Approaching Media & Why Most Brands Get It Wrong
Let’s face it, most brands approach media relations with the finesse of a bull in a china shop. If you’re tired of watching your press releases and pitches gather dust in journalists’ inboxes while your competitors snag all the headlines; it’s time to rethink your strategy.
Mastering the media game is not about blasting out generic pitches. Here’s how you can dominate the media landscape and ensure your brand isn’t just seen - it’s remembered.
Know Your Battlefield
Understanding the media landscape is non-negotiable. Pinpoint exactly who covers your sector, and more importantly, how you can add a new twist to their usual narratives. You will not be sending blind emails; you must be strategically targeting your pitches to the right people at the right time with killer angles they can't refuse. This is essential!
Forge Alliances, Not Contacts
Stop networking and start building genuine alliances. The media world thrives on relationships, not transactions. Engage with journalists authentically - comment on their pieces, interact on social media and show that you're a fan before you need a favour. When you finally send that pitch, it won't be just another request; it'll be a mutual opportunity.
Pitch Like a Pro
Your pitch is your war cry, and it should scream confidence and originality. Journalists are swamped with mundane emails that beg for attention. Yours should be the one that makes them sit up and listen. Craft a subject line that hooks them instantly, and follow up with a pitch that's sharp, succinct, and packed with undeniable value.
Timing is Your Secret Weapon
The perfect pitch at the wrong time is a missed opportunity. Master the art of timing. Know the editorial calendars, avoid dead zones like late Friday afternoons, and aim for the moment when your story will hit hardest. If you can sync your news with broader industry trends or breaking news, even better.
Equip Them to Tell Your Story
Make it ridiculously easy for journalists to cover your story. Provide a comprehensive media kit with high-resolution images, compelling quotes from your leadership team, and any other resources that enrich your narrative. Your job is to not just provide the news but package it in a way that practically writes the story for them.
Follow Up - Assertively
A gentle nudge can turn into a major annoyance if not handled correctly. Follow up assertively but respectfully. If you don’t get a response, remember: their silence isn’t a rejection of your brand, but perhaps of your approach. Learn, adapt, and come back stronger with your next pitch.
Stay Agile and Ready
Media opportunities won’t wait for you to get your act together. Be ready to spring into action with spokespersons briefed and ready to go, additional info at your fingertips, and the agility to adapt to journalists' needs on the fly. Your readiness to move quickly can make the difference between making the news and missing the boat.
Continuously Sharpen Your Edge
Each media interaction is a learning opportunity. Analyse what resonates with journalists and audiences alike, and refine your approach relentlessly. The brands that dominate media coverage aren’t just participating; they’re setting the rules.
It’s time to stop hoping for media coverage and start ensuring it. With a bold, strategic approach, your brand can transform from background noise to headline news.
