Hey there,
Let’s be honest, press kits are one of those things we all know we should have… but often sit untouched in a folder collecting digital dust.
One of the most powerful ways to get the word out about your coworking space doesn't require ad spend, SEO audits, or influencer campaigns. It just takes a bit of preparation and a good story.
A well-prepared press kit is great, but turning it into real media coverage? That’s where the magic (and the visibility) happens.
Whether you’re a one-person team or juggling five different roles, I’ve put together the steps that make it possible to land real articles, interviews, and mentions without losing your sanity or turning into a PR robot.
Let’s jump in.
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📝 It starts with your list (not your press release)
Most coworking spaces make the same first mistake: they write a press release, send it to a random “press@” inbox, and wait.
Instead: build a targeted media list. Include names of specific journalists who cover small business, community, or remote work, both locally and in your niche. A spreadsheet with just 10 good contacts is more valuable than 100 cold emails to “info@newsoutlet.com.”
And yes, tap into your own network! Members often know someone. Ask around. People love connecting good stories to people they know.
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📰 “We Exist” is not a headline
A journalist isn’t going to write about your space just because it’s open. (Sorry.)
Instead, lead with why now? Why should their audience care?
For example:
- You’re hosting a free coworking week to support new remote workers.
- Your members raised €5,000 for a local charity.
- A startup from your space just landed funding, and their journey started at your community table.
If you can tie your pitch to a trend (remote work, small business recovery, local tech scene), that’s even better.
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🫱 Join coworking (and media) groups
Here’s a trick most people forget: visibility comes from being in the room, even if it’s virtual.
- Join coworking networks like European Coworking Assembly, or your local coworking alliance.
- Follow relevant Slack/Discord/LinkedIn groups for journalists, writers, and local business owners.
- Share what you’re working on, ask questions, and be helpful before you pitch anything.
Journalists often ask for sources in these places. And other operators might tip you off to coverage opportunities or collab stories. It’s low effort, but can open the door to bigger things.
Not sure where to begin?
We’ve put together a short guide on the value of joining coworking organizations:
And if you’re looking to connect in person, check out our updated list of top industry gatherings around the world. Click the image below to see the full list and find the ones that fit your calendar. 👇
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Logos of coworking and future of work events you can join to connect and grow with.
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✉️ Make it easy to say yes
Once you’ve got your story, write a short, personal pitch email. Five sentences max. Include:
- Why the journalist should care
- A direct link to your press release or media kit
- A quote or offer for an interview, if relevant
- Your contact details, plain and simple
That’s it.
🚫 No giant PDFs.
🚫 No buzzwords.
🚫 No “innovative synergistic community-driven platform for future of work.” (I’m begging you.)
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📬 Follow-up rule: one and done
Wait 2–3 business days before following up. One follow-up is fine. Two? Risky. If they don’t reply, move on.
When someone does write about your space, send a thank you. Not a pitch. Just thanks. These relationships matter more than one article.
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♻️ Repurpose. Everything.
Don’t stop with press.
- Use the quotes and images from your media kit in your newsletter.
- Post the article on social media (tag the outlet!).
- Write a behind-the-scenes blog post about the story.
- Share member reactions.
If your community is proud of the news, let them help share it. One well-placed article can create a ripple of awareness for weeks, but only if you help push the ripple.
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⚡Low-effort, high-impact tip: HARO
If you don’t have a big story right now, sign up for Help A Reporter Out (HARO). It’s free. Journalists post daily requests for quotes from small business owners, remote work experts, and coworking operators.
Responding to 2 emails a week might land you in an article, without writing a press release at all.
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TL;DR: Your press kit is not the end of your PR work. It’s the beginning.
Find the right people. Tell a story that matters. Make their job easy. And keep showing up.
That’s how small coworking spaces land big coverage.
You don’t need a PR agency, just a good story and a little time.
Happy pitching!
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The topic for next week is:
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If you missed last week's newsletter, check it out here:
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Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.
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See you next Wednesday and happy coworking! 🥳
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Harzer Str. 39
Berlin, 12059, Germany
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