One of the most exciting opportunities for a business’s growth and development is a successful media campaign, whether that’s around a product release, funding, an industry report or other big company news. Successful media campaigns are centered around big news, and if done correctly, they can create the buzz needed to make your brand soar well after the campaign ends.
A mistake many companies make is treating a media campaign like a one-time deal. They prepare in advance, the big news event happens, and then it’s over. What many don’t realize is how much fruit is left hanging on the tree – the period after the campaign has just as much potential as the days before and the day of. Here are several ways to maximize results in each stage of your next big announcement:
When it comes to campaign planning, put time on your side. The key to developing a successful campaign is to give your team several weeks to prepare – typically, you should start planning earlier than you would think is necessary. Start by determining the campaign’s goals, and what success would look like.
Is the goal of this campaign to increase sales, spread brand awareness, or position your company’s executive team as thought leaders? Depending on the goal, one can begin to build a fitting campaign that suits the call to action.
The next step is to build a storyline around the campaign. It’s human nature to be attracted to compelling stories, and a campaign without any personality is just news to add to the pile. Is this the launch of a new product that’s a solution to a societal problem? How does this announcement affect the community? How will your report change industry standards or best practices?
Finally – and the most important element of campaign preparation – is to create a hand-selected media list consisting of publications and journalists who cover the industry and topic related to the theme. If you don’t reach the right reporters, campaign outreach is useless, so keeping a maintained, up-to-date media list with nurtured relationships can help ensure desired outcomes. It’s also key to offer exclusives and embargoes to top-tier reporters, when appropriate.
On the big day, media outreach with an eye-catching pitch should start early. The pitch should be slightly individualized to each reporter; refer to them by their name, and call attention to their recent work. The body should bring excitement and innovation around the campaign while highlighting the predetermined storyline, followed by a release with the details. Lastly, it should end with a call to action – offer a conversation with your CEO or company spokesperson to the journalist, or in some cases, a contributed article.
Once the big news has come and gone, there’s still more work to do to build on the campaign success; there’s still more life to the coverage you’ve earned. This is where social media plays an important role.
Amplifying earned media coverage on your company’s social platforms is a great way to share your news with people who may have missed it. You can also grow your audience with a paid social campaign to share the news articles with prospects and potential customers.
Tagging the news outlets and journalists who covered your launch helps strengthen your relationships with them, and sometimes they will retweet or share posts if they are mentioned – further growing your audience.
Brands work hard to build campaigns around their news – it’s important to cover all aspects (before, during and after) for ultimate success. With the proper amount of planning beforehand, persistent outreach during and ample sharing on social media after, you can set your company up for success to reach its campaign goals.
Not sure why media coverage matters? Read how you can translate media to sales.