Can PR Firms Guarantee Media Coverage for Clients?

Clients often want guaranteed media coverage because they want a return on their PR spend; they see it as a way to raise their profile, build their brand, and increase their business success. In addition, they understand that media coverage can be a powerful tool for raising awareness, building credibility, and attracting new customers.

One of the primary goals of PR is to secure media coverage for their clients. However, ensuring media coverage is more than just plug and play as factors beyond the PRs’ control influence it. Let’s examine some of the reasons below: 

• Editorial control: PRs can pitch story ideas, press releases, or media kits to journalists and editors, but ultimately it’s their decision whether or not to cover the story. Journalists and editors have editorial discretion and may choose to prioritise other news, stories, or sources over the client’s story. They may also have their editorial agenda and criteria for selecting stories that align with their values, interests, or target audience.
• Dynamic news cycle: World events such as the Russian invasion of Ukraine, Queen Elizabeth’s passing and, more recently, the earthquake in Turkey could dominate the news agenda, making all other news stories take the back seat. 
• Limited media space and resources: The media industry is highly competitive, and limited media space and resources are available. PRs compete with other PRs, organisations, and individuals for media coverage, and there may be insufficient space or resources to cover every story. 
• Newsworthiness: Timing is critical in PR. PRs must pitch their stories at the right time when journalists and editors are looking for newsworthy stories to attract their audience’s attention. It may not get covered if the timing is off or if the story isn’t newsworthy enough. Also, some stories may not be newsworthy enough to interest the media or the target audience.
• Credibility/Pedigree of client: If a client has a strong reputation, high profile, or established credibility in their industry or field, they may be more attractive to the media as a potential source for a story. Journalists and editors may be more likely to cover a story that features a reputable client or an expert in their field, as this lends more weight and credibility to the story. On the other hand, if a client has a poor reputation or is relatively unknown in their industry or field, it may be more challenging to secure media coverage. 

Some or all of the above factors make PRs shy away from guaranteeing media coverage to clients, but this is not where the story ends.

Paul Stollery of Hard Numbers says, “While you can’t guarantee coverage in a specific publication on a specific date, it’s perfectly possible to review factors such as a client’s news pipeline, agree on a media list, and tell them how much coverage they can expect on a quarterly basis. If you take a data-driven approach – and track all of your pitching through a CRM – you can do this with a high degree of accuracy.”

According to Paul,“ The idea that committing to levels of media coverage is impossible is a myth perpetuated by PRs who simply don’t like signing up to commitments.”

The truth is that there are guaranteed ways PR companies can increase the likelihood of media coverage by taking a strategic and targeted approach to their media outreach. PR companies can build strong relationships with journalists and position their clients as valuable resources for media professionals.

Media relations the Curzon way

At Curzon PR, our approach to media relations is focused on staying ahead of the curve, identifying opportunities for clients, and building thought leadership and credibility in their industry. By combining proactive planning and strategic thinking with a deep understanding of the media landscape and industry trends, we can help clients gain valuable media exposure and position themselves as leaders in their field.

Here are some ways we increase the likelihood of media coverage at Curzon: 

• Thought Leadership drives: Building thought leadership for clients involves positioning them as experts in their field and providing them with opportunities to share their expertise and insights with the media. This can include pitching story ideas or quotes to journalists, securing speaking engagements, and placing guest articles in industry publications. By positioning them as thought leaders, we can help clients gain visibility and credibility and become more attractive to the media.
• Newsjacking: Newsjacking involves leveraging current news stories or events to generate media coverage for clients. By monitoring the news cycle and identifying stories that are relevant to clients, we can help them to offer commentary or insights that are timely and newsworthy. This can help clients gain media exposure and demonstrate their relevance to current events.
• Forward Planning for Media Opportunities: Curzon’s approach involves planning ahead for media opportunities, including identifying key media outlets, building relationships with journalists and editors, and developing a calendar of upcoming opportunities. This can include identifying editorial themes, special issues, or seasonal events that are relevant to clients and developing story ideas or pitches that align with these opportunities.
• Monitoring Industry Trends: We monitor industry trends and changes in the media landscape to stay ahead of the curve and provide clients with strategic advice and guidance. By staying up-to-date on industry trends, we can identify emerging opportunities for clients, as well as potential threats or challenges.
• Competitor Analysis: We monitor competitors to stay informed about their activities and strategies, especially their media footprints. By keeping an eye on what competitors are doing, we can help clients to remain competitive and respond effectively to changes in the market.

By using data to inform our strategy and measure our results, we’re able to achieve tremendous success in building brand awareness, increasing media coverage, and driving business outcomes. You can read more in our Media Buyers Guide.

Let’s examine some more general steps that can help PRs increase their chances of securing coverage for clients:

1. Develop a compelling story: A compelling story is a foundation for any successful media campaign. PR professionals should work with clients to identify their business or industry’s most exciting and newsworthy aspects.
2. Build relationships with journalists: Relationships are a foundational principle in media relations, and it takes time and effort. Therefore, PR professionals should invest in building and maintaining relationships with journalists who cover their client’s industry.
3. Provide valuable resources: Journalists often seek expert opinions, data, and other resources to support their stories. PR professionals should work with their clients to provide relevant and valuable resources that can help journalists craft compelling stories.
4. Personalise your pitch: Generic, mass emails are less likely to catch a journalist’s attention. Instead, craft a personalised pitch that clearly explains why your story is relevant to their beat or audience. Highlight any exclusive details or expert insights your client can offer.

Overall, media coverage is just one tool in the PR toolkit and should be part of a larger strategy. By focusing on reach, key message inclusion, outlet reach,  engagement, and conversion, you can build a more holistic PR plan that drives real results and helps you to achieve your business goals.

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Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com