30-Second Summary:
Are you looking for a media coverage strategy in competitive industries such as finance or adult entertainment? Securing media coverage for these types of brands, including casino and gambling brands, can be tricky. However, with the right understanding and approach, it’s not impossible to get your brand or one you’re representing featured in key publications that are both relevant to the business and its target audience increasing sales, leads or sign-ups.
When it comes to getting media coverage in digital PR, one of the most important aspects before jumping into storytelling is to identify your target audience. By this, we mean understanding the current customer base and what connects them to the brand. Consider where they live, their lifestyle and what’s important to them. For example, do they have any standout traits that you can utilise in your digital PR campaigns to capture the attention of journalists and their readers?
As part of your media coverage strategy, it’s important to keep up to date with the latest news stories and events. Whilst it won’t always be possible to newsjack what’s happening in the real world, knowing what’s happening and when may be able to help you secure further quick wins in the media to shed further light onto your brand or client. Importantly, don’t jump onto the back of trends just for the sake of it. For these campaigns to be successful, they should easily resonate with your target audience and align with the overall brand strategy.
Journalists receive hundreds if not thousands of emails every day. So, if there’s nothing in your subject line or pitch to make it stand out, the chances are that your email won’t even be opened. That’s why it’s so important to offer journalists exclusive data they’re unable to find elsewhere. One way you can do this is through submitting FoI requests that provide you with access to information held by public authorities such as council data. Consider the type of information users may be interested in finding out and how journalists can construct it for different audiences such as by location.
Standing out isn’t just about providing journalists with unique data relevant to the types of stories they enjoy covering when getting media coverage. Case study led stories are becoming increasingly popular in the press with journalists seeking never told before stories that help bring specific stories or learnings to light to tell a bigger story. Consider seeking case study candidates on social media platforms, such as X, to navigate your coverage and add an extra layer of authority.
It goes without saying that as well as the news stories journalists do want to cover, comes those that aren’t in the slightest relevant to them. Whilst it can be tempting to create a media list full of journalists who “may” be interested in covering your story, it’s crucial to focus on those that “will” cover your story based on topics and past work. Even though it may not appear to be a direct way forward to get media coverage, spending the necessary time creating relevant media lists will benefit you in the long-term, ensuring your stories are published by journalists relevant to your niche.
In order to secure media coverage in top tier news publications, it’s important to produce news stories that are different to what journalists have already seen. That means coming up with a compelling hook that utilises never-seen-before data or an exclusive case study that provides new insight into a topic. If you’re struggling to navigate your brands digital PR, get in touch with our experienced team on 0800 088 6000 to find out how we can support you.
For more on our blog read all about what our clients and journalists say about working with us and how to create finance digital PR campaigns.
