Conventional media still matters. That’s why our media relations approach is about building relationships that result in captivating media coverage.
Relationships. Ideas. Coverage.
We take time to understand what the media wants, what they don’t, and how they work. After all, media relations must become a mutually beneficial relationship. This allows us to advise you on the best angle for your story, rather than telling you simply what you want to hear. This enables a higher success rate with media pitching and more earned press coverage for your brand.
Despite the claims of some, conventional media is not dead. Nor has social media taken its place. While social media is hugely important within public relations campaigns, conventional media such as trade press and daily news outlets still play a vital role. They may have moved online, but this is merely a change in format. Our experienced communications and PR team will advise you on the best approach to secure meaningful coverage thanks to our tireless research and media monitoring. You can trust us to advise you truthfully on your brand story and messaging, without spamming journalists or making false promises.
Creativity is at the heart of all good media relations campaigns. But creativity requires knowledge and insight. We take time to get to know the products and brands we work with to ensure we know them intimately. We also spend a huge amount of time studying the media landscape and the outlets we work with. Through understanding the media we want to target, and knowing your business and brand inside out, we can create compelling stories ready to be unleashed on the world.
We don’t just send mass emails to journalists in a media database. Instead, we study the media and the outlets we work with so we know the kind of stories most likely to capture their attention. Then, we take our creative ideas and turn them into something interesting and newsworthy. Our pitches are deeply personal, directly to the point, and specifically targeted at a journalist and their area of interest.
Our earned media campaigns have enjoyed mass coverage across a number of industries. We’ve enjoyed consumer coverage in publications including Metro, Evening Standard, Forbes, New York Post, BBC, Trivago Magazine, Daily Mail, US Magazine and more. We’ve also placed B2B and technology news stories in publications including engineering.com, Digital Engineering, Construction Magazine, Architect Magazine and The Register.
The media loves an opinion poll. They add authority to a story and can often reinforce a message.
We help brands use worthwhile data – one of the biggest mistakes often made is to use poor data, conveying a lack of credibility and lessening the chance of the story ever making it into the media.
We use reputable polling agencies like YouGov, ComRes, Gallup and Survation for this very reason.
Finally, all polls must produce something significant in order to be newsworthy.
Polls where half the population believes one thing and half do not aren’t really going to be of interest – unless they’re political of course. The perfect poll result will show a sizeable gap between one view and another, and enable a catchy conclusion or speculative opinion to be drawn.
We help our brands position their polls effectively and add credibility by stating polling agencies, population sizes and other necessary statistics.
We’ll use an example here to demonstrate the reframing approach. Over 15 million Brits own homes with more bedrooms than they need, a situation that’s costing homeowners more than £20,000 each over the life of their mortgage. Almost half of all British homeowners cite being able to accommodate visiting friends and family as the main reason for buying an over-sized property.
With this in mind, Travelodge decided to use this insight to reframe how consumers saw hotel spend – repositioning the hotel room cost as an actual gain (saving on the mortgage) and potentially persuading more Brits to put guests up in a hotel. Travelodge carried out a study and claimed that almost a fifth of British homeowners have never had relatives or friends stay over night, with just two per cent saying it happened once a week. They concluded that Brits put up friends just six times a year and relatives even less frequently. Only using a room a few times each year is expensive, costing the homeowner approximately £155 each visit on average, when compared with mortgage costs.
Travelodge gained a huge amount of coverage for the story even though much of the research was already carried out by the Office for National Statistics – they just reframed it to work in their favour.
Days and Weeks
Taking advantage of themed days and weeks in the calendar can be another effective way to engage media attention and coverage. We keep a record of all upcoming days and weeks that may be relevant to our clients, so we can pitch the media with stories in a timely manner. Days and weeks must be handled with caution though. They need to be industry-wide as opposed to simply promoting one company. Journalists are never going to simply write free advertorial, no matter how hard you try.
Holidays play a key role in the editorial calendar – particularly for those in the consumer sector. Christmas in July is just one example of a product preview event set up to offer journalists the chance to sample gifts suitable for this season’s gift guides. We help clients to place their products effectively to raise the chances of their inclusion in such features.
Similarly, we can link certain topics to certain times of year. January publications will nearly always post something about fitness for example, while April publications often run finance and tax features covering the start of a new tax year. While this media planning relies largely on common sense and close media monitoring, it also requires lots of advance planning with many publications operating long lead times.
We love to talk. If you’d like to learn more about our approach to PR and marketing, drop us an email or give us a call.