This way up
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Does PR have it upside down? 80% of jounralist start their stories from online searches, not press releases.
As newsrooms face tighter deadlines and shrinking teams, the traditional PR pitch often falls flat. But the story doesn’t end when a journalist skips the email. Increasingly, they’re finding stories through search, not just inboxes. That’s where Lookatmedia™ steps in, a digital media center and content management platform that turns every press release into a long-term, discoverable asset.
Unlike traditional PR tools focused on short-term outreach, Lookatmedia™ gives organizations a branded, searchable home for all media content, from press releases and image libraries to verified quotes and story outlines. Its integrated digital asset management (DAM) solution ensures everything is organized, fast-loading, and ready for coverage.
“Even the press release that doesn’t land today can become the spark for tomorrow’s headline,” says Craig Harris, Founder and CEO of Lookatmedia™. “Journalists come back to Lookatmedia because it feels like a trusted source, not a pitch.”
Unlocking a $500B Earned Media Opportunity
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Global earned media is worth over $500 billion, but only if your stories can be found.
Unlocking a $500B Earned Media Opportunity
Getty Images/iStockphoto
Global earned media is worth over $500 billion, but only if your stories can be found.
Press releases as searchable story infrastructure
Lookatmedia™ transforms media content into verifiable, reusable source material that’s optimized for how journalists actually work, including:
- Organic search discovery
- Beat-specific media center navigation
- Archived press leases but live-access story ideas
Even if a release isn’t opened, journalists can find it days or weeks later through familiar search habits, discovering it on their terms, not when the email lands.
Extending the Lifespan of Newsworthy Stories
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The average lifespan of a press release: 3 hours. The lifespan of a news story on Google News: 90 days. The lifespan of a story on Lookatmedia: as long as you want.
Extending the Lifespan of Newsworthy Stories
Getty Images/iStockphoto
The average lifespan of a press release: 3 hours. The lifespan of a news story on Google News: 90 days. The lifespan of a story on Lookatmedia: as long as you want.
Building a live map of journalistic interest
Every engagement with a media asset is tracked, not to chase clicks, but to build organic journalist databases based on real behavior. Over time, organizations gain:
- A verified network of engaged journalists
- Intent reporting that shows what content gets attention
- Insight into what kinds of stories resonate, and when
The result? A media center that grows more useful over time, for journalists and communicators alike.
“Lookatmedia™ isn’t just where you place your stories, it becomes part of the story-finding process,” Harris adds.
As journalism evolves, platforms like Lookatmedia™ offer something rare: a PR tool journalists actually want to return to.
