Tier System
Categorizing media outlets by importance and reach to prioritize pitching efforts and tailor approach strategies.
Definition
A tier system organizes target media outlets into categories based on their relevance to campaign goals. Tier 1 typically includes major national outlets with significant reach and influence. Tier 2 covers respected trade publications and regional media. Tier 3 encompasses niche outlets, blogs, and emerging voices.
This categorization helps PR teams allocate effort appropriately, customize pitch approaches for each tier, and set realistic expectations for different outlet types.
Why It Matters
Not all coverage is created equal. Understanding tiers helps teams focus exclusive stories on outlets that will generate maximum impact while efficiently managing lower-priority outreach.
Tier systems also inform measurement—a Tier 1 placement might be worth more than ten Tier 3 mentions for certain objectives.
Examples in Practice
A tech company reserves its product launch exclusive for a Tier 1 outlet (TechCrunch), then cascades to Tier 2 trade publications, finally conducting broader Tier 3 outreach.
An agency maps a client's tier system: Tier 1 is top business media, Tier 2 is industry trades and regional papers, Tier 3 is relevant blogs and newsletters.
A campaign report shows 2 Tier 1 placements, 8 Tier 2, and 25 Tier 3, with different success metrics applied to each category.