Relevance. You not only need it to secure media coverage, you need it to grow your media coverage. PR professionals must be expanding in relevance for their clients all the time.
It’s easy to see how your organisation or message is relevant to the media at face value, on the surface. But a good PR professional will be great at thinking outside the box.
Take a moment to consider how your organisation or client’s mission, message or story could be relevant in multiple industries, on multiple platforms and across multiple issues.
One of my clients has a focus on chronic disease. They work to assist people living with a specific type of disease, communicate with the public about steps to prevent the disease, and advocate to see further funding and commitment to those affected nationally in Australia.
Their message and mission is relevant in the medical industry, and for media stories about that specific type of chronic disease. But what if we took a leap for this client to expand their relevance?
For example - a chronic disease is defined as a disease that lasts three months or more. Chronic diseases are prevalent and peristent globally - which means the messages and stories this organisation can produce for the media are prevalent and relevant globally.
We don’t have to narrow the media stories, announcements and press releases for this client specifically to the disease they represent. In fact, we need to become great at expanding their relevance to ensure greater media coverage for their cause and key messages.
We can produce stories about healthy lifestyles for this client, comment on global disease progress, analyse breaking medical news on any type of chronic disease, and position the client to become a leading commentator on issues for patients affected by all types of chronic disease - not just the specific one they represent.
A major focus of a good media strategy has to position the client well - and a good PR professional will know how to make them, and their messages, relevant on a range of platforms and range of issues.
If you dig deep enough and find multiple angles for relevance - a good PR professional can produce several stories weekly that get clients and organisations in front of a range of different audiences, promoting their messages and securing endless coverage.
*If this blog post helped, drop me a line at firstname.lastname@example.org to say hi! You can also grab a free copy of my Public Relations Plan Template, tried and tested internationally for over a decade. What are you waiting for? Upscale your media coverage today!
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