One of the best ways a company can gain awareness is visibility in the media. Public Relations and media coverage has changed over the years which is good and bad. The bad is there are less reporters, which means they have to shift through a lot more information and have limited time to write a story. The good is that publications are much more open to submissions.
Another thing to keep in mind is that press releases are not always warranted, sometimes a targeted pitch to the right reporter and publication is the best approach. So don’t waste your time writing up a press release when you can reach out with a story idea.
The best tip I can give you is to create a PR calendar that maps out story ideas, publications to target, reporters to reach out to and a timeline. If consistent media coverage is your goal, then you need to mine for stories within your organization but also create your own news.
Download the PR calendar template here. The first line is an example on how to fill out the calendar. If you have questions, please don’t hesitate to reach out to me via firstname.lastname@example.org.
Be sure the stories are relevant to a wide audience and solve a problem.