In this era of viral moments and social media conversations, your brand has to be buzz-worthy. Editors are always looking for stories that are timely/trendy, unique and relevant to their audience. But how do you keep your brand in the spotlight when you don’t have anything new to share? Let’s break down how to make your brand newsworthy and exciting to journalists.
Focus on thought leadership.
New launches and cool brand collabs are always relevant story angles – but what happens in between those major moments? This is the time to get creative and make your own news story. One new tactic you can explore is thought leadership opportunities. Thought leadership is a great way to establish brand credibility, whether it’s through profile stories about your business, speaking at industry events or sharing your expertise in business publications. Thought leadership moments don’t always need to be on a national level; local media profiles are also a great way to share your founder story and connect with your local audience.
Jump on social media trends.
Social media isn’t just a source of entertainment; it’s also a great way to find new story angles. Editors and journalists are always aware of what’s trending, so research social media trends and find ways to plug your brand into the conversation. For example, if you’re a skincare expert, you can pitch a story about your favorite sunscreen product recommendations for the summer. A makeup brand could develop a story about how to use their products to achieve the latest viral makeup trend. Capitalize on what’s trending to keep your brand relevant in the media.
Look for national holidays.
When building your brand marketing plan, look for specific holidays that your brand can relate to. For example, a BIPOC business owner could pitch founder profiles around Black Business Month or AANHPI Heritage Month. A candle company could pitch shopping stories for National Scented Candle Day. A bakery could create an exclusive dish for National Chocolate Lovers Day or National Croissant Day. These fun holidays can help you create timely stories that excite both journalists and customers. Holiday gift guides are also important to include in your public relations strategy, as writers tend to feature products for Valentine’s Day, Black Friday and Christmas shopping stories.
Create brand experiences.
Don’t wait for news to happen – create it yourself! Experiential marketing is a great way to keep people talking about your brand. For example, a CPG brand could create a fun snack station at a major music festival. A beauty founder could partner with a popular esthetician to host a pop-up facial bar. A florist could have a “build your own bouquet” party for Mother’s Day. There are endless opportunities to excite your target customers with brand events and activations.
Our final thoughts
It can be tough to secure media coverage when your brand doesn’t have new things to share. But the best public relations agency will get creative to make your brand relevant and newsworthy. If you need a PR team that has a deep understanding of media relations, book a free consultation and get your brand in the spotlight!
About Rani Public Relations
We are Rani Public Relations, a boutique PR agency for fashion, beauty, lifestyle and interior design businesses. Powered by a decade of passionate PR experience and heart-centered storytelling, we turn startups into standout national brands.
