ARTICLE
WANTED: front page coverage in the Financial Times!
As skilled PR practitioners, getting the very best national coverage for our clients is just what we do: day in, day out. With national and sector media at our fingertips, sometimes we underestimate the impact a ‘bucket list’ piece of coverage can have, and we’re often asked how on earth we do it.
In the fast-moving, competitive world of media outreach where social sharing, online views and click-throughs provide tangible evidence of audience engagement, it might come as a surprise that many businesses still want the kudos that comes from achieving sector and national coverage in their preferred top-tier title.
We don’t think it’s surprising at all. The credibility factor that comes from achieving coverage in a title that is widely regarded as the top media outlet for a key industry sector can’t be measured in reach figures alone.
Whilst national media coverage is often sought after, PR professionals can sometimes be surprised to discover which titles matter most to the businesses they work with. From aerospace to logistics; legal journals to glossy magazines, “making it” means different things to different people. For example, they might be part of an industry body and eager to contribute their thoughts to one of its newsletters, or they could be a long-standing admirer of a professional organisation and looking for a way to start a conversation.
Case in point: someone we recently helped feature in The Planner said that being in the mag was a career goal of theirs!
Whilst motivations might differ, good PR is the skeleton key that opens every door.
At Pearl Comms we know the value of delivering national coverage results that meet or exceed expectations. That’s why we always discuss what dream coverage looks like at the start and encourage the people we work with to share examples of articles that they find impressive – along with a few expert suggestions of our own, of course.
So, how do we do it?
The answer lies in well-thought-through campaign strategies and expert delivery.
Successful PR professionals are avid media watchers and listeners who consume news stories readily. We understand what the media want, and more to the point, what they don’t. We have a knack for translating corporate messaging and using it as a springboard for developing insightful content that journalists want to use in their articles and editors want to publish.
Dreaming of coverage in a title that feels out of reach? Get in touch for a chat today.
RELATED ARTICLES
Creating credibility through thought leadership
‘Thought leader’ is one of those phrases that is in danger of being dismissed as corporate jargon. Tarred by puff pieces and self-aggrandising LinkedIn posts, many often declare themselves thought leaders whilst offering little in the way of value.
“So, what do you actually do?” A deep dive into the different marketing disciplines
To the untrained eye, advertising, public relations (PR), marketing and branding could seem like one and the same. But while these different disciplines do have elements of crossover and the digital age introduces new tactics that blur the lines.
Research can be good for you
As PR people, we like nothing better than a nice, juicy statistic to start the day, especially when consuming the latest news stories on our channel of choice. This could be one of the reasons why businesses often choose to use external audience research to gain a closer understanding of their customers and to elevate their brand.
Starting out in PR: our newest account executive on how to land your first PR job
PR is a competitive, fast-paced industry to work in, and the job market is just the same. So, how do you break into the industry? Our newest account executive, Izzy, has done just that, so grab a cuppa and read on for some top tips on how to stand out from the crowd when starting out in PR…
Let’s talk about the Autumn Budget…
The Autumn Budget is a staple of the PR calendar. Twice a year we wait eagerly for the first glimpse of the chancellor holding the famous red box, knowing that a flurry of comments is soon to follow. With a new government in power, this budget will be under more scrutiny than ever, with the whole nation looking to share their opinions as the crucial details are released.
Getting the community on side
It’s not uncommon for there to be some friction from community groups when it comes to property or construction works happening near to where they live.
Pearl Comms’ Summer round up
We love to get out and about and have taken our charity work very seriously over the last few months. When we’re able to combine our day job with our charitable work, it’s even better!
The art of the consumer case study
Journalists never struggle to get their hands on content from brands, with some receiving over 500 pitches every single day in their inboxes. But where interview requests, pitches for features and press releases are common, great case studies are often few and far between.
Communicating sustainability and avoiding buzzword bingo
At a recent event from the Greater Birmingham Chamber of Commerce, sustainability was the topic of the day. Held in Lichfield, the latest event in the Chamber’s Sustainable Business Series focused on Green Infrastructure Solutions and featured talks from M6toll, Birmingham City University and Auditel, all discussing their own approaches to sustainability.
Hiking for a great cause: highlights from the 15th annual Prologis 100
This month, we laced up our walking boots and took part in the 15th annual Prologis 100 to support three fantastic charities.
Looking for more?
Sign up to our “Pearls of Wisdom” newsletter here.
