Stop giving in to coverage for coverage’s sake

In the world of PR, media coverage often represents validation. However, it’s easy to fall into the trap of pushing out content for the sake of filling space, rather than creating stories that genuinely resonate with the media and their audiences. The reality is that not all content deserves coverage, and chasing exposure for its own sake can undermine the effectiveness of a PR campaign.

Why Isn’t My Content Getting Coverage?
You’ve put together a pitch, crafted a compelling story, put it on the wire, and… nothing. It’s a familiar frustration, but the reasons for silence on the other end of your press release might be more straightforward than you think:

Too Much Self-Promotion: Does your pitch read more like an advertisement? Journalists are not interested in content that sounds like a sales pitch – they want stories that serve their readers, not your brand.
It’s Not Newsworthy: Just because it’s news to your company doesn’t mean it’s newsworthy to the public. Your content should offer fresh insights, address a current trend, or solve a relevant problem.
The Angle Isn’t Clear: It’s not up to the journalist to figure out your story’s angle. Successful pitches make it easy for reporters to see why the story matters now.
The Topic is Saturated: Make sure your story doesn’t feel like a rerun, because it’s hard to stand out and catch a journalist’s eye when themes are overdone.

Branded vs. Editorial Content: Understanding the Difference
To improve your chances of securing coverage, it’s crucial to distinguish between branded and editorial content:

Branded Content: It’s About You.
This type of content is created to promote a brand’s products or services and typically lives on owned channels like blogs or social media. While branded content can inform or entertain, its primary goal is to drive brand awareness and/or sales. Expecting this type of content to get traditional media coverage is unrealistic, as most journalists steer clear of anything overtly promotional.
Editorial Content: It’s About the Story.
Editorial content is driven by storytelling and relevance to the publication’s audience. It aims to inform, engage, or provide a fresh perspective without pushing a particular product. To fall into this category, your pitch should prioritise the story’s value over the brand’s promotion. Think of your company as a supporting character in the narrative rather than the star.

How to Transition from Branded to Editorial Content
To increase the chances of your content being picked up by media outlets, consider these strategies:

Tell a Human Story: Use real-life examples, case studies, or human experiences to make your content more relatable. A story about people and their challenges is far more engaging than a straightforward company announcement.
Offer Data and Insights: Journalists appreciate data that provides new angles on a topic. Proprietary research or unique statistics can elevate your pitch from a standard press release to something of real value.
Position Your Brand as a Thought Leader, not a Salesperson: Focus on sharing industry knowledge, discussing trends, or exploring challenges rather than promoting your products. This approach positions your brand as an expert rather than just another vendor.
Connect to Larger Trends: Tie your story to broader industry trends or societal shifts. Showing how your content fits into a larger narrative increases its newsworthiness.

Coverage as a Means, Not an End
Coverage should serve a purpose beyond just tallying mentions. The goal is to contribute meaningfully to your industry’s conversation, build media relationships, and create stories that resonate. Before crafting your next pitch, ask yourself: does this story deserve coverage, or am I just hoping it does?

Making this shift can be the key to achieving coverage that counts, not just coverage for coverage’s sake.