One of the most common things we hear businesses say is that they don’t understand how they can achieve publicity through ‘unpaid’ media coverage. At Springboard, we are big believers in the notion that every business can enjoy media coverage if it is cleverly and creatively done, irrespective of the industry they’re in or how small or big they are.

Of course, nothing good comes easily, and ‘free’ media coverage usually requires a huge amount of preparation, skill and experience. But good editorial endorsement is worth its weight in gold, with some saying it’s worth up to six times that of advertising – something to consider when deciding on your advertising budget.

Below are our some of our top tips for achieving good media coverage:

Use the news

No matter what your industry, if you’re involved in communications, try and stay on top of developing news stories. You never know when you might find one that could apply to you and create headlines for your business on the back of what’s making the news.

Use your expertise

Your business has expertise in some particular area. A great way to build your brand is to position yourself or your team as opinion leaders or experts in a particular area. The media always needs people with expertise to comment on developing news stories, or to offer advice or clarity. Have the confidence to showcase your expertise through by-lined articles or by making yourself known to media outlets, who will seek out your commentary when needed.

Host an event with a difference

Host an event, but no matter how small your budget or how simple the idea is, try to do something a bit different. Whether it’s a fun run, a cycle, a black-tie ball or a summer barbecue, aim to have some feature that will make it interesting and memorable. Think about media coverage when you plan the event and about how you could capture attention through interesting photos, or a fresh concept.

Understand the media         

The more media you consume, the better an understanding you will gain of how media coverage works, what journalists cover and how they cover it. It will give you realistic expectations of how your business can get its name out there by being creative and thinking outside the box.

Achieving good media coverage can be an art form in itself, and shooting in the dark can be a time wasting, fruitless and very frustrating endeavour! But with cleverness, creativity, expertise and a bit of experience, the results will be well worth your efforts.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.