Getting press is easy. Getting the right press, the kind that moves markets and builds trust, is an art. In today’s overcrowded media landscape, smart earned media isn’t just a nice-to-have; it’s a strategic advantage.
Media coverage is a strategic way to make your brand stand out and increase visibility with both new and existing audiences. Gaining coverage that counts isn’t always easy, to earn quality, earned media coverage, you need to deliver your message or product to the audiences that matter most.
Credibility Through Coverage
Adequate media coverage amplifies your brand…the right media coverage boosts visibility and earns trust.
One notable example of tangible results is the work our agency did with The American Camp Association (ACA) campaign, which addressed the organization’s biggest challenge: increasing awareness among parents about the benefits of attending an ACA-accredited camp. The Pollack Group (TPG) crafted a comprehensive PR strategy that combined earned media and thought leadership, emphasizing ACA’s expertise and promoting its Character at Camp initiative. The result? 178 million impressions and a measurable lift in parental trust.
As a result, the ACA was able to successfully position itself as a trusted authority, thanks in part to earned media, which significantly increased credibility for the organization and the many camps associated with it.
Best Practice 1: Target the Right Audience
Engaging with media outlets that align with your brand’s audience is a critical component of public relations. If you want to target a financial audience, trade publications and outlets that frequently report on industry trends will be the most effective in reaching an audience that cares.
During the COVID-19 pandemic, TPG continued to enhance Bel Air Investment Advisors’ reputation as “the expert you want to quote” by securing organic placements in major financial outlets, including CNBC, The Wall Street Journal, and others. We generated billions of impressions across CNBC, WSJ, and other major financial media, making Bel Air a household name among affluent investors.
Best Practice 2: Establish Thought Leadership in the Industry
Successfully positioning a brand spokesperson as an industry expert can lead to increased media opportunities because experts enhance brand credibility. A thought leader must be a person of influence who can seamlessly delve into industry insights and key takeaways about the brand or a specific topic.
For example, our agency earned Nicole Kyle, co-founder of Customer Management Practice (CMP) Research, media coverage in Business Insider, offering insights about the trends Gen Zers are initiating in the workplace. Kyle wasn’t just an expert, she was relevant. Her POV on Gen Z trends and workplace equity made her a go-to source. The best thought leaders don’t just speak for your brand, they speak to the moment.
Best Practice 3: Stay Relevant: Leveraging Industry Trends or Newsjacking
Taking advantage of current trends or news can position your story at the front of media coverage, but timing is everything. You want to reach reporters before any of your competitors.
Our agency successfully positioned SodaStream as a champion in the fight against single-use plastic waste by leveraging trending consumer concerns about environmental sustainability. As a result, SodaStream was featured in top-tier media outlets and had its mission of reducing plastic consumption through its reusable carbonation system extensively covered.
This narrative resonated with environmentally conscious consumers, amplifying the brand’s visibility and resulting in trillions of media impressions, as well as a rise in product sales. When done right, newsjacking doesn’t chase the headlines, it shapes them.
Metrics That Matter: Proving the ROI of PR
To evaluate success, TPG uses KPIs or key performance indicators that determine the value of the coverage earned. We use KPIs such as media quality score, audience alignment, share of voice, engagement, and conversion impact.
During our time working with SodaStream, our agency secured top-tier media placements in Forbes, Fast Company, The New York Times, and more. We delivered SodaStream’s message to the right audiences by leveraging current industry trends. This solidified its reputation as an innovator in the beverage industry and elevated its brand profile in the market, resulting in a $4 billion acquisition by PepsiCo.
The right press can elevate a brand from visible to valuable. It’s not just about getting featured; it’s about getting featured with purpose. At The Pollack Group, we believe earned media is more than exposure, it’s influence. It’s trust. It’s momentum. So, the next time you pitch a story, ask yourself: Is this placement just publicity, or is it strategic positioning?
