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Brand Strategy Guide Public Relations (PR)

Here's how to earn media coverage in 2023

By Muriel Pentoy, Public relations specialist

Relevance

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December 21, 2022 | 7 min read

Relevance's PR specialist Muriel Pentoy reveals how brands can leverage their own data and industry expertise to earn online media coverage in 2023.

Lifestyle magazine

Muriel Pentoy advises on how to stand out in a saturated media cycle / Image courtesy of Relevance

Every public relations (PR) professional’s dream is to get their brand or client featured in a national publication with a high readership. In the digital PR world, getting a link back to your company’s website is even better. Unfortunately, it’s not always that simple, as you might not have news to share every month that interests the press. So, how can you still earn media coverage, and links back to your website?

The answer is simple. In any given article, journalists will often cite a data source; your team are experts at what they do, with years of knowledge and experience in their field – it is this expertise that journalists seek.

If you are already regularly in touch with journalists as part of your PR efforts, chances are they have approached you for a quote related to your business or industry. If not, it’s time to consider how you can offer journalists something valuable in the form of a newsworthy article, resource, or press release.

Respond to journalists’ requests

A plethora of platforms enables journalists to communicate with PR specialists. Besides Quora and Reddit, some are dedicated to specific topics such as Food4Media, TravMedia, Press Loft or Fashion Beauty Monitor, to name a few. Other platforms are broader, such as Cision, Press Plugs, Source Bottle, Quoted, and Haro.

They all have different types of subscriptions, but many have a basic package, which allows PRs and brands to receive journalist requests regarding specific topics. Alternatively, you can monitor the #journorequest hashtag on Twitter for requests relevant to your business.

Answering a journalist’s request doesn’t guarantee coverage. It’s then about following up with your submission. Have you supplied everything the journalist is asking for, including the quote, name, and role of the person quoted?

Try to send your answers before the deadline. If you don’t, others will, and unless you’re already in touch with the journalist and they know you to be reliable, there will be no extension on the timing.

Be proactive

It’s one thing to answer journalists' requests as they come in, but it’s important to be proactive. Are you targeting national publications? Seek out the journalists who write for these publications and follow them on social media to establish a relationship and see what information they are requesting.

Then you’ll be able to comment on their posts and, when the opportunity arises, offer your own ‘expert opinion’ or additional source of data or graphic – something that you can upload or share a link to. If they want more, they can link back to your site where you’ve published the report, graphic, or profile of a specific member of the company.

Take the time of the Covid-19 pandemic, for example. Europe was under strict travel restrictions, and travel brands could propose destinations where people could still travel to; private aviation brands could plug the advantages of flying private to minimize the risk of contamination.

Plan targeted PR around seasons and holidays

There are many recurring topics that brands can contribute to all year round. For instance, about four to six weeks before Thanksgiving or Christmas, journalists will look for unusual/stocking gifts or traditional/reception dinner tips and decoration ideas, etc. The winter season will bring a varied range of subjects, from sunny winter getaways to the best holiday outfits or even talk about the best end-of-the-year financial placements.

Similarly, a luxury villa rental company could explore it own analytics and pull out interesting data, such as the most rented properties. Where were they located? How many rooms? What were the most wanted amenities? What were the most unusual requests? You can pitch this kind of data before journalists go looking for them. Just make sure it’s the right time of the year.

This type of PR demonstrates your brand's expertise and position in the industry and, more importantly, that you know your target audience.

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Brand Strategy Guide Public Relations (PR)

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Relevance

Relevance is a strategic and creative digital marketing agency specialising in profiling and targeting Ultra-High-Net-Worth-Individuals for the world's most exclusive...

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