You have a great product. And you want the media to talk about it. Every brand stands to benefit from an article, video, or social media shout out touting their brand, but in today’s crowded marketplace, how can new and established consumer brands get in front of relevant media and catch their attention?
Media relations is something we think about daily, so we have outlined 3 points that will help your brand improve its media relations efforts, whether you have a PR agency or not.
The most important thing is that journalists are busier than ever before!
You must make your business “media-friendly” by getting to the point and highlighting your unique brand attributes right away. You also want to make it easy for journalists to learn more or contact you. The more helpful content about your brand that is out there (i.e., on your website, social channels, etc.), the more likely someone will share it or take the time to follow-up to get additional information. These tips should help you get started:
1). Make it easy to learn what you do, who you serve, and why you exist via a well-branded company website.
We cannot overstate the importance of your business website – this is your storefront. Make sure it includes all relevant company info, is visually appealing, and easy to understand. Don’t make media (or your customers) go digging to get the relevant factoids on your business!
Cheat sheet on what your website should include:
Who you are
What you do
Who you do it for
Key team members
Brand story (do you have a mission statement?)
Why/how your brand got started
A "contact" page listing the email of a responsive team member
Make it easy for journalists to follow-up with someone from your company to get more information or schedule an interview.
2). Get to the point.
Put your unique selling proposition up front, in bold, and reiterate it through all your messaging. Why is your brand special? What attributes have you and your customers found to be the most interesting, helpful, exciting?
3). Create and share engaging brand content to entice both media and your target customers.
Things to consider when creating content:
How can people best use your product or service?
What kinds of partnerships make the most sense for your brand?
Think about ways to make your business more accessible to broader audiences.
Can you piggyback your brand onto current events, changing seasons, or otherwise trending topics?
Don’t stretch this too far, but chances are you can make your business more relevant by suggestive selling that does not feel like selling.
If you have, for example, a spirit brand, you could create tasty, easy recipes featuring a popular sparkling water or juice brand. Distribute the recipe on your website, blog and social platforms, mentioning the other branded products as well as your own. This gives you great content to share directly with your target customer as well as suggesting ideas for media who might be writing a piece on creative cocktails.
Our team can help you define your strategies and messages, and then our media relations and content experts will get to work making sure those messages are distributed to your customers. Just ask.