When people think of PR, they’ll undoubtedly mention securing media coverage. So let’s indulge that old PR archetype for one second: securing coverage, being quoted in the press, having a feature written about your brand – that’s media relations, or the process of taking a story about your brand and delivering it to the media outlets which matter most to your organisation.
While that’s certainly one aspect, as you’ll recall, we’ve explored how modern PR is much more – encompassing social media, creative and content.
We asked our Senior Account Director and media relations expert, Alex Kent, what he was looking to achieve with media relations as part of an integrated PR campaign.
“The aim is a campaign that’s greater than the sum of its parts. Each piece of activity should work together to maximise impact and achieve the goal for that campaign in a measurable way,” he says.
So as Alex suggests, even though media coverage is still vital – it’s not just about getting mentioned. It’s about getting mentioned and making sure that coverage works hard across all channels to drive measurable impact.
Multichannel amplification
How can other channels help maximise the impact of our coverage? Multichannel amplification, as we call it, is one of the most effective strategies. This involves repurposing published content across various platforms to boost its visibility and extend its lifespan. For instance, a feature article in a major publication can be shared on social media, included in an email newsletter and highlighted on your website.
As each channel captures a different segment of your audience, repurposing content across them allows you to reach those who might have missed the original published piece, thus ensuring broader and more targeted engagement.
Employee advocacy
Consider this: if each employee in your organisation has an average of 500 LinkedIn followers – a network of professionals and peers they’ve connected with throughout their careers in your sector – imagine the impact if even half of your employees shared that coverage. The reach of that piece would dramatically increase.
Beyond the expanded reach, employee shares add a layer of authenticity; coverage becomes more relatable and trustworthy, which is particularly valuable in B2B contexts.
The credibility factor
Coverage gained through media relations – earned media – is one of the most credible forms of brand visibility. Unlike advertorials or paid advertisements, which are very much viewed with scepticism, earned media is seen as authentic and unbiased. Being featured in a reputable publication signals trustworthiness and conveys that your brand is to be taken seriously. This distinction is especially crucial for B2B buyers, who heavily rely on peer reviews and credible sources when making purchasing decisions.
Consistency breeds credibility
If your brand is consistently appearing – favourably – in media coverage of reputable publications, over time it’s going to increase your brand’s visibility. If prospects are seeing your brand mentioned time and time again in the publications they respect, you’re also going to start building trust with them. Positioning your brand as a credible leader in your industry will make it easier to convert them into customers.
The importance of strong media relationships
Every successful media campaign needs a compelling narrative – because let’s face it, in a world drowning in content, it’s the stories that make us ‘feel’ which are memorable and impactful. But without knowing the right people to tell it to, it’s difficult to get a story out of the gate. Therefore if you want to land coverage in the right outlets where a story is going to resonate with your target audience, strong media relationships are a must.
At Whiteoaks, our 30-year heritage means we’ve built a roster of media relationships based on trust, compelling, verified stories and human connections. It means we have choice and scope to target the publications and outlets which align with your audience and business goals.
These relationships are built on a keen understanding of the individual preferences and focus areas of journalists and editors. As a result, our pitches are more likely to be prioritised, leading to consistent and favourable coverage – an essential component for maintaining your brand’s visibility and credibility.
Measuring media relations
Every piece of media coverage should be strategically designed to support broader business objectives, such as lead generation, brand awareness or thought leadership. It should never be viewed in isolation but as an integral part of your overall PR and marketing strategy.
In previous blog posts, we’ve discussed how KPIs can gauge the success of PR efforts, and the same principles apply to measuring coverage. When coverage is effectively amplified using the methods mentioned above, its impact becomes quantifiable. Engagement rates on shared articles, website traffic driven by media placements and conversions linked to media mentions can all be attributed to your efforts. This is central to our Performance PR approach, ensuring that every piece of coverage contributes meaningfully to your business goals.
Integrating media relations into broader PR strategies
Media relations is just one piece of the integrated jigsaw that is Performance PR – it is no longer a standalone entity; a clipping in a newspaper; a link to an article. It should be seen as the catalyst to seek new opportunities to achieve expanded reach, visibility and new audiences through integration with its sisterly disciplines of content, social media and creative. By doing so, you can ensure that your efforts not only generate coverage but also drive measurable business outcomes.
If your media coverage isn’t driving your business objectives or loses momentum after the initial buzz, it might be time to reconsider whether you’re maximising its potential. Why not drop us a message? Let’s explore how we can help make your media coverage work harder for your business.
