Securing coverage in major newspapers can be challenging, but transparent communication with clients is crucial. This blog post explores strategies for addressing difficulties in obtaining such coverage while highlighting the value of earned media. Additionally, we discuss the ways PR can enhance corporate writing efforts, offering alternative options and managing expectations.
Setting Realistic Expectations:
Educate clients about the competitive nature of securing major newspaper coverage. Highlight factors influencing coverage and provide relevant examples of successful campaigns.
Exploring Alternatives:
When major newspaper coverage is unlikely, suggest pitching to niche publications or utilizing social media and influencer partnerships for brand awareness and engagement.
Emphasizing Earned Media:
Illustrate the value of media coverage in any outlet, regardless of size. Showcase previous campaign successes and how earned media contributes to brand awareness, credibility, and audience engagement.
PR’s Contributions to Corporate Writing:
Highlight PR’s impact beyond front-page guarantees, including:
– Crafting strategic messaging aligned with business objectives.
– Building relationships with journalists and influencers for potential earned media coverage.
– Positioning key executives as industry thought leaders.
– Managing online reputation through social media engagement and crisis communication.
– Creating engaging content that supports messaging and enhances credibility.
– Assisting with internal communication strategies and stakeholder engagement.
– Developing corporate social responsibility initiatives.
– Establishing measurement and reporting frameworks for ongoing improvement.
Transparent communication, education, and empathy are key when discussing the challenges of securing coverage. By managing expectations, exploring alternatives, and emphasizing the value of earned media, PR professionals can help clients understand available opportunities. Leveraging PR’s various contributions can enhance supporting business goals and reputation building. While front-page guarantees may be unrealistic, PR remains a powerful tool for credibility and brand recognition, Beyond size or positions!
