Navigating Sri Lanka’s media landscape can be a daunting task for public relations professionals, especially given the challenges of securing coverage in major newspapers. However, by focusing on a few key strategies, PR experts can help their clients develop effective media plans that reach and engage their target audiences.
- Be Honest About the Challenges of Securing Coverage in Major Newspapers
It is important for PR professionals to be upfront with clients about the realities of securing coverage in major newspapers. This process is highly competitive and there are many factors that can influence whether or not a story will be covered. By setting realistic expectations with clients, PR experts can avoid misunderstandings and ensure a productive working relationship.
- Provide Alternative Options for Securing Coverage
If securing coverage in a major newspaper seems unlikely, it is important to provide alternative options that can still help clients achieve their goals. Suggest pitching the story to a niche publication or trade publication that has a more targeted audience, or exploring social media and influencer partnerships. By offering alternative options, PR professionals can help clients understand that there are other effective ways to reach their target audience.
- Emphasize the Value of Earned Media
Coverage in any media outlet can help increase brand awareness, establish credibility, and drive engagement. By communicating the value of earned media, PR experts can help clients understand the impact that coverage can have on their business. Even if coverage is not secured in a major newspaper, any media exposure can be valuable and contribute to building a strong brand.
- Use Data and Insights to Support Your Recommendations
Sharing examples of similar campaigns or topics that have received coverage, and the strategies that were used to achieve that coverage, can help clients understand what works and what doesn’t. Using data and insights to support recommendations can also help clients appreciate the complexities of the media landscape and the challenges of securing coverage.
- Manage Expectations and Build Trust with Clients
Managing expectations is key to building trust and maintaining a positive relationship with clients. By being honest and realistic about the likelihood of securing coverage in a major newspaper, PR professionals can ensure that clients are not disappointed if their story is not picked up. Instead, they will appreciate the transparency and commitment to achieving their goals in a realistic and effective manner.
Sri Lanka’s diverse and dispersed media landscape can be challenging, but by being honest, offering alternative options, emphasizing the value of earned media, using data and insights, and managing expectations, PR professionals can help clients develop successful media plans that achieve their goals.
