5 Ways To Increase Press Coverage
Any personal or business brand can identify with the need to get the attention of the media to support growth and brand trust. Earned media is one of the oldest forms of press coverage, and it has a tremendous reach once achieved. It is defined as press coverage that is generated organically, meaning that you didn’t create it or pay for it, which is why it’s considered more credible and trustworthy than an advertisement.
It is essential to increase your press coverage because it helps to make people aware of your brand’s niche and unique features, as well as your story and what defines you as a brand. It tells consumers what you offer and how your products can solve their issues and fulfill their needs all from a reliable, third-party source. PR professionals are the gateway to earned media and can help you and your brand identify ways to increase your press coverage as a part of your PR strategy. In the meantime, here are five ways you can help increase your press coverage on your own today!
Role Of Press Coverage In PR
It is imperative to build your public relations strategy and outreach because the press acts as a bridge between you and your target market. If you ever get stuck in some unwanted situation that can adversely affect your reputation, press coverage can help. On the flip side, as you and your brand grow, it is important to share your successes! People believe in your brand if they see good press coverage about your brand, as most have a strong trust in the media.
Ways To Increase Press Coverage
1. Develop Rapport With Journalists
It is crucial to have a rapport with journalists but make sure you are clear in your intentions and authentic in your approach. You might offer to help them with their story deadlines and editorial calendars, and in return, they will likely help your brand if you need it in the future! It’s also important to contact the right journalist for your pitch. Some cover food and beverage, some cover economic trends, and some are interested in the business sector. You need to identify who is more likely to take an interest in your business and brand storyline as well as their publication’s target audiences.
2. Timings Matters
Undoubtedly, time is an asset. The media moves fast, so staying on top of news trends and developing ongoing relationships with journalists so you know when to pitch is essential. What’s more, make sure you’re aware of the schedule of the publications in which you are pitching to get maximum coverage. For example, if your brand is covered in a weekly magazine, it will take a lot to grab the publication’s attention versus a daily publication where they need more stories. Also, monitor competitor news, national headlines, and holidays because you will not want your story to get lost in the clutter and be unable to reach the target market effectively.
3. Talk About More Than Your Successes
The content of your pitch or story should be attention-worthy. You will only get press coverage with interesting content because the press wants storylines that will enhance their views. We recommend telling positive and challenging situations to connect with your target audience. For example, telling a story of how your CEO struggled to get where they are today can make your brand seem more relatable and authentic.
4. Utilize Technology As Much As Possible
Keeping yourself up-to-date with new technology is always beneficial. It would help if you digitized your press releases rather than using print outreach. Nowadays, it’s more common to reach out through email, blog responses, and DMs on social media. Digitalization makes journalists’ lives easier because you can add different animations, bells, and whistles to your stories to make them attention-worthy and easily share and track their impact.
5. Create Trends And Initiate Buzz
If you want press coverage, then it is essential that you create trends or at least take part in current relevant trends to remain at the forefront of mainstream media. Buzz marketing is beneficial. It has a broad reach and high brand impact and trust. One viral TikTok can give credibility and fame instantly these days. As mentioned above, the media will only cover you once they find something that will benefit them and their storytelling approach. Something which is in trend will always catch people’s eyes. In this approach, it’s helpful to have a PR team to manage your digital activities to get maximum coverage.
Putting the PR in Press
If you want to get more press coverage, having a strong strategy and the right tools is essential. With earned media through PR, you have the opportunity to expand your reach, create awareness, and build credibility for your brand. It not only endorses your brand but convinces potential consumers to get to know you better.
