Need PR? 10 Tips For Creating A Brand The Media Will WANT To Cover

In today's highly competitive market, getting the attention of the media is crucial for a brand's success. By creating a brand that journalists and influencers are eager to cover, you can amplify your message, reach new audiences, and build credibility. However, standing out from the crowd and capturing the media's attention isn't always easy! Here, we’re sharing ten actionable and (disruptive) tips from Disrupt PR to help you create a brand that's simply irresistible to the media.

1). Establish a Unique Selling Proposition (USP)

To capture the media's attention, your brand needs to stand out from competitors. Start by identifying your unique selling proposition (aka a USP) – simply put, this is the distinctive feature, benefit, or value that sets you apart from others in the market. We always encourage clients to make this personal! This could be an innovative product, a compelling backstory, a strong commitment to sustainability, or exceptional customer service. By clearly articulating your USP, you'll provide journalists with a compelling reason to cover your brand.

2). Craft a Compelling Brand Story

A spectacular brand story resonates with both your target audience AND the media. At Disrupt PR, our team loves to focus on the "why" behind your brand – the purpose, mission, and values that drive your business. It's important to share the personal experiences, struggles, and triumphs that have shaped your brand's journey. By crafting an authentic and engaging brand story, you'll make it easier for the media to connect with your brand and share your narrative with their audiences!

3). Build a Strong Visual Identity

A consistent and memorable visual identity can help your brand stand out and capture the media's attention. Invest in high-quality logo design, photography, and visual assets that reflect your brand's personality and values. Ensure that your visual identity is cohesive across all touch-points, from your website and social media channels to your packaging and promotional materials. By creating a strong visual identity, you'll make a lasting impression on journalists and influencers who come across your brand.

4). Foster Relationships with Journalists and Influencers

Building relationships with key journalists and influencers in your industry is essential for securing media coverage. This is where an experienced PR team with established connections comes in. But, ultimately you can start by researching and identifying the right contacts who are most likely to be interested in your brand. Follow them on social media, engage with their content, and share their articles to demonstrate your interest and expertise. When reaching out, it’s important to be genuine and personalized in your approach, offering valuable insights, and expressing your appreciation for their work. By fostering strong relationships, you'll increase your chances of being top of mind when they're looking for a story to cover!

5). Create Newsworthy Content

To pique the media's interest, create newsworthy content that's timely, relevant, and engaging. This could include original research, industry reports, surveys, or case studies that provide unique insights or challenge conventional wisdom. By offering exclusive data or expert commentary, you'll become a valuable resource for journalists and influencers looking for fresh content to share with their audiences.

6). Be Responsive and Accessible

Journalists are often working under tight deadlines, so being responsive and accessible is crucial. Make it easy for them to find your contact information on your website and social media profiles. When they reach out for interviews, comments, or additional information, respond promptly and professionally. By being accessible and accommodating, you'll build trust and credibility with the media, increasing your chances of future coverage.

7). Leverage Social Media for Storytelling

Social media platforms are powerful tools for sharing your brand story and engaging with journalists and influencers. Use platforms like Twitter, LinkedIn, and Instagram to showcase your expertise, share your brand's achievements, and provide a behind-the-scenes look at your company culture. Engage with relevant hashtags and industry conversations to demonstrate your thought leadership and stay top of mind with the media

8). Align with Current Trends and Events

It's important to stay informed about current trends, news, and events in your industry and the broader market. Always look for opportunities to align your brand with these trends or events, positioning yourself as a timely and relevant source for media coverage. For instance, if there's a growing interest in sustainability, highlight your brand's eco-friendly practices or initiatives. By staying in tune with the zeitgeist, you'll increase your chances of capturing the media's attention when they're seeking expert opinions or stories related to these trends.

9). Organize and Participate in Events

Events can be a great opportunity to generate media interest and showcase your brand. Consider organizing your own events, such as product launches, workshops, or webinars, to share your expertise and provide valuable content for attendees. Alternatively, participate in industry conferences, trade shows, or panel discussions as a speaker or exhibitor. By being active in the event circuit, you'll increase your visibility and credibility with the media, who often attend these events in search of fresh stories and insights.

10). Be Proactive with Media Pitches

Don't wait for the media to come to you – a great PR team will be proactive in pitching your brand story to journalists and influencers. They should develop tailored, well-researched pitches that highlight your USP, showcase your expertise, and provide valuable content for their audiences. They should keep pitches concise, engaging, and relevant to the specific journalist or influencer they are targeting. Finally, they should follow politely if they haven't received a response, but be respectful of their time and avoid being overly aggressive or persistent.