Long behind us are the days when you could land a story by simply distributing a press release. For years now, PR professionals have been navigating a media landscape that’s fast-moving, lean and fiercely competitive.
Newsrooms have been shrinking for more than a decade. Journalists juggling multiple beats is now a way of life. And attention spans—even among editors—are shorter than ever.
A successful PR campaign today requires more than just a great pitch. It must be built on thoughtful strategy, compelling storytelling and a readiness to explore new ideas and channels.
Set it. (The strategy, that is.)
In spite of the many changes that have transformed media relations, one thing has not changed: the foundation for a winning media relations strategy. It starts with knowing your audience and who’s influencing them. What’s the mix of traditional outlets and reporters, podcasters, content creators and commentators that really matters? Understanding what they’re creating and why is essential. That’s how you can ensure your outreach feels less like a cold call and more like you’re joining the conversation they’re already having.
And yet, countless other voices are trying to enter that same conversation. So how does your strategy cut through the noise, land with impact and advance your business goals? Creativity. Bring fresh angles, unexpected hooks, human impact and compelling data. You need to give each outlet something that they couldn’t get without you. One way we do this is by combining thought leadership and media strategy to create a pitch advantage. Here are two strategies we’ve used recently for clients that hit the media mark:
Predict the future. Create a vision roadmap that paints a vivid, research-backed picture of what your industry will look like in 5-10 years. Combine bold predictions with original data, expert commentary and clear implications for businesses and people. Connect this vision to the new product or funding round you’re ultimately looking to promote. This helps your news stand out and become part of the bigger, ongoing conversations and debates that are influencing how your customers and prospective employees think about the future. The bold vision paper we created for our client when they originally launched their company has paid off for years, ultimately helping us establish credible, ongoing relationships with outlets including the Wall Street Journal.
Create unlikely connections. Link your company or product to something completely outside of it. You can see this technique in action in the collaboration between Crocs and KFC. Two iconic brands that don’t seem to belong together but created instant buzz and virality. (Chicken-scented Jibbitz, anyone?) The goal is to use fresh, creative takes to deliver “aha” moments to reporters, creators and consumers. We took a page from this book when we created an unexpected analogy that helped media audiences better understand our aerial firefighting client’s business strategy. By making a comparison between their wildland firefighting strategy and something very recognizable to the layperson–an everyday sprinkler system–we enabled people to immediately “get” why their solution was critical. It generated buzz on social media and helped key trade press understand the client’s broader vision.
Go get it. (Land the hit.)
Once your strategy is in place, it’s time to execute. The good news is that if you’ve been doing things right, you’re never starting from square one.
As PR professionals, we work to build relationships with the journalists who cover our clients’ industries. The key is to do it before we’re hoping for any media coverage. We learn what those journalists care about, what they’ve written recently, and how our clients’ stories can add value to their beat. We prioritize interactions (even small ones) that build trust and rapport over time. This could include following journalists on social media, sharing their work, and when it feels authentic, engaging—not with a pitch, but with a comment, a compliment or a tip.
When we’re ready to pitch, we make sure our story is brief, timely and relevant. We tie it to current trends or emerging conversations in the industry. We are crystal clear about why this story matters right now. And knowing journalists are inundated with story ideas, our pitches ultimately answer one fundamental question: Why should their audience care?
And we never stop at traditional media outlets. In today’s expanding media landscape, podcasts, LinkedIn influencers, Substack newsletters and YouTube channels can all be powerful places to land a story—especially if they’re respected among a company’s key stakeholders.
Recently, one of our clients attended a major conference that draws more than 10,000 people. While media presence was strong, journalists were stretched thin. To ensure our client stood out, we identified and secured interviews with key industry podcasters ahead of the event. This proactive approach paid off: Leadership had several important interviews, and we had a steady drumbeat of coverage following the conference. It was a fantastic win for our client and the PR team!
Summing it up
Media relations isn’t what it used to be, and that’s not a bad thing. By setting a thoughtful strategy, crafting smart pitches and leaning into modern media channels and techniques, PR professionals can help businesses make meaningful, lasting connections that garner the right coverage, in the right places, for the right reasons.
Learn more about how PR expertise can help tell your brand’s story: Reach out to us at info@cxocommunication.com today.
