15 Proven Strategies for Gaining Effective PR Exposure for Your Company
To help you gain effective PR exposure for your company, we've gathered fifteen insightful strategies from CEOs, Founders, and other industry professionals. From leveraging local media to providing quick responses and authority positioning, this article provides a wealth of knowledge from those who've successfully navigated the PR landscape. Dive into these diverse experiences and strategies to enhance your company's public relations efforts.
Leverage Local Media for National Exposure
Amplify PR with Tools and Storytelling
Allow Guest Content
Host a Charity Event
Combine a Narrative, Outreach, and Content Creation
Harness the Power of Local News
Become the Go-To Source for Journalists
Start Positive Community Initiatives
Post Video Content
Create a PR-Sales Funnel with Events
Build Strong Media Relationships
Seek Strategic Partnerships
Give Interviews
Target Outlets with Compelling Stories
Provide Quick Responses and Authority Positioning
Leverage Local Media for National Exposure
In our journey to secure effective PR exposure, we discovered the power of tapping into local media outlets. While major national platforms are valuable, we realized the importance of connecting with our target audience through regional and trusted sources they follow. By crafting a compelling message, we gained their trust and reached new market segments.
Interestingly, this strategy also caught the attention of national media, resulting in broader coverage. It's about understanding the pulse of your audience and using local media as a stepping-stone to wider recognition.
Matias Rodsevich, CEO, PRLab
Amplify PR with Tools and Storytelling
At Authors On Mission, we've amplified our PR exposure by combining strategic storytelling with efficient use of PR tools like Just Reach Out, Featured, and Qwoted. These platforms help us connect with the right journalists and influencers, enabling us to share both our authors' success stories and our company's unique journey more broadly. They've provided opportunities to showcase our expertise, from our unique “Angel Writer” service to our vision for empowering authors globally.
By combining these PR tools with our narratives, we've successfully fostered deeper connections with our audience, increased brand visibility, and secured valuable PR exposure. This approach showcases not just our services, but our commitment to sharing impactful stories, reflecting our mission on a larger scale.
Vikrant Shaurya, CEO, Authors On Mission
Allow Guest Content
Generating guest content for prominent media outlets often triggers a ripple effect, with other outlets subsequently picking up the conversation. The key is to select a newsworthy topic within your area of expertise and pitch yourself to the media outlet. Observe the ensuing impact. To further fuel your PR campaign, actively promote the articles within your own network to maximize exposure.
Jason Vaught, Founder and CSO, 805SEO
Host a Charity Event
A really good charity team-building event does three things. First, it lets employees from the company have some fun together. It also builds solid teamwork and camaraderie. The big thing, though, is that they give back to their local community. So, activities like this are fantastic for PR.
A few years ago, a mining company in Salt Lake City asked us to help make their safety training more fun. We got our charity bike-building event certified for continuing education for that industry. The company could use their training budget to let the miners have some fun, learn about safety, and give back to kids in the community.
By the end of the three-week series of training sessions, they donated over 500 bicycles to the local Boys & Girls Clubs in the city. It was such a big donation that they were able to get multiple print and local TV media to cover it.
Doug Staneart, CEO, The Leaders Institute
Combine a Narrative, Outreach, and Content Creation
My company implemented a successful PR strategy that generated effective exposure. We recognized the power of storytelling and crafted a compelling narrative around our brand.
We focused on highlighting our company's mission, values, and the unique problem we aimed to solve in the market. To execute this strategy, we collaborated with a PR agency to develop a comprehensive media-outreach plan. We identified key journalists and influencers in our industry and tailored our pitches to resonate with their interests and readership. We also created engaging and shareable content, such as blog posts, videos, and infographics, to support our narrative and drive social-media engagement.
As a result, we secured coverage in prominent industry publications and received positive reviews from influential voices in our field. This increased our brand visibility, attracted potential customers, and positioned us as a thought leader in the market.
Aviad Faruz, CEO, Know Mastery
Harness the Power of Local News
Instead of always trying to make a big splash, I believe there is still a lot to be said about the power and reach of local news. Whenever I am working on promoting a locally relevant news story for one of our Minuteman Press franchises—for example, a business relocation or a grand opening event—I personally reach out to local (state, county) and hyperlocal (city, community) publications.
These editors and reporters are usually looking for this type of content, and the end result is usually a win-win for both the publication that is looking for local content and the franchisee who is looking for local coverage.
Chris B., PR Rep, Minuteman Press International
Become the Go-To Source for Journalists
One of the best ways to get featured naturally is to be the source when a journalist is Googling for a fact or talking point. If you can rank 1st for their query, then you become the authoritative source for them, and you will have a great chance of being featured in their publication.
Matt Jackson, Ecommerce SEO Consultant, Matt Jackson
Start Positive Community Initiatives
Our company focused on engaging in community initiatives as a strategy to receive effective PR exposure. We actively supported local causes and events, such as sponsoring charity fundraisers and participating in volunteer work.
This not only generated positive media attention but also showcased our company's commitment to social responsibility. For instance, we partnered with a local nonprofit organization to organize a beach-cleanup campaign, which received significant media coverage. The event garnered attention from several local news outlets, leading to interviews with our company representatives and articles highlighting our dedication to environmental preservation.
By aligning ourselves with meaningful community initiatives, we could generate PR exposure that showcased our company's values and contributed to a positive brand image.
Ben Lau, Founder, Featured SEO Company
Post Video Content
To receive effective PR exposure for my company, I have used an uncommon approach of creating video content about our mission and brand message. My team and I recorded a series of videos that focused on the values we stand for, such as inclusion and diversity, highlighting our commitment to those ideals.
We then leveraged various social channels, including YouTube and Vimeo, to promote the videos and introduce them to a wider audience. The strategy has proven successful in terms of reaching out to potential customers outside our existing community who are interested in learning more about what we do and why we do it.
Amy Ling Lin, CEO, nailsalon.nyc
Create a PR-Sales Funnel with Events
We chose to create a PR-sales funnel for Marketer Interview. Crafting a PR-sales funnel involves strategic steps for outreach, response tracking, and feature procurement. An unconventional way to enhance outreach might be by organizing virtual events or webinars for potential clients. These gatherings attract targeted audiences and offer insightful content, subtly advertising your offerings.
By gauging event turnout and engagement, the success of outreach strategies can be evaluated. Response metrics further aid in assessing the events' impact on prospective leads. This innovative approach ensures diligent outreach, while attendee interaction during such targeted sessions provides a direct measure of interest.
In turn, this enables better lead-generation tracking from these engagements, enhancing PR campaign effectiveness within the sales funnel.
Steve Dinelli, Founder, MarketerInterview.com
Build Strong Media Relationships
As a CEO, one effective strategy we implemented to receive effective PR exposure for our company was to focus on building strong relationships with key media outlets and journalists. We recognized the power of media coverage in increasing brand visibility and credibility, so we proactively reached out to journalists in our industry, offering them unique and valuable insights, story angles, and access to our thought leaders.
We understood the importance of providing newsworthy and relevant content that aligned with the interests of the media outlets and their readership. We crafted compelling press releases, thought leadership articles, and case studies that showcased our company's achievements, innovations, and contributions to the industry. We ensured that our messaging was clear, concise, and tailored to each media outlet's audience.
Sai Blackbyrn, CEO, Coach Foundation
Seek Strategic Partnerships
We formed strategic partnerships with complementary businesses to amplify our PR exposure. By collaborating with these partners, we cross-promoted our brands and gained access to new audiences. For example, we teamed up with a local wellness company to offer joint promotions and co-hosted events to attract media attention. This partnership showcased our shared commitment to promoting health and wellness, leading to coverage in industry-specific publications and increased brand visibility.
Roy Lau, Co-Founder, 28 Mortgage
Give Interviews
Giving an interview helped my company receive good PR exposure. It got featured on many social media platforms, and people like it a lot. You can also give an interview for print, radio, and television. Podcasts are getting popular at the present time, so you can go for it too.
Your brand can connect with a wider audience. Since many people use social media and watch short videos, an interview can easily go viral. Make sure you perform incredibly during the interview and leave your mark. Showcase your communication skills. Express your brand’s vision accurately, and don’t forget to connect it with present opportunities.
Be confident while giving an interview, and talk about the effective changes your company has brought to society. Use compelling content and embrace the internet for excellent exposure. Prefer giving interviews on different platforms. But don’t pass conflicting arguments; stick to what you say no matter which media channel you are giving an interview for.
Saikat Ghosh, Associate Director of HR and Business, Technource
Target Outlets with Compelling Stories
Receiving PR exposure is not rocket science. It starts with the story. If you don't have a story that interests people outside of your organization, you're not going to get coverage. So, it has to provide some sort of value to the reader—either learnings, insights, data, etc. Of course, it would be nice to make the headlines in top-tier outlets, but that's where a good PR strategy comes in handy.
What is the goal of the coverage? You need to know where your goal audience (potential employees, potential clients, investors) gets their information. And you need to aim for these outlets and channels with relevant articles. Personalize the outreach and make it as simple as possible for the reporter or editor to see and read your story. And provide them with visuals to support the story.
By following this simple logic, we have effectively received coverage in relevant outlets.
Merilyn Uudmae, Content Manager, Teamdash
Provide Quick Responses and Authority Positioning
One thing we do is respond quickly to journalist requests and position our senior leadership teams as points of authority as a means of obtaining both press and backlinks for our site.
"#Journorequest" is one I'd recommend on Twitter for anyone looking to get started!
Tracey Beveridge, HR Director, Personnel Checks
