Above the Noise: How to Stand Out in A Competitive Media Landscape
As newsrooms continue to shrink, organizations are challenged to develop creative ways they can stand out, especially if they want to attract more earned media. According to the most recent Challenger Report (published December 7, 2023) the news industry cut 2,681 jobs, which is almost 50% more than cuts announced in 2022. This means the journalists who are still employed are covering more stories and working against tighter deadlines than ever before.
So, what can your organization do to stand out above the noise? Here are a few strategies:
Don’t rely on media pitching alone. Journalists are consumers just like we are, and they are also curious and avid researchers. Where can you position your brand so that a journalist stumbles upon it in their free time? Does your company have a LinkedIn Live series, podcast, or YouTube show that provides value to your target audiences?
Host invite-only events for media where journalists can see what’s new and next in your company. What fireside chats, community initiatives, art exhibitions, or showcases can you position as signature events where media can see your company’s impact first-hand?
Go beyond the press release. While traditional press releases are essential, incorporating engaging multimedia content can capture journalists' attention more effectively. Consider creating visually appealing infographics, compelling videos, or interactive content that tells your story in a dynamic way. Multimedia content not only makes your information more shareable but also increases the chances of journalists finding your content visually appealing and worthy of coverage.
Help them with their homework. Journalists love when you provide them with data and statistics that are relevant to current news topics. Conduct market research and surveys and share creatively through an infographic or social media video.
Encourage leaders to submit op-eds and thought pieces. Which members of your leadership team can provide insights on current topics that align with your brand? An original article, blog post, or a guest contributor piece can prompt a journalist to keep you in mind when they need expert commentary on a niche topic.