What Media Look For When Working with Brands

Capturing the interest of journalists, bloggers, and influencers is a must for any brand wanting to get ahead, but with so many new and emerging brands competing for their share of coverage, knowing where to start and how to stand out can be overwhelming. To get great cut through, you need more than just a great product or service - you need a plan. Here’s some of our top tips to help your brand get the media attention it deserves.

Have a Strong Brand Story

Media are always on the lookout for compelling stories that will engage their audience. A strong, unique brand story that highlights your mission and values will help set you apart. Explain how you started your brand, the challenges you’ve overcome and what makes your products unique. It could be your designs, commitment to sustainability, the fabrics or ingredients you use.

With a Flaunter account, you can include your Brand Story in your bio, as well as uploading key documents and information to your profile for media to access.

Be Newsworthy

For journalists, the primary criteria is newsworthiness. Your brand needs to have a hook that makes it relevant to their audience and what they want to read. Think upcoming events, trends and hot topics that will increase the likelihood of media interest. For example, it is important to stay on top of annual holidays like Mother’s Day, Vogue Shopping Night, Black Friday etc. This will make your brand relevant to the work the journalist is pursuing.

Be Credible and Authentic

Trust is paramount in media relations. Brands that demonstrate credibility and authenticity are far more likely to be featured. Be true to your brand and what you represent, ensure you messaging is always consistent and create real and genuine engagement with your audience. Don’t be afraid to get behind the camera, creating a personal connection with your audience and regularly showing up on your social channels helps to create a personal relationship between your brand, the media and your customers. Always be honest about your business practices and manufacturing processes. Use testimonials, case studies, and endorsements from brand ambassadors and customers to further enhance your brand's credibility.

Have a Strong Visual Appeal

In the age of digital media, having strong visual appeal could not be more important. High-quality images, videos, and other visual content can make your brand more attractive to media outlets. Ensure you have a media kit that includes professional photos, logos, and any other visual assets that can be easily used in publications or broadcasts.

With Flaunter subscription, you can upload all of your press-ready images directly into your account, including product information, RRPs and photography credits. This makes it easy for media to search and find your brand and products, and seamlessly download what they need for their next feature.

Provide Social Proof

Media professionals often gauge a brand’s potential impact and credibility by looking at its current level of engagement and social proof. Active and vibrant social media accounts, positive reviews, and a loyal following indicate that your brand resonates with people. This social proof can make all the difference, so keep you social accounts up-to-date and always on-brand.

 Consistency is Key

Brands that maintain a consistent and professional approach in their communication are more likely to be taken seriously. This includes having a well-designed website, a strong brand message, and professional press releases. Consistency in branding across all platforms reflects a well-managed and reliable business, which is attractive to media.

Flaunter members also have access to our full suite of add-on services, including press release writing and brand strategy development.

Always be Responsive

Media work to tight deadlines. Being accessible and responsive can make all the difference in whether your brand gets featured. Ensure that contact information is readily available and that your PR team or representative is quick to respond to inquiries. Building a reputation for being easy to work with can lead to more frequent and favourable media coverage. Thankfully on Flaunter, you get notified when a media contact responds – making it easier than ever to respond in a jiffy.

Provide Exclusive or Early Access

Offering exclusive or early access to information, products, or events can make your brand more appealing to the media. Journalists and influencers love to be the first to break a story or review a new product. Providing exclusives can create a sense of urgency and interest around your brand. A great way to do this through Flaunter is to whitelist specific media in order to have access to exclusive content.

Be Socially Responsible

Increasingly, media are looking to feature brands that demonstrate social responsibility and contribute positively to society. Whether through sustainable practices, charitable activities, or community engagement, showcasing your brand’s commitment to social good can attract favourable media attention.

Innovate and Differentiate

Media are drawn to brands that innovate and stand out in their field. Whether through unique product features, disruptive business models, or ground-breaking marketing strategies, demonstrating what makes your brand different and forward-thinking can help you capture media interest.

Understanding what media look for when working with or featuring brands can significantly boost your chances of getting noticed. By focusing on crafting a strong brand story, maintaining credibility, ensuring visual appeal, and demonstrating social responsibility, you can position your brand as an attractive candidate for press coverage. Remember, building relationships with media professionals and consistently delivering value will help sustain long-term media interest in your brand.