Media coverage plays a crucial role in how brands are perceived. After all, the media has the power to boost a company's reputation or shatter it.
There's often an assumption that securing good media coverage is easy. The theory goes that, so long as you're true to your brand values and offer something genuinely useful to consumers, then the media will be interested.
The problem is, there are thousands of brands all competing for the same small slice of visibility in the media, which makes achieving regular media coverage quite hard.
Companies use various tactics to stay in the spotlight and ensure their brand building strategies align with what media outlets want. In this guide, we'll highlight these methods and explain how you can work with journalists and editors to ensure positive media coverage for your brand.
In This Guide:
Understanding Media Coverage
The Best Places to Get Good Media Coverage
Building Relationships With the Media
Securing News Coverage
Integrating Media Coverage With Other Marketing Strategies
Measuring Media Coverage Success
Frequently Asked Questions
Understanding Media Coverage
Before we look at strategies to improve your press coverage, it's worth walking through what we're talking about here. Media coverage refers to the level of exposure your brand receives in the media. There is a broad scope here, as media covers traditional forms like newspapers, magazines, TV, and radio, as well as new forms like social media, online news, podcasts, videos, blogs, and forums.
Media coverage can shape how people see brands. Public perception is susceptible to change, especially when a trusted media source tells them something.
That's why having a close relationship with journalists, TV show hosts, and editors is really important. They hold a lot of power, even if people don't realize this.
Is There a Media Agenda?
You might notice that some topics get more attention than others. The media agenda is when all the outlets decide to report on the same event or topic, and potentially shape the story in a way that benefits them. This influences what issues seem important to you and your community. Politicians and lawmakers often respond to the subjects getting the most coverage.
Media coverage therefore isn't always balanced. As a brand, you need to be aware of potential biases in reporting. Obviously, you want positive media coverage – but to do that you'll need to ensure you stay true to your brand values and have a good relationship with the media.
Saying that, social media has changed how everyone consumes news. It allows for faster spreading of information, but also misinformation. As a brand, you have more power to shape the conversation through your owned media channels, such as social media and your website. But that doesn't prevent the wider media from exerting its influence on your target audience.
The Best Places to Get Good Media Coverage
As we mentioned above, there are a lot of traditional and modern media sources out there and more are appearing all the time, especially as technology advances. Below are the best places for securing media coverage right now:
Social Media
This is usually a good place to start because brands own their social media channels. These campaigns let you connect directly with audiences, so you don't have to rely on journalists to get your message out there. If you create eye-catching posts, use relevant hashtags, and interact with followers then it's likely you'll increase engagement.
Press Releases
Securing press coverage often starts with a press release. Media outlets might not print your release word-for-word, but they might contact you to expand on the story.
Events
Brands often stage or sponsor events, in order to lock in good media coverage. There is a lot of scope for imagination here. Your employees could generate buzz for the brand by doing a stunt, or raising money for charity. You might opt to sponsor a big event that the media is filming at, which will mean brand recognition spikes across your target audience.
Video Content
Creating your own videos for YouTube and your website is becoming increasingly common. There is big growth potential here, as videos are a great way to share your message in a more engaging way than a news release. Just make sure you shout about your videos, so the media sees it.
Interviews
Sometimes you have to go to the media, rather than waiting for them to come to you. Setting up interviews with TV networks can be really beneficial. You get to relay your message to your audience, while the TV network gets a free interview that fills air time and engages viewers.
Building Relationships With the Media
No matter which media outlet you hope to secure good coverage from, it's really important that you build sustainable relationships. Anyone working in public relations or marketing needs to have a network of influential media figures whom they can count on for good coverage. This is a particularly critical role when your brand comes under scrutiny or receives negative coverage.
So, how do you build your connections? Start by making yourself useful to media professionals. Share interesting data, offer expert insights, or provide access to exclusive events. Be responsive when they reach out, and respect their deadlines. Proactivity means they'll be more likely to help you when you need them.
Here are some tips for building strong media relationships:
Follow journalists on social media and engage thoughtfully
Offer to be a reliable source for background info
Provide exclusive news and insights to selected journalists
Offer news previews before embargoes
Send personalized pitches tailored to their beat
Meet for coffee to chat about industry trends
Invite reporters to your company events
Remember, it's a two-way street. You should ask how your contacts can help you too. Don't be afraid to ask them for further contacts or tips for getting extra coverage. It's exactly what they would do if they were in your position.
Pitching to the Media
A crucial role of a PR manager or marketer is to know how best to pitch to the media. Journalists and editors often don't have time to weigh up the pros and cons of your story. They want to know instantly what makes yours a good story and how it will engage their audience.
Make sure your pitch is succinct and relevant. You don't have to pack it full of complicated data and stats. If a reporter is interested in the headline facts then they'll ask you for more information.
If you're sending out press releases then make it easier for the recipient. Include imagery and videos, so they don't have to chase them later. Include your contact details and background info at the bottom of your succinct story.
With the right approach, you can become a go-to resource for media contacts. This opens doors for more coverage opportunities down the road.
Securing News Coverage
Now let's take a look at how you actually secure press coverage. Your aim is to get your key messages across – but to do it correctly takes a bit of strategic thinking.
Start by building relationships with journalists. Follow them on social media and engage thoughtfully. Use our tips in the above section to build a personal relationship that goes beyond a professional one.
Use a tool like CisionOne to find journalists relevant to your industry and make contact. Remember, journalists want to make contact, too – you might be their next big story.
Then, when you have news to share, share it with your network. Use press releases, phone calls, SMS messages, LinkedIn DMs, emails, or anything else that gets a reporter's attention. Focus on what's new, interesting, and impactful.
Follow our guide to writing a press release if you plan to send one out, and read these tips from journalists on how to pitch effectively.
You also need to be ready when reporters reach out. Respond quickly and provide any info or interviews they need. Make their job easy and they're more likely to cover you again.
With persistence and the right approach, you can secure valuable news coverage that boosts your brand's visibility and credibility, while potentially reaching a wider audience too.
Integrating Media Coverage With Other Marketing Strategies
Your strategy is likely to include elements of media exposure. That could be through social media and your owned media, but it probably also includes a level of coverage from media outlets.
Wherever you talk to your audience, think about the media too. For example, if you have a web strategy that aims to convert readers into customers, it's worth having an "in the media" section that showcases the positive stories written about you.
You should also share press coverage on social media. If a magazine has written a big feature about your brand, then share it to your social audiences. This builds credibility and extends the reach of positive coverage.
Is email marketing part of your strategy? Don't forget to include links to notable press mentions in your newsletters. This keeps subscribers informed and reinforces your industry presence.
Influencer partnerships are also key here. They want media coverage as much as you do, so be sure to work together to secure maximum press attention.
Finally, don't be scared to advertise on news sites and digital platforms. Paid media can be just as effective as earned coverage. Use quotes or stats from media mentions in your ads. Book publishers do this all the time when printing quotes from positive reviews on the sleeves of their new releases.
Measuring Media Coverage Success
If you want to fully understand the impact of your media coverage then you'll need software to help with all the data. CisionOne is a great tool for analyzing the media and gauging public opinion about your brand.
Cision's AI-powered React Score gives you the flexibility to identify potentially harmful coverage in relation to your brand. You can then take a proactive approach to protect your brand’s reputation.
Media mentions are a good starting point when measuring the success of your coverage, but more important is the sentiment behind the coverage. Is it mostly positive, neutral, or negative? Positive mentions can, of course, boost your reputation.
Measuring reach is also important. How many people potentially saw your coverage? Look at circulation numbers for print and unique visitors for online outlets.
Don't forget about engagement. Track shares, comments, and other interactions with articles mentioning you. This shows if people found the coverage compelling.
Finally, consider the outlets covering you. Are they the ones whose journalists are in your contacts book? Are your efforts to place stories in the media actually working, or are different publications running stories about you?
Whether it's television features, news articles, podcast mentions, or going viral on social media platforms, the whole point of measuring your media covering is to understand its impact on your brand.
>> Get more Media Insights from CisionOne today!
Frequently Asked Questions
Media coverage can make or break a brand's reputation and visibility. Journalists and editors hold a lot of power but they also want your stories. So, there is a balance to strike here and good PR professionals are able to secure positive media coverage again and again. Getting it right involves careful planning, strategic outreach, and measuring impact. Let's explore some key questions about maximizing media coverage effectively.
How can public relations pros craft a pitch that stands out to journalists?
To catch a journalist's eye, make your pitch relevant and timely. Research the reporter's beat and recent articles. Tailor your story to their interests and then pitch a short, punchy story. You don't need to include all details – if a journalist likes what they see, then they'll contact you. Make sure you're ready to receive media calls and offer exclusive angles or data when possible. Follow up politely if you don't hear back.
In what ways can an event maximize its visibility through strategic media coverage?
Plan your event with the media in mind from the start. Your theme needs to be newsworthy, which is why many events take place on "World Days", such as World Book Day or World Wildlife Conservation Day. Book compelling speakers or entertainment who will attract media attention. Then make sure you cover the event, even if media outlets don't. You can always send them your press release and images/videos afterwards. If you want to really maximize your visibility then treat the media like royalty. Set up a media room with WiFi and interview spaces. Live-stream parts of the event and follow up with recap materials and exclusives.
What role does media coverage play in shaping public opinion in the realm of journalism?
Media coverage strongly influences how people view issues and events. The media agenda is real and brands have to play to it sometimes. The framing of stories affects audience perceptions, so you need to stay on the right side of the media to ensure you get positive coverage. Repeated coverage reinforces certain viewpoints so, again, make sure yours is good news!
