Navigating the media wave: A guide to securing press coverage for your organisation

In the bustling realm of today’s digital landscape, getting your organisation the press coverage it deserves is crucial for building a strong brand presence and credibility. While the media landscape has transformed, the timeless art of capturing journalists’ attention remains a beacon of success. Here’s a delightful guide on how to secure press coverage for your organisation:
Craft a captivating story:
Journalists are drawn to stories that have a hook (that key element to a story that you can’t wait to share with your mates) and a human interest angle: not promotional stories. Develop a unique and newsworthy narrative about the people within your organisation that ignites curiosity and empathy. Whether it’s the person behind the launch of an innovative product, a heartwarming employee milestone, or a triumphant success story, ensure your story features people who will resonate with your audience.
Foster relationships with journalists:
Building robust relationships with journalists is a must. Engage with them on social media, attend industry events, and send personalised pitches. Journalists are more likely to cover stories from individuals or organisations they know and trust.
Create a media kit:
Make life easier for journalists by providing a well-organised media kit. Include high-resolution images, relevant statistics, key spokesperson bios, and any other materials that will enhance their coverage.
Harness the power of press releases:
Create compelling and concise press releases for major announcements. Distribute them through reputable newswires and include relevant keywords for search engine optimisation.
Embrace social media:
Make the most of social media platforms to amplify your message. Share press coverage, engage with journalists, and join in on relevant conversations. Social media is a powerful tool for building relationships with journalists as well as a digital presence.
Be timely and relevant:
Stay in the loop with current events and trends. Tie your story to relevant news, making it more timely and appealing to journalists seeking stories with a broader impact.
Host events or webinars:
Create opportunities for journalists to experience your organisation firsthand. Whether it’s a lively product launch event or an insightful webinar, these activities can generate interest and coverage.
Monitor and respond:
Keep tabs on media coverage and engage with journalists covering your industry. Respond promptly to inquiries and express gratitude for coverage, cultivating positive relationships for future opportunities.
By sprinkling in persistence and a dash of strategy, you’ll soon find yourself riding the wave of media success, with your organisation basking in the spotlight and capturing the hearts of your target audience. Cheers to positive press coverage!

Wanting more tips to get picked up by the press? Explore our online and in-person training delivered by seasoned journalist, Kirsty Day: