PR Tips: How to Increase Media Coverage

Helping brands launch new products and initiatives is one of the most exciting parts of public relations. We love supporting our clients and seeing their hard work pay off as their vision comes to life! 

But when there is nothing new happening, how do you maintain media coverage? How do you keep your brand top-of-mind for your audience?  

That is when the real work of public relations comes in! In between launches and initiatives, it is so important to find strategies that enhance your media coverage so that your audience stays loyal to your brand even when nothing new is happening.  

Here are our top-three strategies to increase media coverage:  

  1. Tie Into a Larger Conversation 
    The underlying principle of public relations is to encourage your audience to engage with your brand in real-time. Current events do exactly that! Pay attention to what is happening and the current conversations around the world, nation, and in your specific industry. Find trending conversations that you can comment on or give expert advice for. Providing the media with comments on current events is a way to show your audience that you know what is important to them and keep securing media coverage even during slow periods. 
     
    Plus, the more you are aware of what is going on in your industry, the more your brand will grow its credibility and authority. Strategically tying yourself to a larger conversation will position you as a thought leader in the eyes and minds of your audience. 
Our client was able to use their expertise in nutrition to be quoted in a larger conversation about weight loss.  
  1. Flow with the Seasons 
    Let’s go back to basics with one of the simplest public relations strategies out there: seasonal pitches! Will your audience be focusing on back-to-school? How about summer travel, or Valentine’s Day?  

    Flowing with the seasons is an opportunity to strategically position your brand and highlight your key messages. It is also a great way to show reporters that your content is relevant to their target audience. Do not be afraid to get creative. On top of the obvious holidays, research the unique ones like Better Breakfast Day, National Tourism Day, or Worldwide Wildlife Day.  

    Creating a layered approach and building holidays and seasonal trends and themes into your promotional efforts are a sure way to keep your media coverage consistent. Be careful not to choose too many, find the ones most strategic for your key messages! 

    Check out this website to find holidays listed for each month: nationaltoday.com 
Our client capitalized on Halloween which resulted in media coverage highlighting several of their campgrounds. 
  1. Create Data-Driven Stories  
    Surveys and case studies packed with data are one of the most powerful public relations strategies you can use. The media loves them too. Research and statistics are great ways to land press, the trick is taking the data and turning it into a story that people will care about. To do this, find the big takeaway, figure out why it matters to your audience, and then personify and personalize it. In other words, make it human!  

    It is important to remember, the research you source needs to be air-tight! When it comes to presenting data and facts, your brand’s reputation is on the line so do not just put anything out there. Make sure the information you present is independent, peer-reviewed, and credible enough to have your brand attached to it. 
screenshot of media coverage for a recent scientific study on refined grains
How we helped our client use data to tell a story that refuted commonly held beliefs
in their industry. 

Staying in the media requires thoughtful strategy and intention. Learn to build a public relations strategy that incorporates both launches and new initiatives as well as strategic opportunities to promote your key messages that will keep you in the media all year long!  

If you would like help with public relations, feel free to contact us. We offer a variety of services like digital marketing & analytics, marketing & brand strategy, and more to small and large companies.

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