Be intentional with your approach.
Even as popular media channels change, strong strategies are still about finding the best avenue to highlight a spokesperson’s voice and tell a story in the most appropriate way.
“There’s so much out there now that we need to be really intentional in who we’re trying to reach,” Danielle Hughes, vice president of communications at BODYARMOR Sports Nutrition, said during Ragan’s PR Daily Conference. “It’s really important to stick to the basics, similar to traditional media, when building out the PR playbook.”
Hughes outlined an enhanced version of the basics, sharing how PR pros can take what they already know and apply it to today’s media landscape.
- Start with a clear objective, understanding the audience: What is the goal of the story and who is the audience? This has to be the number one priority, Hughes said. Goals could range anywhere from impressions to sentiment, but it must be clear from the outset. Focus on what data shows from past campaigns and look for patterns in what worked and what didn’t. This can help inform the approach.
- Highlight what sets you apart: New media, like traditional media, aims to stand out and share content that’s interesting. “What unique asset do you have that makes the story more compelling?” Hughes said. If a brand is working with a YouTube creator, it’s critical to show that creator how your story is going to improve their channel. “Do you have a spokesperson? Do you have an exclusive story? Do you have access to a moment? What do you have that is going to make them cooler?” she said. Research channels, podcasts and people to see what they’re already talking about and how your story could enhance their coverage. Present your ideas with clarity and an angle for why it works for that avenue.
- Collaborate effectively: Approach media strategies holistically by connecting the PR team to the marketing and social teams. See where there are opportunities for overlap and coordinated efforts. “Push your client team or your brand team to leverage every media you can access,” Hughes said. Boost campaigns on social media, through emails and on websites, and collaborate internally to build out a strategy together. This could also work in tandem with paid media opportunities, she said. “Talk to each other because there might be avenues available to you that you don’t even know about. Collaborating with cross-functional team members will be really, really important here,” she said.
Finding the right medium is about striking the right chord with the right audience with a clear goal.
“Start small,” she said. “Start with a really low-key podcast or Substack. You don’t have to go for the really shiny thing. When you start small, you will continue to learn and grow.”
To learn even more tips for media outreach, head over to view this presentation and more at Ragan Training here.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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