Cooking is an art that relies on combining different flavors, textures and spices to create a cohesive and delicious dish. A chef knows that the process takes time—flavors need to develop, and ingredients must complement one another to achieve balance. There’s an unwritten method behind it all, and understanding how each ingredient works together is key to crafting a masterpiece. The reward comes in that first bite, savoring the effort and precision that went into creating the meal.
Public relations, particularly securing valuable media coverage, follows a similar process. Just as a dish doesn't come together instantly, meaningful coverage takes time and careful preparation. Today, we’ll break down the essential “ingredients” of media relations and outline the steps to set realistic expectations with clients for a successful outcome.
Educating Clients on Media Landscape Realities
The first step in managing expectations is to provide a clear picture of the current media environment. Today's media landscape is highly competitive, with limited real estate for stories. As we've seen in recent years, factors like rapidly changing news cycles, evolving editorial preferences, and the sheer volume of pitches journalists receive can significantly impact coverage opportunities.
In our experience, it's crucial to help clients understand that securing coverage is not just about having a good story—it's about having the right story at the right time for the right audience. We work closely with our clients to identify these optimal moments and craft narratives that resonate with journalists and their readers.
Emphasizing Building Long-Term Relationships
While the thrill of a big media hit is undeniable, we encourage our clients to view media relations as a marathon, not a sprint. The journey to significant media attention often begins with getting on the radar and building trust and authority over time.
Coverage isn't a one-time event. Setting realistic goals for consistent, long-term media relationships can be more valuable than a single, big placement. We focus on building genuine relationships with key journalists in relevant beats, consistently providing value through insightful comments, data, or expert opinions, and positioning our clients as go-to sources for industry insights. This approach increases the likelihood of coverage over time and enhances the quality and depth of that coverage.
Celebrating Different Forms of Coverage
The tech media landscape has changed dramatically over the last decade. The decline of traditional media, the increasing power of social media, and the fragmentation of media channels have raised the bar for companies and agencies. Marketing executives told us about their concerns about navigating this new world while staying on message and driving toward their business goals.
While a full feature story in a top-tier publication is always exciting, other forms of coverage can be equally valuable. From mentions in industry roundups to quotes in trend pieces or guest columns to podcast appearances, there are many ways to contribute to brand credibility.
Showcasing Our Commitment to Client Success
At Treble, we're not just about securing coverage—we're about creating meaningful opportunities that align with our clients' broader business objectives. Our media outreach strategies showcase our clients’ unique value propositions, optimize visibility in target markets and among key stakeholders and ensure a true authenticity and relevance in the stories being told.
Sometimes, the approach may seem counterintuitive. In an uncertain market, it often pays to go on offense to carve out greater market share and an increased share of voice.
Conclusion
Just as a chef relies on the right ingredients and precise execution to create a perfect dish, PR professionals depend on a robust process to secure meaningful coverage. We work collaboratively with our clients, much like a chef leads their kitchen brigade, orchestrating the tools and strategies to deliver results. By setting clear expectations and fostering long-term relationships, we ensure that each campaign, like a carefully crafted meal, satisfies the appetite for success.
At Treble, we believe that transparent communication and strategic planning are vital to navigating the complex world of modern media relations. By aligning expectations with realities and opportunities, we help our clients build strong and lasting media presences that contribute to their overall business success.