Generating winning coverage

As a B2B PR consultancy, media relations is an essential part of our offering and we work hard to generate great coverage for our clients in their target press.

If we’re issuing a story to the media in the form of a press release, then it’s our job to create the story, interview the key stakeholders for the information we need and then write up it up and pitch it to key publications. However, we also source information from our clients in response to specific requests from journalists. And, we can only give the journalist what they need if our clients come up with strong, compelling comments that resonate with the writer.

It was via a response to a journalist request that our client Optimum Procurement Group won Skout’s prestigious coverage of the month award! Each month, we run an internal competition for the best piece of coverage achieved by/on behalf of our clients. Our latest award for February goes to Optimum Procurement Group, for one of their spokespeople’s comments published in The Times’ supply chain supplement. We were particularly pleased with this piece, not only because of its breadth of readership across a relevant and senior business audience, but because it places the Optimum brand so prominently at the beginning of the supplement’s lead article – pole position.

Optimum’s response to the journalist’s request was exactly what the journalist was looking for and as a result generated a fantastic piece of coverage in one of the UK’s leading broadsheets.

All lucky winners of Skout’s ‘Coverage of the Month’ award receive a certificate and it’s great to see it adorning their noticeboards when we pay them a visit.

Fiona Whyatt has worked in B2B PR for many years. She loves blogging!

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