PR for Media Companies: Strategies for Audience Engagement and Brand Awareness
Today’s media industry is a battlefield where the war for audience attention is fierce and relentless. A staggering 153 channels were ranked by Nielsen in 2023 across basic cable, broadcast networks and premium television, all competing in a fight for viewers which has never been more challenging (Source: https://www.indiewire.com/news/analysis/every-tv-channel-ranked-by-viewers-2023-1234935549/) . Moreover, this figure doesn't include the myriad of national and local newspapers, radio stations, digital news sites and podcasts that continue to add to the overwhelming number of outlets vying for viewers and readers. In such a crowded space, how can media outlets stand out, engage audiences effectively, and ultimately thrive?
The Power of PR in Media
In this increasingly competitive market, impactful public relations (PR) strategies are critical for media companies aiming to elevate their brand awareness and engagement. Effective PR strategies can enhance an outlet's visibility among consumer audiences and drive ratings. Crucially, this builds awareness and trust among media buyers in turn. PR efforts that increase brand familiarity make it easier for sales teams to transition buyers from cold calls to warm introductions, laying the groundwork for fruitful partnerships, additional advertising opportunities, and increased revenue generation. But how can media outlets harness the power of PR to gain exposure and build a reputation that facilitates this process? Here are some strategies:
The Importance of Frequency in Publicity Campaigns
A successful publicity campaign hinges on frequency. Regular brand exposure through diverse channels ensures that a media company remains top-of-mind for its target audience. In other words, when consumers encounter a media brand or, content frequently, they’re more inclined to prioritize that company as a primary source for news or information. This serves to build a captive daily audience of viewers and readers.
Leveraging Staff Expertise
Promoting staff as expert sources is a powerful way to gain visibility. When a media outlet breaks a significant story or secures an exclusive interview, that story can be leveraged to generate attention from other media. For example, Lenny Bernstein, a health and medicine reporter at the Washington Post, appeared on MSNBC during the early days of the pandemic. Bernstein leveraged this visibility to discuss his reporting on the healthcare system and the impact of COVID-19 on ICU doctors, significantly boosting both his and the Washington Post's reputation in health and medicine journalism.
Showcasing Exclusive Content
Another effective strategy in building exposure and reputation is to promote exclusive, high-value content. In-demand stories and data that are proprietary to a media outlet may subsequently be reported on by others with attribution to the original source. USA TODAY, for example, conducts a weekly USA TODAY Sports Men's Basketball Coaches Poll during the NCAA college basketball season. This poll is regularly cited by outlets covering collegiate sports, enhancing USA TODAY’s recognition and prominence in sports reporting. Such initiatives not only expand the reach of a brand, but also position the outlet as a leader in providing unique, valuable content.
Conclusion
In today's media-saturated world, standing out requires strategic effort and innovative thinking. By employing PR tactics effectively, media companies can enhance brand awareness, connect more deeply with target audiences, and secure a competitive edge in the industry. Through frequent exposure, leveraging staff expertise, and promoting unique content, media outlets can emerge successful in capturing and retaining audience attention, and thrive within today’s challenging digital landscape.
The modern media industry faces many challenges. Capturing audience attention is amongst the top of the list. Today’s media landscape is overly crowded. As of 2023, there are 153 channels ranked by Nielsen, which includes basic cable channels, broadcast networks, and premium TV channels (source: https://www.indiewire.com/news/analysis/every-tv-channel-ranked-by-viewers-2023-1234935549/)
In addition, there are newspapers (national and local),radio stations, digital news sites and podcasts, bringing the total number of outlets into the thousands.
As the digital landscape changes the way audiences get their news and entertainment, media are faced with an ever growing competitive market.
Public relations can play an impactful role in elevating brand awareness, or an audiences’ familiarity with a particular outlet. This can in turn help with audience engagement and ratings, which plays a key role in revenue generation. Additionally, it can build brand awareness within key audiences of media buyers, in turn helping a sales team turn cold calls into warm introductions.
Frequency is a key aspect of a successful publicity campaign for media companies. There are a number of ways to achieve this. For example, media can promote their staff as expert sources. When an outlet breaks a story or lands an exclusive interview, there are opportunities to promote the reporter who wrote that piece to discuss the story on network TV. Lenny Bernstein, health and medicine reporter at the Washington Post, appeared on MSNBC in the early days of the pandemic to discuss their reporting on the healthcare system and impact of covid on ICU doctors.
Additionally, media can explore promoting proprietary data to highlight unique consumer insights. USA Today, for example, releases a USA TODAY Sports NCAA Men's College Basketball coaches poll is conducted weekly during the college basketball season, and is regularly sourced by outlets covering collegiate sports. This added coverage is an important brand building exercise for USA Today, which helps to build the newspaper’s recognition and prominence in sports reporting.
