’re small.
As Rose says, “The media never once asked how big we are. They don’t care. They care if I have something relevant to say.”
