Video isn’t “nice to have.” It’s the format people expect.

If you’re serious about building visibility, driving engagement, or strengthening relationships, video needs to be a core part of your communications strategy.

Here’s what matters now—and how to make video work harder for you:

1. Connection Beats Content

Forget one-size-fits-all posts. Video creates moments. Whether you’re recapping a groundbreaking event, announcing news, or spotlighting your clients and team, video gives people something to connect with emotionally. That connection drives action—RSVPs, inquiries, shares, conversations.

2. People Trust What They Can See

Faces. Tone. Body language. These things don’t come through in a press release. Video adds context, personality, and credibility. If you’re building public trust or trying to shift perception, there’s no better format.

3. Visibility Starts with Engagement

Search engines and social platforms prioritize video because people engage with it more—and stay longer. Even simple clips can help your message travel further and give your digital presence more weight. This will help boost your SEO.

4. Clarity Wins

Need to explain a process, walk through a new tool, or showcase a result? Do it visually. Educational content performs well because it gives your audience something useful—and they’re far more likely to retain what they’ve seen than what they’ve skimmed.

5. Short-Form Isn’t a Trend, It’s a Shift

Reels, stories, and shorts aren’t just for consumer brands. They’re now a standard for how everyone consumes information. If you can distill your message into a series of 15-30 second videos, you’ll stay relevant—and accessible.

Want to Get Video Right?

If your team is ready to integrate video into your communications strategy, NP Strategy’s video team is here to help. We specialize in creating thoughtful, high-quality content that aligns with your goals—and respects your audience’s time.

Let’s talk about how to make it work for your next initiative. Learn more here.

You know the phrase, “You catch more flies with honey than vinegar?” It’s a cliché for a reason—and one that applies perfectly to your relationship with the press.

After nearly two decades in journalism, government relations, and strategic communications—including more than 15 years as an investigative reporter and anchor, I’ve seen when media outreach is intentional and clear, it builds trust and minimizes misunderstanding.

Whether you’re an elected official or city staff member, understanding how to navigate media is essential. Here’s what you need to know to lead with clarity and confidence.

Be Available, Even When It’s Inconvenient

A story will run with or without your input. Written statements might feel safer, but they often become footnotes. If you want your message heard and understood, take the call. Show up. Being part of the story gives you more control — and builds public trust.

Look the Part 

How you appear on camera affects how your message is received. Wear solid, bold colors — especially jewel tones. Avoid gray and busy patterns. Keep a media-ready outfit in your office for last-minute interviews.

Speak in Soundbites
You’ll get about 2–3 short quotes in a story, each lasting 4–7 seconds. Keep answers brief, clear, and conversational. Avoid jargon. If you fumble, it’s okay to pause and rephrase. Reporters will appreciate it.

Be the Expert, not the Bureaucrat
You were elected — or appointed — to lead. So lead in how you communicate. Speak plainly. Practice your message out loud a few times. Stand if possible — it helps project confidence.

Respect the Realities of Newsrooms
Today’s reporters are juggling tight deadlines and multiple platforms. Understand their workflow. Dayside reporters are the ones you’ll interact with most. They pitch stories in the morning and have only a few hours to gather interviews and content. Nightside reporters often get last-minute assignments like city meetings. If they call late in the day, they’re not being unprofessional — they’re doing their best. 

When I worked in city government, I made it a point to give reporters access before meetings. That small effort often led to clearer, more accurate stories.

The Power of Partnership

When journalists and public officials work together, they can drive real change. As a reporter, I once investigated a HUD-subsidized property in Florida with help from local officials. The story triggered federal hearings, led to four new housing laws, and improved conditions for hundreds of families.

That’s what’s possible when the press and public servants align around accountability and transparency.

Ready to strengthen your media presence and build trust with your community? Click here to connect with one of our media experts today because when it comes to navigating media, a little honey goes a long way. 

There’s a saying that advertising is all about telling the world, ‘We’re great,’ while PR earns the recognition, ‘You’re great,’ from others. 

In today’s fierce competition for eyeballs and attention, there’s an advantage to layering both advertising and public relations tactics in your communications strategy. At its core, great PR is about storytelling, and advertising can amplify stories that matter in front of the right people, ensuring your brand or organization’s voice is heard above the noise.

Advertising can act as a natural complement to PR in many ways, with different tactics and use cases depending on your goals. Keep reading to uncover how combining these strategies can enhance brand visibility, strengthen your message, and help you engage with your audience more effectively across various channels.

Boost PR Wins with Paid Media

Securing a media feature is a significant PR win, but it doesn’t have to end there. Once you’ve earned that coverage, leveraging advertising can amplify its impact. Sponsored posts on social platforms can help boost coverage, increasing the likelihood that key stakeholders see your media mention. Paid ads offer precise targeting, allowing you to either broaden visibility or focus on specific stakeholders to drive action.

With the power of paid media, your PR wins don’t just get noticed—they get shared with your target audience, leading to even greater engagement. Let’s dive into how combining these efforts can create a unified narrative.

Create a Unified Narrative

When paid ads and PR efforts are synchronized, they create a powerful, unified narrative. Think of PR as the story and paid ads as the megaphone that amplifies it. Using paid media alongside written content, like press releases or thought leadership articles, can significantly boost engagement. 

Consider tactics like native advertising, which seamlessly blends your message into editorial content. This approach is highly effective in building credibility and fostering organic connections with your audience, making it a great PR counterpart. 

Audience fatigue is a real challenge, which is why delivering your message across a mix of earned and paid channels—tailored to how your audience engages with each—helps keep your content fresh and impactful.

Promote Events and Opportunities

There’s significant effort that goes into planning the perfect event for your client, and you want to make sure the right stakeholders, community members and centers of influence attend. By using paid social, display ads, or paid search, you can target groups beyond your professional network with a likelihood to attend webinars, conferences, or other media events your team is planning. This adds an extra layer of visibility for your event and extends reach to audiences beyond your immediate circles that would be an asset in attendance. 

Measure in Real Time

One of the biggest advantages of paid advertising is the ability to track and measure results in real-time. While PR is excellent for building awareness, lead generation campaigns thrive with advertising, offering valuable metrics like click-through rates, conversions, and behavior data. 

These analytics reveal how your audience is engaging with your ads, allowing you to track their journey through the funnel, identify where they drop off, and understand which messages resonate most with your stakeholders. 

Ready to Start Today? We’ve Got You Covered.

Ready to amplify your PR strategy? Our experts are here to help you integrate targeted advertising to create a unified, compelling message that truly resonates with your audience.

To get in touch with one of our media experts today, click here.  

“If you want to go fast, go alone. If you want to go far, go together.” – This old proverb holds true in many situations, especially when it comes to the value of partnerships and coalitions in public affairs.

Coalition building is the strategic collaboration of resources and reach to advance public policy goals, amplify a common message, and influence decision-makers. Simply put, an effective coalition helps your campaign by building trust and credibility, tapping into broader networks, and sharing responsibility. 

Why Build a Coalition? 

Building partnerships through a coalition is a powerful strategy for achieving public affairs goals. By bringing together diverse stakeholders, coalitions expand influence, strengthen advocacy, and pool resources, resulting in a far greater impact than individual efforts alone. Coalition building enables organizations to reach broader audiences and align messaging to drive change more effectively.

As you consider your own public affairs objectives, think about how you can leverage strategic partnerships to enhance your impact, foster innovation, and achieve long-term success. The results will pay off when you work to build alliances that can propel your mission forward.

Who Should Be in Your Coalition? 

Successful coalitions bring together organizations, influencers, and stakeholders with shared objectives. While you may not agree on every issue, focusing on a specific common goal can still be highly valuable.

When selecting coalition partners:

• Identify organizations with complementary strengths and resources
• Recognize that diverse interests require careful alignment and communication
• Ensure transparency and trust to maintain coalition effectiveness

Flexibility and collaboration are key—a coalition thrives when partners remain aligned, communicative, and focused on the shared mission rather than individual differences.

How Do You Align a Coalition? 

To maximize a coalition’s effectiveness, start with a clear, unified strategy that outlines:

• Shared goals and how success will be measured
• Roles and responsibilities to ensure coordination
• Key messages to maintain consistency

Regular communication is critical—misalignment can derail even the most well-intentioned efforts. Strong relationships, transparency, and active conflict resolution keep a coalition moving forward, even when challenges arise.

Additionally, managing competition among partners is essential. While each organization may have its own priorities, maintaining a collaborative, mission-first mindset ensures that partnerships remain productive and beneficial for all involved.

Final Thoughts

Coalition building isn’t just about assembling a group of like-minded organizations. It’s about strategic collaboration that drives real results. By fostering trust, alignment, and clear communication, you can create partnerships that advance your organization’s mission and create lasting impact.

With proven public affairs expertise, NP Strategy helps clients navigate complex issues, influence key audiences, and drive meaningful change by building effective coalitions and managing stakeholder engagement. Click here to learn more.

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.