“A steady drip-feed of positive, unbiased editorial endorsement and coverage” – it’s one of Tamarindo’s core commitments as a communications advisory, and one of the most tangible results of any media-driven PR campaign.
Media coverage is never guaranteed and will always be contingent on the ability to supply a journalist with compelling content that is of value to their readers. Likewise, we’re always keen to emphasise quality over quantity. One well-timed feature in a well-respected industry-specific trade publication may ultimately deliver far greater value from a commercial standpoint than ten press release reposts in less targeted business titles.
However, there are means at a firm’s disposal, not only to maximise coverage secured as the result of one particular initiative, but also to ensure that it continues throughout a media campaign. Below are a few pointers.
The momentum of any PR campaign is built on regular communications with the media and the market. Plan out your press release pipeline in advance as far as possible, and don’t be afraid to hold stories back until a more opportune moment. Distributing four or five press releases in a month may result in an immediate spike in coverage, but will ultimately diminish the impact of each individual story and create ‘media fatigue’ that affects the chances of coverage further down the line.
Mix it up.
Variety is another key factor in avoiding media fatigue. While you may operate in a niche area, don’t be afraid to comment on the bigger picture and explore alternative issues. While big contracts and deal wins may attract immediate interest, try to intersperse these announcements with opinion-driven content that demonstrates thought leadership and knowledge of your sector.
It’s important to see any communication with a journalist – whether it’s an interview or an email exchange – as part of a longer-term relationship. There is not an unlimited pool of journalists serving your sector, so make it clear that your firm is a useful source of insight on the market and invite further questions. Demonstrate your ability to provide compelling commentary and information and a journalist is likely to come back for more.
Use your data wisely.
Statistics and data are often invaluable to the media as they seek to illustrate market trends. While many companies are hesitant to release data that they see as sensitive – or not comprehensive enough – a couple of key facts and figures can add a lot of weight to a journalist’s story.
Furthermore, we often see data cited again weeks and months after its initial release. Exploiting this ‘trojan horse’ effect is a shrewd means of keeping your company front of mind whenever the media revisits a theme. Going one step further, a series of in-depth reports, accompanied by a media campaign, can be highly successful in driving both new business and long-term recurring coverage.
Ready for a chat?
If this has gotten you thinking – you have some questions – or you want to talk to us about what happens next, then please drop us a line. We’d love to hear from you.Get in touch