A PR Pro’s 5 Keys to Media Visibility
TaleSplash works with emerging brands that are making the world healthier, cleaner, and safer. Our team is made up of women, many of whom have been working in PR for multiple decades. We’ve supported companies across women’s health, AI, climate tech, and many other industries with expert voices in different trades.
Since the pandemic, we’ve learned a lot about the evolving media landscape. Some of these changes were already underway, but the shift to virtual communication has accelerated the way brands and journalists interact. So much of the relationship between media and brands now happens online and there’s been some really great innovation that’s become the new norm.
Here are five key lessons we’ve learned about gaining media visibility in today’s landscape:
1. Understand the Importance of Timely News Cycles
As much as we want to believe that our brands have interesting stories and our products and services are wonderful, that’s not enough to get a reporter to write about you. There needs to be a timely reason—specifically a hook—for them to tell the story.
Ask yourself: Are your products or services relevant to a specific time of year? If so, you want to get ahead of that season by reaching out to the media at least one to two months in advance.
It used to be that for print magazines, gift guides for the holidays were planned in the summer, even though they ran in November or December. While that’s changed in the digital era, longer lead times still apply for seasonal topics.
For example, if you have a product or service that’s relevant for Mother’s Day, summer travel, or other seasonal events throughout the year, you’ll want to backtrack at least a couple of months and plan when to begin reaching out to reporters to let them know about your product or service well in advance of that season.
2. Pay Attention to the News Cycle and Pop Culture
One dynamic that has changed in the last five years is how quickly the news cycle changes.
Journalists are covering the same trending stories you're seeing on social media and in pop culture. If something in the news aligns with your product or point of view, that’s a great opportunity to pitch a story or get quoted as an expert.
This is also a smart way to follow up with journalists you've contacted before. Instead of just saying, “Hey, following up,” or “Checking in,” offer something timely and relevant like: “I saw the trend about teens going to Sephora—I actually have a product they’d love,” or “I have an opinion on this viral topic and would love to contribute.”
Making the connection between your products and services and what’s in the news cycle, pop culture, and social media while using a timely hook will make your brand more likely to get coverage.
The news cycle is always trying to keep up with what's viral on social media or has become a part of the zeitgeist in social media, so really think about how you fit in.
3. Find Journalists Where They're Already Looking for You
Reporters are getting very clever about sourcing experts and products for their stories.
There are many different ways you can get on their radar. There are platforms you can sign up for to offer your products for free, which journalists can request to review and have shipped to them. There are also platforms where they can request an expert for a very specific story with a short deadline—maybe they need a quick set of tips or a response to a particular question, or they’re writing their story that day and need answers right away.
That’s something that’s really powerful and can lead to national media outlets. There are also really clever ways—like journalists using platforms such as Substack newsletters and social media to post specific needs they’re looking to fill. They often get a lot of responses. We see this across LinkedIn, X, and also in individual newsletters that some of these journalists are publishing.
4. Strengthen the PR-Social Media Connection
Another powerful tool we’ve seen emerge is the connection between PR and social media. Before, when you got coverage, the next step was to share it on your social channels, which is still very much the case. When you do that, thanking the reporter and tagging the outlet is always appreciated and goes a long way.
Now, reporters are also paying attention to how many social media followers you have. Sometimes, that can even be a deciding factor in whether they include you in their stories. You don’t need a certain number of followers to start working with journalists, but if you do have a strong following, it’s an asset, so be sure to mention it when you’re reaching out.
5. Don’t Underestimate the Power of Podcasts
The other medium that’s really grown and also cares about your following is podcasts. Podcasts just continue to blow us away because of how many podcasts there are for every niche out there.
When you land an interview on a podcast, it becomes powerful social content. You get promotion from the podcast itself, and you can also promote the episode across your own social channels. Because it’s often visual—with video as part of the interview—it tends to be highly engaging on social media. We love podcasts for that reason. They offer broader reach than just a traditional article. It’s a visual medium where people can see your clips, watch you in action, and spend more time hearing from you. Most episodes run thirty to sixty minutes, giving you the opportunity to build brand trust and educate your audience about your expertise, products, or services in a much more generous and in-depth way than a single quote or article allows.
All of these things are important to understand as you learn what’s going to be most impactful for you and your brand.
PR takes time. It's not an overnight thing. You have to put a strategy in place, try things, test things, see what works, and follow the kinds of news cycles you’re relevant for. Spend time identifying the mediums you’re most comfortable with and keep learning and doing more of what’s working.
Book some time with us, and let us help you make a splash! 🌊
