Six tips for maximising media engagement
In today’s fast-paced media environment, opportunities to showcase your expertise and tell your story don’t happen by chance. They are the result of well-thought-out, engaging media relations strategies that are built and refined over time.
When most people think of PR, press releases often come to mind. But there’s so much more to effective media engagement.
Thought leadership and well-crafted commentary can elevate your reputation, building trust and authority. Having a strong narrative and reliable spokespeople helps to amplify your message and make a real impact.
We’re privileged to work with clients who are at the forefront of shaping the future, from sustainable investment to skills development, and from inclusion to responsible place-making. Supporting them in seizing opportunities to demonstrate their expertise and specialisms is key to what we do.
If you want to secure high-profile media opportunities for yourself or key figures in your organisation, here are our top tips:
#1 Be true to your values
Understanding what your organisation stands for is crucial and is something we work closely with our clients to learn and understand from the outset.
It helps to select the topics you want to be known as an expert on and ensure you are leading the conversation authentically. When you are passionate and knowledgeable about a subject, your voice carries weight and credibility.
#2 Have something valuable to say
Never speak simply for visibility’s sake. You risk coming across as inauthentic if you do not offer genuine insight. Ask yourself: Do I have something authoritative, insightful, and genuinely useful to contribute?
If not, it’s better to wait until you do.
Keep in mind there will be others seeking out opportunities too, so look at where you can offer a different perspective wherever possible to make your comments stand out from the noise.
#3 Show, don't tell
Slogans and empty statements don’t cut it. Always support your points with real examples.
If you claim your company champions its staff, highlight your initiatives and share feedback from colleagues themselves. If you pride yourself on being sustainable, share the evidence that backs up your claims.
Your actions and achievements should speak louder than words.
#4 Understand journalists’ needs
Building strong relationships with journalists requires an understanding of their needs. Make their job easier by respecting deadlines, providing necessary assets (like logos, photos, and briefing notes) swiftly, and being clear about your availability.
Remember, you are there to assist, not control. Don’t push messages that suit only your agenda. This is a two-way relationship and the aim is to work in partnership.
Our recent webinar with business journalist Rob Buckland shares more tips on giving journalists what they need.
#5 Be ready for key events
Think ahead and prepare for key events in the news calendar, such as budget announcements or major industry milestones.
Anticipating emerging trends and issues means you can comment quickly – even better if you have pre-approved statements or key messages ready. Being prepared allows you to act promptly when opportunities arise, giving greater opportunity to showcase your organisation’s expertise and relevance.
However, remember that timing is crucial: issuing commentary too late can damage your credibility and waste valuable resources.
#6 Invest the time
As part of our support for the £107m mixed use development, The Forum, we were pleased to facilitate a visit from the BBC to capture the West Country’s immediate reactions to the autumn budget (pictured Dave Harvey on Points West, live from The Forum).
Billed as a prime business destination on one of the year’s biggest news days, the opportunity was the result of consistent, engaging media relations, telling the development’s story and showcasing its impact over several years.
Remember that building a reputation takes time, so don’t expect to see results overnight. You need a thoughtful and strategic approach.
We specialise in helping clients identify, secure, and create impactful media opportunities. To hear more about how we can support your media engagement goals, get in touch for an informal chat.
A version of this post originally appeared in Distinctive Dispatch.
Header photo by Esteban Benites on Unsplash.
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