Generating publicity for your brand, be it a start-up, SME or large-scale enterprise, is always a good idea. There are many different ways that you can put your business’ name in the public eye, but arguably one of the best methods is where the publicity is organic (i.e. it’s not an advertisement that you have paid for).
Why? Because people are more inclined to trust what is presented to them naturally. According to Nielson, 92% of people trust recommendations that are put to them by friends and family, while just under half of global consumers say that they trust newspaper and television ads. We can assume the latter is less, because people know that the advertisements are paid for and therefore the trust signals are not as strong. However, when your brand is at the forefront of the media from earned publicity – not an ad – it would be fair to suppose that this is likely to be not only more engaged with, but perceived as more reputable too.
This is, by definition, media relations – a type of PR (Public Relations) service that we offer here at the Source PR. Getting publicity for your brand and achieving that trust from potential consumers isn’t an easy job, which therefore makes it all the more worthwhile and rewarding when great coverage is achieved.
You can get publicity for your brand in many different ways, including:
- Show good community engagement
- Promote new product and service launches
- Give stakeholders an interesting story
- Provide statistics that make an engaging article
- Offering expert commentary to newspapers where relevant
We’ll expand on these methods below.
5 Ways To Get Publicity For Your Brand
There are a plethora of methods you can use to generate publicity, we’ve decided to explore our top five favourite tactics.
Show Good Community Engagement
Building a brand reputation is as important, if not more important, than generating direct coverage for your business. Appearing in the media with product and service launches is great, but to create a brand image that will be more beneficial in the long term, you need to show your stakeholders what you’re all about. Is there something you can do as a business to support the environment, for example? Or perhaps even a local charity or organisation? Newspapers love positive stories, especially regional titles, so if there’s something you can do to create these optimistic stories (all the while building prolific CSR for your business) then you should do it – then be sure to tell the right journalists about it too so they can spread the word and generate publicity for you.
Promote New Product And Service Launches
One of the most straightforward ways of getting publicity for your brand is through promoting new product and service launches. However, media titles – both nationals and regionals – can’t cover every single launch. So, you need to make yours stand out. What can you do to make the press interested in your product or service? Perhaps you could create a bespoke launch event or thinking of an imitative way of boosting your new product, such as donating a unit for every unit sold, for example. It’s always a good idea to send your target journalists a sample of your product or service too, they’re more likely to write about something if they know it’s of a good quality.
Give Stakeholders An Interesting Story
You can attract media coverage for your business if you can provide newspapers with an interesting story that they’ll want to cover, that also ties in with your brand. For example, do you have some interesting insights from your business (has a certain product seen more sales since UK lockdown) that you can share? You can test an idea out by creating a headline from your story and then asking friends or family if they’d read the article, if they’re interested, then there’s every chance a journalist will be too – so it’s well worth having a go at pitching.
Provide Statistics That Make An Engaging Article
If you don’t have internal data to share you can also produce external statistics that media titles may be interested in. Could you run a study that runs parallel to the services or product that your business provides, and then sell that in as a story? You can run paid-for surveys on platforms such as YouGov, or perhaps you could conduct desk research and analyse trends to provide a great set of data that newspapers may want to write about.
Offering Expert Commentary To Newspapers Where Relevant
And finally, another of our favourite ways to get publicity for brand is to give the media expert comments where relevant. If you’re a spa venue, for example, and a journalist is covering wellbeing tips to conquer stress – is that a topic you can offer extra insight to? Many writers often welcome tips and opinions from qualified people as it makes their pieces stronger, so all you have to do to generate coverage for your brand is identify these opportunities, and then be on hand to provide a comment if the journalist wants one. Often too, as these comments are provided out of goodwill, a journalist may also provide you a backlink to your website which’ll count towards improving your SEO performance. Great at attaining media coverage, high-quality backlinks and building up corporate and individual reputations, generating publicity through expert commentary is certainly a tactic we love here at The Source.
Getting Publicity For Your Brand – It’s Not Easy!
These are just a few of our favourite tips for generating branded coverage, there are a whole host more that can be filtered into your PR strategy. If you need help in making the magic happen for your business, then please do give us a call on 01829 720 789 or contact us here for a free consultation.