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Vivian Li/李雯雯

PR Manager/公关经理

Tel:0086 010 83907451


6 steps to grab meaningful media coverage

Clients may tell you that they want exposure in certain publications because they are the “mainstream” publications that everyone reads.

Everyone but their audience, that is.

As PR professionals, we are continuously asked to generate exposure for clients, their products and services as well as their views on topics relevant to their businesses. Clients have access to myriad media outlets online and when clients Google a story in a particular publication that even mentions a topic or theme relevant to their business, they assume that outlet is a perfect fit for their messaging.

However, that’s not always the case, and it can be a waste of time and money if pursued. PR pros must help clients decide on cost-effective options to deliver their key messages to the right audience.

Here are six steps for getting media coverage that matters:

1. Have a game plan. Putting a media strategy in place that consists of themes, messages and audiences can keep a organization’s outreach focused.

Without one, business owners and brand managers can drift away from goals and objectives, which can result in media exposure that does not help support its larger marketing strategy.

2. Stick to three key themes. There are thousands of media outlets out there covering topics ranging from healthcare to how to change a light bulb.

Focus on no more than three themes that your organization's team is passionate about, and do some research on what has been done on similar topics. If you have something different to say, it may be a good time to pitch your story.

3. Determine your target audience. Now that you have your themes and have researched similar stories, who is your audience, and why will they care about what you have to say?

This step sometimes gets lost in a media strategy, and brand managers may lose sight of the goal. Although a particular publication has a circulation of more than 100,000, how many of those readers will buy or be interested in your products or services? Start with smaller, focused trade publications that target your audience will give you better “bang for your buck” in the long run.

4. Build relationships. Successful PR pros are familiar with the media outlets and the reporters they contact.

Research journalists and see what stories they’ve done, what their interests are and how they are relevant to your organization. Offering reporters your expertise as a source for stories is essential for long-term results.

5. Monitor the results. Take note of any changes in website traffic, calls or emails as a result of media coverage. Try to determine what calls or emails are a result of an article so you can keep track of media outlets that reach your audience.

6. Don’t forget social media. Once you have media coverage and have reached your target market, share that coverage on Twitter and LinkedIn, or as direct mail through software such as Constant Contact.

Though obtaining media coverage for your organization may look good, getting media coverage that conveys your organization’s key messages in a media outlet that reaches your audience is priceless.


Vivian Li

PR Manager

Tel: +86 010 8390 7451

Mobile: +86 13041030670