The angles your pr team can leverage to get you featured in the media
For companies looking for media coverage, knowing what angles to pitch is crucial to getting your story in the headlines and truly connecting with your ideal audience.
An experienced PR Agency should have a deep understanding of an organisation’s, or an individual’s brand, and can work with internal stakeholders to identify what milestones or offerings will resonate most with journalists.
Product or service launches, the release of important data or insights, consumer tips, award nominations or wins, and thought leadership responses to current news events, are all valuable hooks for media coverage.
Knowing how the media works, understanding the daily news cycle, and being aware of seasonal influences, are key to securing exposure across print, radio and TV.
Product or service launches
With product or service launches, there is a simple question to answer. What is the pain point of the consumer, that your product or service is addressing? How can it make life easier or more convenient for your client, improve safety, fill a need or drive efficiency?
The media loves what’s new or innovative, so any new products that offer real solutions are potential media stories.
Important data or insights
Do you have important industry information to share?
Studies, industry reports, or comparative data are often newsworthy, especially when they provide an insight into consumer challenges or behaviours many people can relate to.
For example, a real estate agency survey that has found 30 per cent of first home buyers are putting off buying a house this year, due to high interest rates, is of media value, as home ownership is a basic dream of many consumers.
Adoni Media Managing Director Leisa Goddard said such studies attract media interest.
“Industry insights that reflect the human experience are inherently newsworthy. Not only do they reflect societal pressures, others can relate to, but they can have wider economic relevance,” she said.
“Add in a case study, that puts a human face to a problem, and you have all the ingredients for a credible and compelling story that resonates.”
Consumer tips
Offering up tips or advice on a particular challenge is another way to secure media attention, as it provides value for consumers. It also underlines the company spokesperson as the “go to” authority on a specific subject.
Award nominations or industry rankings
Industry nominations and awards are another great way to secure PR or media exposure. A win in a particular category, cements the company or individual as a leader in their field, and that can, within itself, provide a news angle for a media story.
A win can also underline a person’s industry credibility, which boosts their value and relevance as a spokesperson, or as the “go to” authority, on a particular topic.
Newsjacking of current events
Another way to get your brand featured in the media, is to be on the lookout for reactive media opportunities, better known as “newsjacking”. Newsjacking is where a spokesperson or authority adds their thoughts and opinions on breaking news stories.
If we use the real estate example again, the release of a Reserve Bank decision to raise interest rates, would open up opportunities to discuss the wider impact on home buyer challenges and decisions.
A spokesperson in a related field should be ready to leverage those media opportunities and be part of the wider discussion.
Next steps
In Summary, there are many ways to attract media attention, and an experienced PR professional is trained to seek out opportunities for their clients.
A carefully managed PR strategy can provide a massive return on investment in terms of brand exposure (audience reach) and Advertising Space Rate (ASR).
ASR is the industry standard measure of the dollar value of earned media, through PR, and represents the equivalent spend if the story was promoted via paid advertising.
If you’d like to discuss how Adoni Media can help you reach your communication goals, and boost your earned media exposure, reach out today for a confidential discussion with a member of our team.
Let us help you promote your brand and get your name in the headlines.
