Over the last two years, the media landscape has been consumed by popular topics, such as the global pandemic and government policies, which has made it challenging for brands to land earned media placements outside of these angles. As brands are exploring ways to capture the media’s attention in this competitive landscape, it’s important to establish a strategy to ensure its messages are accurately and neutrally portrayed and not impacted by an outlet’s viewpoints. How can you secure balanced coverage and get your brand’s messages accurately in the media? We have a few suggestions to do just that.
Establish strong key messages
Once you land on the messages you want to communicate, make sure they are factual, clear and don’t leave any room for interpretation. Strong messages are clear-cut and not based on opinions.
Identify an authentic, reliable spokesperson
Many brands use spokespeople to communicate their messages to the media. When selecting a spokesperson, make sure they will be considered a reliable source to your audience, are properly trained, and will not go “off script.” They should also be considered an authentic voice, or someone the audience will trust. During interviews, a spokesperson should focus on communicating at least three key messages and know how to “bridge” away from topics you want to avoid.
Build your story in advance
If you’re proactively pitching an announcement or campaign, establish the story in the initial pitch to the media. Create a clear path for the reporter to follow as they’re writing their story by weaving in your messages throughout the pitch. Don’t be afraid to take risks and develop an exciting and unique storyline that will instantly capture their attention.
Develop assets to support your messages
If possible, develop infographics, videos or fact sheets the outlet can use in their story. If they are included, this ensures that the messages are included verbatim.
Get to know the outlet
It’s important to understand the history of the media outlet, the editor’s format preferences, and key reporters ahead of engaging with them. Do some research beforehand to see how they’ve covered your brand in the past and what the editors like to see in stories. This is an important step to remember as you’re considering who you pitch your story.
Tell Us: What else do you consider when developing a successful media strategy?