How to Be Proactive With PR: Creating Coverage Out of Thin Air

Public relations professionals thrive during times of client chaos. From product launches and grand openings to initiative and campaign announcements, we basically drool at any opportunity to secure media interest. However, it’s when things calm down that our talents are put to the test.

 

When a lull in client announcements arise, securing coverage can seem near impossible and simply waiting around is never an option. Therefore, our roles require strategic thinking and proactive execution that continues the momentum of telling our clients’ stories.

 

Here are three ways you can take a proactive approach to public relations in order to keep brands in the news:

 

Mark your calendar.

When you’re in proactive PR mode, it’s important to not neglect the basics. Classic strategies can prove wildly successful, that’s why creating a content calendar is the first step toward a proactive approach. Housing all your client’s upcoming product releases, events, and initiatives, as well as any known opportunities to tell their story, will allow you to strategically plan out each PR move in advance.

 

Take it a step further by incorporating any holidays or events into your calendar that align with your client’s messaging. For instance, leveraging national holidays and foodie days between announcements can help garner media coverage for clients while presenting the opportunity to tease any upcoming announcements.

 

Stay trendy.

Often times we get so caught up in our ongoing strategies that we forget to look at the bigger picture. Instead of simply focusing on your client and its direct market, try consistently tuning into what people are talking about worldwide to help keep a pulse on any trends that may present opportunities.

 

The key to capitalizing on a trend is to get on board while the conversation is just picking up. Wait too long, and your brand will be left behind while the trend takes off—without you.

 

Look back at it.

Anticipating future trends is an effective proactive PR approach, but another great way to create media opportunities when things seem slow is to look back at coverage from the previous year. The media industry is rather habitual, with many outlets following a very similar editorial calendar each year. Review past coverage and get creative to give your client a competitive edge on these seasonal topics.

 

The cheer says it best: B-E AGGRESSIVE. The best way to secure coverage is to go after the opportunities they want, as well as the opportunities they may know exist. By implementing these proactive PR approaches and mastering the basics, your agency will help drive the conversation and maintain a steady stream of client coverage.

 

Interested in a proactive PR strategy? Contact Lauryn Gray at lauryn@dittoepr.com to explore what Dittoe PR could do for you.

Tips for Securing National Media Coverage

“No thanks.”

“Not at this time.”

“I appreciate your persistence, but I’m not interested.”

 

If you’re in PR, you’ve more than likely received a response similar to this from national media journalists. In my five years at Dittoe PR, I’ve heard this, well… too many times to count. While it can be discouraging to get so many rejections about your story idea, especially after you’ve spent hours coming up with the strategy and writing that perfect pitch, a PR professional must never give up. Hearing that “yes” makes the flurry of pitches worth it—for yourself and for your client.

 

National media outreach is often perceived as the most difficult kind of pitching. But if your client’s preferred coverage is a story in Forbes, The Today Show, and USA Today, or if you want to thoroughly impress a new client, you need to know how to become an expert in landing outstanding media hits in national outlets.

 

Using the below tips to secure national media coverage will help to blow your clients out of the water:

 

Do your research.

 

As with all media pitching, it’s more important than ever to make sure you’re reaching out to the right journalist. Study their beat. Tailor your pitch to make it about what they typically cover. Personalize the intro of your email by expressing how much you loved their recent article on the best way to earn a college scholarship, and THEN share your story idea about caddying for a full ride to college.

 

My client, Aardvark straws, was interested in national consumer media coverage about their NFL paper straws, as they are the only paper straw company that has the rights to print NFL team logos. I recall finding an editor from Southern Living who had shared that her favorite NFL team was the Dallas Cowboys. Well, did I have the pitch for her! I offered her samples of Aardvark’s Dallas Cowboys paper straws to use for a Super Bowl party, and she replied not even a minute later with interest. A week later, Aardvark earned coverage in Southern Living!

 

Don’t underestimate the power of newsjacking.

 

Newsjacking, or taking advantage of current events or news stories in such a way as to promote one’s product or brand, can really help your client steal the spotlight. It’s always good practice to pitch a story idea that is timely, so newsjacking works well if you pitch your story as soon as possible after the news breaks.

 

Our country was so divided after the latest presidential election that even employees were affected at work. Another client of mine, Culture of Good, guides other businesses on engaging their employees properly. Immediately following the presidential election, I took the opportunity to pitch national journalists about fixing employee morale and keeping everyone together, which resulted in interest with Fast Company.

 

Make your email worth opening with a catchy subject line.

 

A dry, dull subject line such as “New wireless retail partner” is not going to get you anywhere with national media. A PR pro should make their subject lines catchy and succinct, while getting the point of the pitch across. Using Emojis adds creativity, and often, addressing the journalist’s name in the subject line helps the writer know the pitch may be personal.

 

A subject line that worked well for one of my clients, Redux, grabbed the attention of Mashable, The Today Show, TIME Magazine, New York Magazine, Digital Trends, and more: SPLASH! How to revive a wet phone in a flash this summer

 

And, when following up with media, change up the subject line to see if it peaks their interest.

 

Add images when applicable.

 

If you’re pitching a consumer product, this is a given. What better way to help a national reporter visualize your client’s product than with a photo? But even if you aren’t sharing info about a consumer product, images can add flair to an email.

Who wouldn’t want to stay at Ironworks Hotel after seeing one of their suites?

 

Be persistent.

 

Persistence is key! It’s not uncommon for a reporter to accidentally miss your first email… or your second… or your third. Follow up emails are often the ones where I receive the MOST media interest from—local and national alike. As mentioned before, refresh your subject line, add new information in the follow ups the writer may be more interested in, and keep up the determination!

 

And you may need to become a bit of a stalker.

 

Not really. But kind of. Okay, you do.

 

It’s great to find the ideal national reporter to cover your client’s story, but it can be confusing as to why you aren’t receiving any responses.

 

Look at writers’ Twitter accounts to see what they have been up to. Maybe they are on vacation or maternity leave. They could also be at a conference or tied up with a big story angle. It might be nice to use that bit of information in a follow up once you find out when they’ll be back on the grind.

 

And if you can’t find a national reporter’s email address, you may be able to find it on social media, personal websites, or otherwise.

 

Calling both local AND national writers can be nerve wracking. So before picking up the phone, try to discover if they’ve blatantly told publicists not to reach them via phone. You don’t want them to blacklist you. But I’ve called plenty of national reporters who simply didn’t see my initial emails and have indeed been interested in my client’s story. It’s definitely worth a shot!

 

Most national journalists receive hundreds of emails daily. Make yours count by sharing a lean and impactful pitch with the appropriate writer who won’t want to miss your groundbreaking story.