Most PR campaigns are focused on generating strong media
coverage to ensure key messages are delivered to target audiences. But not all
media coverage is created equal, and it is important to focus on securing
high-quality coverage that meets specific criteria depending on the campaign.
Here are four questions to consider when vetting a media opportunity.
Is the Outlet a Good Fit?
Every PR campaign typically includes key messages designed
for target audiences. When vetting media opportunities, review the outlet’s
main audience to ensure it matches the selected audience for the campaign.
Research the size of the audience as
well, and how the outlet or reporter
drives engagement with its readership. The tone of the coverage and the type of
reporting can greatly impact how key messages are received by the audience.
Tip: Research the
outlet and the media contact to identify the tone and type of coverage offered.
Ask specific questions to get an idea of what the intended final product may
look like.
Is the Topic a Good Fit?
The context surrounding key messages is just as important as
the inclusion of the key messages in any media coverage. Understanding how
campaign language will fit into a story is vital to ensure the media
opportunity engages the audience in way that aligns with campaign goals.
Tip: Craft key
messaging and statistics for clients that continually drive back to the main
points or goals to prevent interviews or written statements from going off
topic. Focus on concise language to eliminate opportunities for messaging or
quotes to be taken out of context.
Is the Type of Opportunity a Good Fit?
Another aspect of a media opportunity to consider is the
type of medium used to reach audiences – print, online, TV, social media, etc.
Some campaigns have very specific key messages and target audiences that are
best reached through certain channels. In addition, the requirements of the channel, such as urgent deadlines or in-person interviews, may be hard to accommodate.
Tip: Discuss
potential media opportunities with the client at the start to gauge resources
and ensure priorities are aligned. Assign key spokespeople to different topics,
and determine the availability of each spokesperson as well as the organization
as a whole to meet different types of media opportunity requirements.
Is the Timing a Good Fit?
PR campaigns are often designed strategically throughout a
calendar year to align with seasons, events, awareness celebrations or other
key markers. However, it is wise to keep campaigns adaptive and flexible, as
the current climate in any industry can greatly impact the success of a
campaign, and media opportunities should be reviewed with these considerations
in mind. For example, it may be wise to delay a campaign if a major controversy
just occurred in the client industry, or a campaign may be bumped up a few
months if new research supporting the messaging was released by a third party.
Tip: Stay current
on all the latest news in the client’s industry to ensure your team is able to
predict how media will cover a topic relative to recent news. Discuss these
trends and industry news with the client to determine their comfortability with
different types of media coverage.
While PR teams want to produce as much media buzz as
possible for each client campaign, quality is more valuable than quantity. The right media opportunities will deliver
key messages to target audiences in a tone and medium that best suits the goals
of the campaign, providing support for client initiatives without straining
resources. A few simple questions may separate the best media opportunities,
ensuring campaign success!
Recently, LCWA’s home PR team participated in a back-to-school co-op
media tour for the Rejuvenate Click n Clean Multi-Surface Spray Mop System.
Hosted by TV host and lifestyle expert Ereka Vetrini, the tour featured top
products that help moms survive the hectic school year. Leveraging the
company’s existing commercial video, Vetrini spoke about the mop’s
maneuverability, touting its ability to speed clean any flooring surface for a
whole-home clean. What’s more, Vetrini spoke with TV anchors about ways the
Click n Clean saves moms money and is environmentally friendly with its
microfiber cleaning pads that can be rewashed up to 400 times.
