MEDIA RELATIONS

Courting the media and influencing journalists is still crucial to generating positive, on message coverage that builds awareness of your brand. Skout specialises in strategic media relations that maximises your business’ long-term opportunities for coverage. This is across national, regional, business, trade, sector, digital, or broadcast media.

page down

OUR APPROACH TO MEDIA RELATIONS

The media landscape is constantly changing and evolving. So, it’s important to keep on top of the best PR opportunities. Here’s what Skout’s approach involves:

  • We start by understanding your business and marketing objectives. Then we know what media relationships and coverage are needed to support this.
  • Then we map out your audience personas – including what interests them what messages you need to convey. From this we can developing your targeted media list – to ensure outcomes are super-relevant.
  • We then survey the media landscape to check what they are reporting on. This is vital so your media relations programme taps into the media’s own agenda. We map your business’ content and stories to the issues of the day.
  • Next we go story foraging within your business. Skout delves deep to see what natural media angles you have. These might include insightful data, news, opinions, market knowledge or response to sector trends.
  • Then we help you build meaningful relationships with the media. This could involve briefing meetings and calls, pitching story ideas, offering exclusives, writing articles, responding to features, and targeted news pitching.

5 KEY MEDIA RELATIONS TIPS

We’ve helped many clients from small start-ups to large enterprises with media relations. Here are 5 key media relations tips you too can benefit from:

  • Developing relationships with freelance writers by offering them story ideas.
  • Generating exclusives with key publications. This elevates the quality and position of your coverage and your brand. It can lead to front page stories, lead features and more.
  • Proactive media briefings. These establish your spokespeople as effective commentators. As a result, journalists are more likely to trust you as a source.
  • Rapid commentary on big business and current affairs. Everything from commenting on a data security breach to the impact of new laws.
  • Development storylines in various contexts so they will appeal to different types of media. For example, using video footage for broadcast coverage.

CASE STUDY

We helped legal firm SAS Daniels build targeted brand awareness through a proactive media relations strategy spanning many different media groups, from broadcast to business.

 

CONTACT US TODAY ON

info@skoutpr.com

01625 869418

READY TO FIND OUT MORE? SEND US A MESSAGE

BROWSE MORE OF OUR B2B PR SERVICES

PR FOR DEMAND GENERATION

B2B PR plays a big role in demand generation. It’s all is about showing how an organisation’s products or services can help solve pressing business challenges. Whether that’s through thought-leadership, product reviews, corporate profiling or customer stories, a sound demand generation PR strategy can make a huge difference to whether people move from basic awareness to consideration and purchase.

Read more

PR CONSULTANCY

If you’re looking to raise brand awareness, compete in a crowded market, drive web traffic or reach new audiences, it might be time for your business to engage in PR. However, a long-term and strategic approach to PR is needed if you really want to put your business on the map, educate target audiences on what you do and why they should choose to work with you. You’ve decided it’s time to take the plunge but where do you start?

Read more

B2B PR CAMPAIGNS

A well-executed B2B PR campaign can have a significant positive impact on the reputation of your brand, attracting global, national, regional and trade media attention as well as boosting sales and enquiries. However, knowing where to start and how to roll out a campaign that meets your objectives can be a huge challenge.

Read more

PRODUCT & SERVICE LAUNCH PR

Whether your company is just starting out, or you are already a market leader in your sector, launching a new product or service can come with its challenges. Buyers may well know little or nothing about your product, meaning that you must establish recognition and trust with potential customers. Using PR to create a backdrop to your launch is crucial for engaging key audiences. A strategically planned PR campaign, integrated with other marketing activities, helps to build brand awareness, create influence, educate the market and ultimately create interest and trust.

Read more

B2B PR

B2B as a discipline has changed significantly in recent years, evolving to meet a very different set of needs from businesses who want to raise awareness of their brand in an increasingly competitive market. There has been a growing focus on consumer led tools such as social media and marketing automation in B2B to help create a more personalised approach to marketing.

Read more

BROADCAST PR

With so many people tuning into the TV or radio, broadcast media coverage helps expose businesses to mass audiences, building brands further than many other media results can. And with a clever approach, even B2B organisations can get their brand on popular TV programmes, radio shows and podcasts, often exposed to audiences of millions.

Read more

CORPORATE PROFILING

In many ways, the people within a business are the brand. There are many B2C brands today that people automatically associate with the entrepreneur or individual behind the business. And even in B2B, personality is a big differentiating factor that can help to set you apart from your competitors. Although your business isn’t necessarily trying to appeal to the masses, it’s important to remember that people buy from people, so bringing the human side of your brand to the foreground is important.

Read more

VERTICAL SECTOR PR

Vertical sector PR shows your potential and existing customers that you understand their world. Whether they’re in retail, finance, manufacturing, or another market, showing your knowledge of their challenges, opportunities and priorities – can help to win them over.

Read more

CUSTOMER PR

We live in an age of reference and it’s estimated that nine out of 10 people look at online reviews for the products or services they want to purchase before making their buying decision. It’s no secret that 70-90% of the buying journey is done before a customer contacts the vendor and that’s why it’s more important than ever before to ensure customers are an essential part of your PR strategy.

Read more

PR STRATEGY

If you’re thinking about using public relations to help raise the profile of your business, then the first thing to establish is a clear and relevant PR strategy. Doing this ensures your PR efforts showcase your brand and business reputation in the most effective way.

Read more

REGIONAL PR

Boosting your business’ presence within its local area is a crucial part of many PR strategies. It can help you build solid relationships within your community and promote a positive brand image to regional stakeholders. These include employees and local customers, to the wider business community.

Read more

INFLUENCER RELATIONS

Many B2B marketers are extending their PR and media relations programmes to include a wider base of industry influencers. They’re onto a good thing, because association and engagement with influencers can push their brand to the next level. It also helps with recommendations and achieving recognition with the most difficult to convert prospects.

Read more

ANALYST RELATIONS

Effective industry analyst relations can make a huge difference to whether you make it on to a buyer’s preferred supplier list or not. As influencers, analysts are held in high regard by potential customers and can unlock solid business opportunities for you. They’re among the most important people to have on your business’ side. Influencing and informing your sector’s analyst community can also help to increase your brand’s reference-ability, through inclusion in sector reports, newsletters, periodic updates and media coverage.

Read more

MEDIA TRAINING

Interviews with the media are a great way to build relationships with key journalists in your sector. Successful interviews also generate coverage to boost brand awareness. They help you effectively convey key messages to your target audience too. However, before jumping into a live interview situation or even speaking with a journalist over the phone, it’s important to make sure you’re fully prepared.

Read more

SEO & LINK BUILDING

As most searches for products or services start online, it’s important to make sure that your website is properly optimised to give you a chance of standing out from your competitors. Appearing as high up as possible on relevant search rankings is crucial, and as the majority of internet users don’t click past the first page of search results, this is where you need to be.

Read more

NATIONAL PR

Making the move from a regional PR approach to presenting your company to a national audience can deliver significant opportunities to your brand. Whether you’ve taken a conscious decision to offer your product or services outside of your region or if you’ve concluded that your audience may remain regional but that they’re accessing national media, Skout can help. Taking your brand to national level can bring with it complex challenges – expanding brand awareness, targeting new press and creating new customer profiles – but successfully gaining your place in key national titles lies with having the right stories to tell.

Read more

BRAND AWARENESS

Brand awareness is an essential element of any company’s marketing strategy, helping a potential audience recognise your business as well as its associated products and services. This is especially important when establishing trust between your business and its customers, as familiarity can differentiate a company from competitors whilst also increasing sales performance.

 

 

Read more

DIGITAL PR

Whether your business is already active online or if you are just starting out, having a structured digital PR strategy can help to drive performance, increase sales and enhance brand awareness by giving your brand an online voice.

Read more

INTERNATIONAL PR

Whether your business already operates across a number of geographic territories or you’re looking to expand into new markets abroad, effective international PR requires a co-ordinated and considered approach.

At Skout, we have plenty of experience in planning and implementing effective PR programmes and campaigns, both globally and in a number of specific territories.

Read more

TRADE PR

Trade PR is the bedrock of a business’ external communications. It helps build targeted awareness and brand loyalty within core industry media. Skout’s Trade PR service increases share of voice against competitors and elevates the quality of your brand’s media coverage in key sector publications. Whether you’re a tech company seeking coverage in Computer Weekly, or a food manufacturer wanting to be in The Grocer, we can help!

Read more

Get in touch?