In the fast-paced world of modern business, Public Relations and Marketing remain some of the most crucial components to grow relevant business prospects.
The rapid digitization we’ve endured in the recent decade has pushed PR professionals into the deep end. Having them to look for new and innovative ways to grow their PR campaigns, and build better press coverage.
Industry spending on digital ads has increased, and it’s created a minefield of lucrative opportunities for small and midsize businesses as they step into the market. Earlier estimatesfor 2021 proposed that U.S. ad buyers will spend more than $190 billion on digital ads. A 25% jump from a year prior.
As the online battleground becomes more and more clustered each year with widespread competition. Many businesses should be looking for ways in which it can transform ideas into groundbreaking concepts that will see the company moving from a stable state to a state of readiness for future endeavors.
Reverse Engineer the Competition
What are your competitors doing? And how can you do it better?
When talking about reverse-engineering the competition, PR agencies are looking for ways how they can get the press to come to them.
Instead of having to spend countless hours, or days creating media pitches – businesses are using existing systems, and deconstructing how they can work for their specific clients.
It might sound a bit conspicuous at first, but dozens of companies have been doing it and it’s proven to be successful for their customers. When looking to reverse engineer your media coverage you can analyze what competitors are doing, and how they’re generating more press.
- How are competitors using news publications to their advantage?
- Why is this campaign working for them, but not for you?
- What are the relevant backlinks or keywords competitors are using to increase response rates?
It’s somewhat of a slippery slope to build press coverage. You will need to navigate it carefully. In the past, some companies have found success in conducting keyword searches that relate to both their business and that of the competitor.
This gives them the edge on how backlinks can be generated and where resources should be invested. Another good place to start is on social media to help retrieve better background information and build stories that will enhance the brand.
Of course, it’s not a given that reverse-engineering the competition will deliver relevant leads, but it’s simple pr hacking that you can use to feed more information from the competition into your company.
Mention Journalists On Twitter
Twitter, like other social media platforms currently available, is a free resource open to use as one pleases. Especially when looking to build a better public relations campaign for your business.
Twitter is still one of the main platforms journalists and media outlets use to immediately share information, trends, and the latest news.
Think of Twitter as a virtual and free social platform that offers exactly what you need to grow guest posting, share a press release, and generate a better idea of PR hacking.
So how does one leverage the use of journalists on Twitter?
There are a wide variety of journalists and media companies available on Twitter. As a PR team, you should use this platform to your best advantage.
Twitter enables you to research what journalists are talking about, and what’s some of the breaking news stories worth sharing.
A research study from 2011 polled 478 journalists from 15 countries, with 47% citing Twitter as the main source of trending stories. Journalists, even in today’s time, still carry a lot of influence and their leads can generate organic traffic and interest to your company.
As we all know by now, journalists are constantly on the prowl. Looking for new stories and leads that will captivate the attention of the audience. And this is where you come in.
PR professionals should look for the following:
Find a journalist that fits your niche: Look for a couple of journalists that fits your niche and list them down.
Study those of interest: Once you’ve found a few noteworthy journalists, study what they enjoy talking about. Their interest should match that of your company.
Create an engagement strategy: Whether you’re new to the industry or not, you’ll realize that creating an engagement strategy that will help create interest will smooth out the rest of the process.
Mention your journalists: When you notice that one of the many journalists you’re following shares a piece of news that fits with your niche, mention them in a retweet.
Do a follow-up: It’s not just enough to mention your journalists. You will need to do a follow-up via e-mail or a direct message.
Keep the trend going: A few mentions here and there won’t cut it, as you will need to have a constant interaction or conversation via the platform with these journalists and harvest a relationship with these media personalities as you build your PR campaign.
Keep in mind, the PR-journalist relationship is a tricky thing to balance and maintain. And although among the masses, these journalists remain valuable news resources to many.
Journalists of interest can become a lucrative asset to any PR team. Allowing companies to bounce concepts between a team of established journalists and their readership.
Personalize your Pitches
With millions of web pages and news articles shared every single day, there is always a journalist looking for the next big scope.
With an unlimited amount of news platforms and journalists available to pitch. Creating that perfect press release that will get people talking is crucial.
Consider the following statistics from a recent study:
- 43% of popular news publishers receive more than 5 and 50 new pitches every week.
- 57% will receive more than 50 and 500 new pitches per week.
- 18% of publishers will always read new pitches, while 35% will sometimes make the effort to read new pitches.
- 2% will never actually make the effort to read new pitches at all.
Based on these figures, we can see that news publishers have the formidable job of working through pitches that will generate more leads and create hype around the story.
So what’s your pitch? And will it be attention-grabbing enough for news publishers to consider important?
It may seem redundant at first, but modern-day media still requires the who, what, when, where, why, and how. Consider the ‘why’ as the primary focus for your pitch. With that in mind, review the following questions during your PR pitches:
- Why is this pitch important?
- What are news publishers currently looking for?
- Who are you pitching to?
- How will this pitch or news story offer you better media coverage?
- When is the best time to pitch to news publishers and journalists?
Using these five simple questions as a basis, you can now start drawing up a bigger picture of what you should do to create a more personalized pitch.
Selling a personal experience that can convey emotion from the readership.
With email, press releases, and news-editorials PR professionals have a better idea of how they can create captivating stories.
Furthermore, it’s not enough to send off a great pitch, but also having members of the PR team doing follow-ups and effectively communicating with those they’ve reached out to is an important aspect to consider.
Nothing is off-limits when creating a killer PR campaign, even if that means you can capitalize on the hype of other news stories.
What is newsjacking?
With various explanations available, consider what author David Meerman Scott says about newsjacking in his book ‘Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.’
“The process by which you inject your ideas or angles into breaking news, in real-time, to generate media coverage for yourself or your business.”
Essentially what this means is that PR professionals are using breaking news stories as a way to intercept the market with a unique angle that is still correlated to the story. This offers them an opportunity to generate more leads and interest into their company.
In 2015, Audi used the birth of the new Royal Baby as a way to newsjack the story to release a new Audi model. The car manufacturer created an intriguing visual ad, using CGI to depict an old Audi vehicle giving birth to a new generation one.
It’s a simple ad that generated a lot of attention for the famous car manufacturer. It’s easy, anyone can newsjack, it just takes the perfect and original angle to create something that will have a lasting impact on viewers and readers.
Consider the following for your PR agency:
Breaking News and Trends: Stories come and go. And with modern tech and social media certain trends can quickly die out. PR professionals should constantly be on top of what the latest trends are, and how readers are reacting to them.
Keywords: Not enough people mention this, but keywords in newsjacking are essential. Software makes it easy for PR professionals to find keywords that are popular and trending at the moment. Adding these to a subject line can help boost search results.
Act Quick and Creative: It’s one thing to act quickly on something, but using a creative angle that encapsulates both the breaking news and the essence of the business is tricky. Thus PR agencies need to approach their targeted news story from a different point of view.
Be Accurate: Just as newsjacking can help companies grow media coverage and popularity, it can quickly turn into a PR nightmare that can do more harm than interest. Make sure that the story you’re looking to newsjack can generate valuable leads.
It’s not what you know, but who you know.
PR professionals work with thousands of people throughout their careers. These connections, whether a friend, colleague, or business partner, play a significant role in the success of their engagement with the company, the media, and how they represent themselves.
What is a PR relationship?
PR relationships are a delicate balance of collaboration and partnership between two or more companies who share the same values, market, and look to drive innovation through a creative edge. Finding the right people is difficult, but it can easily become a lasting relationship.
Note, that PR relationships aren’t just about partnering up with a company or smaller business. But the core understanding focusses on PR professionals building relationships with journalists, content creators, writers, media platforms and other well-established public figures.
Why is relationship building in PR important?
Building relationships is a skill PR professional should hone at the very start of their career. Companies and PR teams alike are finding it easier to collaborate with various news publishers, journalists, media personalities, and influencers as it gives them more leverage in the market on which they’re looking to capitalize on.
How do you maintain a PR relationship?
Give and take, moderately. PR partners will request a favor from your company as a “repayment.” But it’s not all so simple, as these relationships require PR professionals to find innovative ways to constantly incorporate both parties in various media covers or pitches, perhaps even share a social media presence. Uplift one, and you’re already helping yourself in the long run.
Leverage Podcast Interviews
With billions of active listeners constantly logged in and listening, podcasts have quickly become a sophisticated way to share thoughts, ideas, knowledge, and inspiration. As of April 2021, research suggested that there are an estimated 2,000,000 podcast shows, accumulating more than 48 million listeners.
A straightforward concept when readjusting your point of view. Leveraging the use of podcasts interviews puts PR teams in a position where they can actively pick and choose a show that best suits the needs of the company, and what they’re trying to achieve from it.
Finding the perfect podcast to collaborate with is the challenging part, and although with so many options – the focus should be on the type of news or information you’d like to share. But also creating a lasting relationship with several podcast creators as well.
Consider your industry, and those podcast shows that are affiliated with it. From there, PR teams can rework a strategy in which they can approach the producers, and pitch an idea that will captivate their audience. It’s a bit tricky, as you’re not just working with an audience of interest but rather many.
Maybe video didn’t kill the radio star, but podcasts did?
What Is the Difference Between PR and Media Coverage?
Albeit the close correlation between the two, PR and media coverage are intertwined working parallel to offer better growth and social exposure of the company.
Consider Public Relations as the foundation on which a company’s media coverage is built. PR teams create a strategy that will increase exposure on different platforms and media outlets.
With this, we can see that media coverage will entail a variety of channels through which a company can generate better social exposure. These can include social media, news publications, and podcasts.
How Will a Better PR Offer Increase Media Coverage?
Building a strong PR strategy allows a company to have better analysis on how to distribute resources, understand the market need, and where competitors may have a lead. As the PR strategy grows, so can the media coverage as these two worked interchangeably.
What Are Examples of PR Strategies?
Traditional examples of PR strategies include press releases, news editorials, television, and radio or industry events. The advancement of technology and software has changed the landscape somewhat. Some new strategies can include podcasts, social media mentions, and shares, newsjacking, or video content.
Is PR Essential to Media Coverage of A Business?
Yes, without hesitation companies should consider creating a full-proof media strategy. This will enable them to penetrate the market as their media coverage increases. Better PR results allow companies to increase customer interest, revenue, and establish their brand.
Building a good PR strategy to increase media coverage isn’t as difficult as one may think. PR professionals can leverage a plethora of tools and resources that will enable the company to reach a global audience through various media outlets.
As seen, pr hacks have been created to better establish the company through media coverage. Introducing the company to a market of opportunities. Bouncing ideas between team members and other media partners can put an emphasis on areas where PR teams need to focus on.
Finally, building good PR shouldn’t consume countless hours and resources, as the digital age has made it a lot easier to connect and share a personalized edge of a company.
From here on out, it’s up to the PR team to find innovative methods in which they can share a personalized and original experience establishing the company in an ever-growing competitive market.