Do you dream of your business landing on the front page of The New York Times? Or do you find yourself watching the news and wondering how you can get a prime spot on your town’s nightly broadcast? A public relations team can help you achieve these types of media placements. 

Before we dive in, it’s important to note that media coverage is never a guarantee. Many outlets are what we refer to as “pay-to-play,” meaning they focus on paid opportunities rather than organic coverage. That being said, with research and a proper plan, you can make connections with both local and national outlets. 

Start local

When you work with a PR agency, the first thing we will do is come up with a plan. We want to know your goals, hopes and dreams, plans for the future and more. With that in mind, we develop a strategy to put you in the spotlight. This is not an overnight situation – it takes time to build credibility. Local media is all about relationships and the current climate of your area. Is it a busy time of year, with a lot in the news cycle? Or is it a slower season, and spaces are ready to be filled? That’s a question your PR representative can answer. 

You may think bigger is better when it comes to media, but that’s not always true. Americans trust their local news networks more than national networks. According to the Pew Research Center, “the vast majority of U.S. adults (85%) say local news outlets are at least somewhat important to the well-being of their local community.” This means that your product or service will likely be deemed more trustworthy when it airs locally than if it debuts on a national platform. Plus, if you are vying for a national story, the best way to lay the groundwork is to pitch in your home market. Local media boosts your credibility and gets your name out there. When national outlets do their research on you, the amazing local news stories will give them insight into you and your organization. Plus, what national outlet wants to cover an organization that’s not captured the attention of people in their own community?

Make a splash with national

Another important item to consider is your audience. Do you have a small regional audience to whom you are talking? Or do you have a broad audience across the country? That can help determine what plan makes the most sense for your brand. When working toward national coverage, you have to accept it as a competition. Think of all of the other organizations similar to yours. Whether it be the same product, same industry or even similarities between leaders – you are competing against them for the same coverage. Hiring a PR team that can help you find the correct angle is important. As storytellers, we can identify what makes you and your company unique and use that to our advantage when pitching. It’s our job to handle the creativity, but it is your responsibility to have a product or service that is newsworthy. 

Want to work with a team of experts who can craft the perfect pitching timeline for your business? Contact the Obsidian team today.