How do you get earned media coverage when you have nothing to announce?
We often encounter companies that desire media coverage but refrain from engaging in traditional PR for one simple reason: they lack newsworthy content at the moment.
Newsflash: Most PR-oriented companies don't have newsworthy material either, yet they are consistently featured in the media! That's because they know how to delve deeper and uncover compelling stories. You don’t always need funding rounds, acquisitions, or other news to engage in PR actively.
These companies also recognize the power of earned media. Being mentioned by an objective party enhances your brand credibility and recognition, serving as a key element in the awareness section of your marketing funnel.
But how do they achieve earned media when it seems like they have nothing to say? Here's how:
?? Proactively monitoring the media
From a PR perspective, organizations are always searching for new opportunities. They actively monitor the media landscape, aiming to identify broader trends in which they can participate in discussions.
For instance, imagine your company specializes in the fintech sector and boasts robust knowledge of consumer spending habits. As the media repeatedly highlights the increasing cost of living, your company could leverage its expertise by pitching topics related to this trend, such as ways to reduce electricity usage or minimize food expenses.
A prime example of such a strategy is the Finnish IT company Futurice. In a recent case, amidst widespread reports of U.S. companies laying off staff due to AI integration, Futurice seized the opportunity to offer their insights to Finnish media outlets. As a result, Finland's largest business publication, Kauppalehti, interviewed their expert, leading to the publication of a story with the angle: “These jobs are now shifting to AI – Klarna has already made a radical decision.”
?? Doing PR with your clients
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If you have nothing to talk about, perhaps your client has a story that relates to you. Maybe they have achieved impressive results with your assistance. You know what? That could be an interesting story, even though it may seem like a client reference on your website. The media loves good stories – regardless of their nature.
Let’s say you're a SaaS startup with an innovative solution that helps companies reduce losses in their daily operations. If you and your client have data and concrete numbers on this, you might craft a headline that reads, “This company saved €200,000 with one change.” Doesn’t that sound like a headline you might see in journalistic media and you’d love to read further?
Here’s one concrete example from one of our clients, the American unicorn Deel, which helps companies hire professionals from abroad. A German company, Apheris, manages its remote team through Deel’s software, enabling them to have an international team and work fully remotely. Their spokesperson secured an interview with the Finnish business media outlet Talousel?m?, where they discussed Deel and the EOR model, which is a significant topic for Deel.
?? Digging into data
When you find yourself with nothing to say, one task worth undertaking is delving into your company's data, provided you have enough of it. Why? You may ask. The answer is quite simple: nine times out of ten, the data contains something intriguing. It may unveil new insights, interesting changes, and trends within your industry.
Take our client Vaisala, whose annual lightning report gets the attention of Tier 1 media in the U.S. with its precise information on the number and location of lightning strikes across the continental U.S.
Here are examples of their media coverage: