Maximizing your Company Announcement: A 3-Step Process to Keep the Media Momentum Going
A strong news pipeline is a critical component of any public relations campaign. Major company announcements like executive changes or new products, services or customers can be great inflection points for generating earned media coverage - but the interviews and articles shouldn’t stop once the press release crosses the wire. Rather, businesses should view these announcements as launching pads for sustained thought-leadership campaigns that keep the media momentum going.
Our media relations teams utilize a 3-step process to secure continuous media coverage that lasts past the initial news announcement date.
Step 1 – Be aggressive from the start
A hard news hook is always the best entry point into top media outlets, so make a big push with any company news release. A new CEO or law firm practice group, a big lateral partner hire or a big grant announcement can open a lot of doors with reporters. PR teams should mobilize quickly, researching the most influential reporters and aggressively pitching to key outlets with the goal of securing news briefs, press release pickups and breaking news articles.
Step 2 – Launch a thought-leadership campaign
Fostering the reporter relationships you built with the first announcement is critical for continued media success. Keep the communication going by offering expert commentary and analysis on breaking news from your CEO or firm’s partners. To produce a steady stream of top tier national coverage, our media relations teams employ newsjacking techniques that require a constant pulse on the news cycle and insightful thought leaders. With a myriad of experts on a variety of policies and regulations, law firms are the perfect organizations to implement this type of media relations program.
Step 3 – Extend your media outreach
Editorial staffs are shrinking and many print and online outlets are hungry for contributed articles and guest commentary. This is especially true at industry media outlets. Trade publications also offer highly-targeted audiences, allowing companies to put their message right in front of prospective buyers and partners. Contributed content written in an unbiased, non-promotional, journalistic style can be a very powerful vehicle for your organization’s message.
News happens 24/7, anywhere in the world. That’s why, when the right moment strikes, having a strong outreach strategy (and close reporter relationships) in place is the key to sustaining media momentum.