Achieving top-tier media coverage is a key goal for B2B tech brands aiming to elevate their market presence and assert differentiation. Whether it’s an op-ed piece in a national title, or an in-depth thought-leadership article in industry media, featuring regularly in publications that your target audience reads is important to build your brand’s reputation, foster trust with stakeholders, and drive business growth and success.
However, the landscape of media outreach is complex and time-consuming. Journalists are up against tight deadlines, filtering through hundreds of emails a day to find the perfect story. Securing media opportunities in a competitive industry can be difficult, even if you’ve done thorough research on pieces a journalist you’re trying to reach has covered in the past. Even if your content offers a unique viewpoint on a trending topic. And despite your pitch having an eye-catching headline. So, what is the best way to ensure successful media outreach?
The right tools and strong relationships – the winning duo
While media intelligence platforms like Gorkana and Roxhill have long been the secret weapons of PR professionals, the absence of such resources can create a significant barrier to achieving media milestones. Without access to comprehensive databases, real-time insights, and journalist contact information, even the most compelling pitches can fall on deaf ears.
Most importantly, however, to ensure a steady stream of impactful media opportunities, you need deep-rooted relationships with journalists, analysts, and influencers. Although they are inundated with pitches and press releases on a daily basis, having a pre-existing relationship can significantly increase the likelihood of your content being noticed and considered for use. Having a rapport with journalists helps you to gain valuable insights into what topics resonate with them, the formats they prefer, and the types of stories they’re currently working on, ensuring successful placements.
These relationships can also open doors to collaborative opportunities beyond traditional media coverage, including co-creating content, participating in industry panels or webinars, or research projects. By working together, you can amplify each other’s reach, leverage each other’s expertise, and create mutually beneficial outcomes that extend far beyond a single media placement.
Refine your content strategy
Crafting a compelling story that resonates with both journalists and your target audience is key to capturing media interest. At the core of your content strategy lies the concept of defining a single-minded proposition (SMP) and supporting messaging. This involves honing in on the key positioning you want to convey and ensuring consistency across all communications. A clear and concise SMP serves as the foundation upon which the media outreach efforts are built, guiding the creation of narratives that are impactful and memorable.
Armed with SMP and key brand messages, it’s important you identify areas where your brand has unique insights or expertise and leveraging these to add value to the conversation through unique perspectives. By focusing on topics that align with your brand’s strengths and interests, you can position yourself as a credible voice in your industry, increasing the likelihood of media coverage.
Make an impact in the media landscape
Achieving top-tier media coverage requires more than just luck – it needs a strategic media and content approach, access to the right tools, and a team of seasoned experts with the right relationships dedicated to your success. By partnering with a performance PR agency that understands your industry, embraces best practice, and prioritises results, you can fast-track your growth and position yourself as a thought leader in your field.
With over thirty years’ experience in B2B Tech PR, unrivalled relationships with journalists and analysts, and a dedicated content team, our Whiteoaks’ experts leave no stone unturned when it comes to securing impactful media placements. With a focus on measurement, we’ll provide you with valuable insights into audience engagements, campaign performance, and ROI to demonstrate clear value of coverage to stakeholders.
So why settle for mediocrity? Choose performance PR and watch your brand soar to new heights.
