27 Mar 2022
Cutting through the noise
Cutting through the noise
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The media cycle that we live in is 24/7. This, however, coupled with time-poor journalists means it has never been more important for businesses to ensure they are reaching the right journalists in the right media outlet, with the right messages to get cut-through. 

So, you have laid out your business objectives and your strategy is crystal clear. 

You move on to tactics and a key pillar of your strategy is media relations. Your eyes are firmly set on getting that golden nugget of coverage in the media title that everyone wants to be in. 

What’s next?

The media cycle that we live in is 24/7. This, however, coupled with time-poor journalists means it has never been more important for businesses to ensure they are reaching the right journalists in the right media outlet, with the right messages to get cut-through. 

Here are a couple of tips to get you started
  1. Why are you talking?  

    Really have a think about why you’re trying to secure media coverage and more importantly, why anybody should care. Egos aside, this step will really help determine what audiences your messages are relevant for.

  2. Invest time in planning 

    For most companies, getting media coverage requires careful planning, message development and a splash of creativity; but it’s also a journey of building credibility and connection. Reviewing objectives against any upcoming announcements can help create a hook. This will also help ensure you are going to the most fitting outlet and journalist for your story.

  3. Third party endorsement 

    Have you got someone credible that can tell the journalist how awesome you are? Bring them along for the ride! Endorsements from scientists, customers, research bodies, academia, and stakeholders add another layer of credibility to your story.

  4. Collateral is key 

    Not everyone absorbs words well. Striking images showing you doing your thing will help appease those right-brainers, and so will assets such as infographics and charts where possible.

A great way to understand your target and get inspired is to immerse yourself in your target publications. For instance, look at trends in approach, get to know the names of the journalists and what the key ingredients are in a great story.  

By Cora Lanigan

Cora Lanigan is Account Director with Primary Communication. She leads clients and projects across Primary’s energy, renewable energy and manufacturing portfolio.