??The Early Bird Catches the Coverage: Predicting Industry News

Estimated read time: 1 minute and 14 seconds

Hi ?? My name is Doug, and I run a niche search agency called Kalium. We help B2B companies get their organic search working. ??

This weekly newsletter covers the latest tools, techniques, and case studies you need to win at search (plus pictures of our pets).

Hi I’m Jane - I head up the Digital PR division at Kalium.

React quickly????♀?

Be a part of the news???

Position your client as an expert??

STAT?

Digital PR means constantly thinking on your toes.

Something topical in the news - how does it relate to the brand?

A big event is happening worldwide - how can we be part of the conversation?

We need to react fast to stay relevant.

But what if there was a way to start these topical headlines? To be the first voice on news that you know is upcoming?

There is ??

Introducing pre-emptive PR ??

Great term…what does it mean?

It means we anticipate the reactive opportunity and start the conversation first. The early bird catches the coverage!

While not everything can be predicted, if you put in the work you can plan ahead you are more likely to anticipate a good opportunity.

Working out these opportunities ahead of time means you are armed and ready with expert insights.

So how do you become the Nostradamus of digital PR? ??

Here are three important steps we follow with our clients:

Step One: Fully understand the business ??

This goes a step further than simply knowing what they do and why, but rather what does the day-to-day of the business look like?

Example: Maybe a new iPhone update is launching and your client has access to test it early. Find out their insights and prepare your angle for media. That way you are ready with the news the moment it launches.

Step Two: Contact media early ??

Instead of just pitching your angle to media take a step back and contact them with an initial email first.

By starting a conversation with them rather than immediately pushing for coverage you are more likely to create synergy between your angle and what they want to cover.

Example: A big tech event is taking place in 2 months time. Ask the journalist if they are attending and what they hope to gain from the event? Would they like to meet with someone from the team for an interview and unique insights? Going that extra mile not only creates a good media relationship but also produces more valuable and detailed coverage.?

Step Three: Plan ???

The best way to pre-empt is to plan. Map out the next 6 months and develop potential newsworthy angles.

How do you start?

Immerse yourself in the industry. Look at planned product releases, new legislature or events later in the year.

Example: If you are in the legal sector, what new laws are in the pipeline looking to be passed? What’s your opinion on it? Have that opinion ready and poised to send to media the moment it comes into the news or, ideally, just before it does.

Pre-emptive PR means you are a step ahead of the media. By planning ahead and being the first voice on a relevant topic means you can become a trusted resource for expert opinions.

Need a helping hand, get in touch ??????

[email protected]

Digital PR with Kalium

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