Securing national media coverage is a significant achievement that can elevate a brand’s visibility and credibility, providing unmatched exposure and opening doors to new opportunities. While national coverage can be a game-changer, it’s important to approach it strategically to ensure it aligns with your goals. Here’s a breakdown of essential factors for securing national media coverage and when other options might be more effective.

Timing is Everything

Timing is critical when working with all media, but it’s especially important at the national level. It’s not just about having a great story; it’s about delivering the right materials at the right time.

• Do they have time to get what they need? Journalists, editors, and producers work on tight deadlines, so securing coverage with a quick turnaround can be challenging. If you’re hoping for coverage next week but aren’t ready to provide a full package of assets, your story is less likely to get picked up.
• Have they run a similar story recently? Journalists receive an overwhelming number of pitches. While it may seem logical to contact a journalist who has covered your topic before, if your angle is too similar, they may pass. Instead, find a fresh perspective that builds on previous coverage.

Consistency is Key

Persistence (without being overbearing) is crucial when building relationships and securing media coverage.

• Follow-up matters: Journalists receive hundreds of emails daily, so don’t expect an instant response. When following up, be polite and highlight the timeliness or relevance of your story.
• It takes time: National stories often require months of planning and coordination. Be patient—some of the best features take time to develop.
  • For example, it once took me a year to get a story on air. I first contacted the show’s producer in April after months of preparation. We didn’t start taping until January, and the story aired in March.
• Be ready to move quickly: Conversely, some opportunities arise suddenly, and you must be prepared to act fast. Having a media kit or pre-approved quotes can make all the difference.
  • Once, a national producer saw my story on a local affiliate and wanted to air it that night. They needed additional footage and sound bites. This project overwhelmed our day but we were able to provide them with the video package just in time for the evening broadcast.

Relationships Matter More Than You Think

Building strong relationships with media professionals is invaluable. A great story alone won’t guarantee coverage.

• Invite producers to your events—don’t just pitch them: Invite journalists to your events without immediately asking for coverage. This helps build trust and shows them your work firsthand.
• Be transparent about what you can deliver: If a journalist requests materials, set clear expectations. Overpromising and underdelivering can harm your credibility.
• Even strong relationships don’t guarantee coverage: A journalist must assess if your story fits their editorial and audience needs. If they say no, don’t take it personally—another opportunity may arise in the future.

When National Coverage Might Not Be the Best Fit

While national media exposure offers broad reach, it isn’t always the most effective option for every client or brand. Here’s why:

• Millions of views—but is it the right audience? National outlets like Good Morning America or NBC Nightly News reach millions, but if your brand is hyper-local or niche, a more targeted approach may yield better results.
• Local or trade publications can provide more value: Specialized or regional media outlets often engage audiences who are genuinely interested in your client’s offerings, leading to more meaningful conversions.

Looking to develop a winning media strategy? NP Strategy’s media team can help you secure the right coverage to maximize your impact. Contact us today to learn more!

What first comes to mind when you think of government relations? Building relationships. Rubbing elbows. Connecting clients to government officials or elected representatives. Achieving policy goals for clients.

What about public relations? Shaping the narrative. Managing a crisis effectively. Generating company or organization awareness. Influencing public opinion.

Some of these objectives or tactics sound similar. That is because they are. But each profession brings its unique approach and perspective to the table.

When you pair your government relations efforts with strong public relations, you dramatically increase your clients’ ability to achieve their goals and set them up for long-term success.

Here are five tips on how government relations and public relations teams can work together to achieve success for clients:

1. Align Messaging: Ensure that your government relations and public relations teams are singing from the same sheet of music. When these two teams are aligned on messaging and delivering it through their unique mediums – the message is amplified and becomes even more impactful.

2. Agree on Stakeholders: Agree on who needs to hear from your organization. Who will the government relations team connect with? Who will hear from the public relations team? Coordinating your approach to stakeholders makes sure no key audience is left out.

3. Leverage Networks: Government relations professionals know elected officials, department liaisons, and political consultants. Public relations teams know the media, social media influencers, and government communications professionals. Leverage each network to ensure the best outcomes.

4. Outline Tactics: Like messaging and stakeholder engagement, know when, where, and how you are going to communicate important messages. The theme here is coordination. If someone decides to diverge from an agreed-upon strategy, the entire plan can be put in jeopardy.

5. Trust One Another: Perhaps the most important tip- if government and public relations teams are aligned on message, tactics, and stakeholders there should be no reason not to trust one another. Everyone wants to achieve success and it’s important to build relationships with one another that instill trust

When applied correctly, there is not a more powerful one-two punch combo than a coordinated government relations team working side by side with a professional public relations team.