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!

Building a sales funnel with organic social media is one of the most cost-effective ways for entrepreneurs, founders and business owners to attract, engage, and convert sales leads. By strategically aligning your content with the customer journey, you can transform casual social media users into loyal customers.

Here’s a guide to creating a social media content funnel that works.

The Power of a Social Media Funnel

A well-executed social media funnel guides your audience through a journey from awareness to conversion. This funnel consists of three key stages:

1. Top of Funnel (TOFU): Creating awareness and capturing attention.
2. Middle of Funnel (MOFU): Building trust and nurturing leads.
3. Bottom of Funnel (BOFU): Driving conversions and motivating action.

Each stage plays a crucial role in turning your audience into loyal customers.

The Importance of Founder-Led Content

Founder-led content has a unique ability to resonate with audiences. When founders share their expertise, personal stories, and insights, it adds a level of authenticity and credibility that’s hard to achieve with generic posts. This type of content showcases the human side of the business, building stronger connections with the audience. It also positions your business as a thought leader, helping you shift from being demand-constrained to supply-constrained.

How to Define Your Niche

One of the first steps in building a successful social media funnel is defining your niche. To do this, ask yourself:

• Why should my target audience follow me?
• What specific topic can I dominate?
• What unique insights can I provide?

Focus on a single topic that aligns with your business goals and audience needs. Avoid trying to cover too much at once; instead, establish yourself as an expert in one area before expanding your scope.

Crafting Content for Each Funnel Stage

Your content should vary depending on where your audience is in the funnel.

Top-of-Funnel (TOFU): Awareness

At this stage, the goal is to create awareness and capture attention. TOFU content should attract a broad audience by addressing industry trends, sharing personal stories, or providing broad insights on popular topics. Using strong hooks and visuals can significantly boost engagement.

Middle-of-Funnel (MOFU): Engagement

The MOFU stage focuses on building trust and positioning yourself as a thought leader. This is where tutorials, niche insights, and solutions to common problems shine. Content like FAQs and guides tailored to your audience’s needs can establish credibility without being overly promotional.

Bottom-of-Funnel (BOFU): Conversion

BOFU content is all about driving conversions. Address your audience’s pain points directly and offer solutions through case studies, product launches, or exclusive offers. Including metrics and data in your messaging reinforces the value of your products or services.

Key Takeaways for Building a Social Media Funnel

Creating a successful social media funnel requires a combination of authenticity, strategy, and consistency. Founder-led content adds a personal touch that builds trust, while a well-defined niche ensures your efforts are focused and effective. Distributing content across the right platforms and maintaining a balance between TOFU, MOFU, and BOFU stages can significantly enhance your results.

Remember to:

• Provide value over making sales pitches.
• Engage with your audience regularly.
• Adapt your strategy based on performance insights.

With the right strategy, organic social media can become a powerful tool for driving leads and sales. By defining your niche, crafting targeted content for each stage of the funnel, and engaging consistently, you can build meaningful connections and grow your business. Start today, and watch your audience transform into loyal customers.

Are you ready to take your social media to the next level? Contact NP Strategy to set up a meeting.

Content drives everything. Brands are creating thousands of assets across formats and platforms. Adobe reports that 88% of companies have seen content needs double in the last two years, with a twentyfold increase expected soon.

This surge in demand creates new challenges. Audiences want personalized, engaging content faster than ever. Traditional methods can’t keep up. To meet this, many brands are turning to artificial intelligence (AI).

AI as a Creative Ally

AI is a valuable tool for creative teams, assisting, rather than replacing. It automates tasks like adapting content or editing visuals, letting creators focus on storytelling and innovation. Tools like Canva and Adobe with AI help designers work smarter and faster, producing impactful content at scale.

AI is an extension of your team, handling time-consuming tasks so you can focus on creativity. It speeds up production but doesn’t create the soul of the content—that comes from humans.

The Magic of Human Creativity

Exceptional content stands out through emotional depth and audience connection—something only humans can provide. Ideas, emotions, and intuition are irreplaceable. AI can refine processes, but storytelling’s heart belongs to people.

Successful brands strike this balance, using AI for efficiency while keeping creativity human. This ensures content stays authentic and true to a brand’s voice.

The Path Forward

As the content landscape evolves, adaptable brands will lead. AI doesn’t replace creators; it enhances their ability to produce great work. By combining AI’s speed with human creativity, brands can meet growing demands without losing their unique edge.

Great content tells a resonant story. AI can improve delivery, but the soul of the narrative is always human. In an AI-driven world, the human touch makes content unforgettable.

At NPS, we combine the power of AI-driven tools with creative expertise to help brands craft authentic, engaging content. Our team ensures that your message resonates by blending innovation with human insight, guiding you through the evolving digital landscape with strategic storytelling and design.

One of the most powerful tools for building brand awareness is tapping into trending videos, photos, and sounds on social media. Leveraging these trends can create viral moments, helping your business reach new audiences, engage stakeholders, and attract followers invested in your brand. 

The Importance of Trending Audios

As vertical video platforms like Instagram Reels and TikTok continue to dominate, trending audio has become key to creating viral content. To get started, explore popular sounds within the app and browse the videos using them. This can spark fresh ideas that align with your brand’s voice and style.

Social Listening Can Elevate Your Brand

Social listening is a powerful tool for spotting trends. By paying attention to what’s resonating with your peers, you can refine your content and spark fresh ideas for your brand. It’s a great way to stay ahead in your industry while finding unique opportunities to stand out.

Case Studies in Trend Adoption

Delta Airlines: By using the viral “Girl Dinner” audio in a TikTok video, Delta Airlines highlights their signature inflight amenities—Biscoff cookies and ginger ale. By aligning their content with a popular, lighthearted trend, Delta created a relatable and shareable video that resonated with its audience.

Samsung: Samsung joined the viral audio trend “In the Club We Are All Family,” to promote their Bespoke AI appliances in a TikTok video. By aligning with this catchy and inclusive trend, Samsung created a fun, relatable moment on social media that highlighted how their products bring convenience and connectivity to everyday life.

Danielle Guzio: The fashion designer behind Guzio NYC cleverly combines two strategies in one TikTok video. Using trending ASMR paired with the viral “office fridge re-stock” trend, she engages followers with a unique auditory experience, elevating brand awareness in an innovative way.

Aligning Trends with Your Brand Strategy

Incorporating trending content into your social media strategy can boost your brand’s online presence and unlock new opportunities. From using trending audios to thinking outside the box and drawing inspiration from peers, these strategies can help create viral moments that make a lasting impact.

If your business is ready to enhance its social media strategy, NP Strategy offers expert digital and social media services. Click here to learn more.

Community engagement is the foundation of a strong strategic communications plan. Actively involving the community builds trust, strengthens relationships, and earns support by demonstrating your organization’s commitment to listening.

Tailor Strategy to Your Audience
Every project and community is unique. Using tools like GIS data, connecting with local leaders, and collaborating with city or county staff can help you profile and understand your audience, ensuring your tactics reach and engage effectively. This approach signals to stakeholders—especially elected officials—that you’re committed to working with constituents to find a solution that benefits all.

Address the NIMBY Culture
For economic development projects, the “Not In My Backyard” (NIMBY) sentiment can be a hurdle. NP Strategy has developed targeted methods to engage with these passionate groups, whose concerns can impact public perception and policy. Addressing NIMBY perspectives early through transparent dialogue helps counter misinformation and build mutual understanding. This collaborative approach can be applied broadly, not just with NIMBY groups.

The Power of Community Engagement
Public relations thrives on relationships and community impact. Including engagement in your strategy fosters genuine connections, resonant messaging, and stronger stakeholder support. When we engage thoughtfully with communities, we shape positive narratives and build bridges that benefit everyone.

NP Strategy specializes in helping organizations connect meaningfully with communities. Click here to learn more about our community assessment strategies.

As a member of Generation Z, I’ve seen firsthand how we use the internet to connect, stay informed and shape culture. Gen Z isn’t just the future—it’s actively influencing the present with its values and expectations. To succeed, PR strategies must resonate with this audience.

Authenticity and Transparency
For Gen Z, authenticity and transparency are non-negotiable. Brands that communicate openly, respond to feedback, and address concerns directly are more likely to earn trust and foster stronger relationships. This approach creates a sense of community built around shared values, making audiences feel more connected.

Social Issues Matter
Social justice and environmental concerns are top priorities for Gen Z. PR campaigns that showcase diversity and demonstrate genuine corporate social responsibility (CSR) help brands forge deeper connections with this generation. It’s important to use both visuals and narratives to convey a true commitment to inclusivity and positive social impact.

Embrace Interactive Engagement
Interactive content is key to capturing Gen Z’s attention. Polls, quizzes, and stories on social media are particularly effective. By incorporating participatory elements into PR strategies, brands can boost engagement and build a more dynamic relationship with their audience.

Keep It Short and Impactful
Gen Z’s attention spans are short, so concise and impactful content is key. Quick storytelling, eye-catching visuals, and relatable themes help capture interest, especially on platforms like TikTok and Instagram where short-form content thrives.

As Gen Z reshapes the digital landscape, PR professionals must stay agile and proactive. NP Strategy offers expert guidance to help your brand connect authentically with today’s audiences. Contact us to learn more: www.npstrategy.com/contact.

As a college student, I wanted to ensure that I was pursuing a field of study that aligns with my passion and career goals. Securing a fall internship was a critical step in determining whether public relations is the right fit for me. At NP Strategy, I’ve had the chance to work on diverse projects across various areas of focus, collaborating with different people and clients. This experience has been invaluable in helping me solidify my career path.

Networking Opportunities
In public relations and marketing, building a strong network is essential. Networking plays a major role in landing jobs, especially after graduation, when many people have limited industry experience. Interning at a place where colleagues are approachable and offer opportunities to connect with others can make all the difference. NP Strategy embodies this type of workplace. The team has been open, encouraging and always ready to provide guidance, which has made me feel comfortable asking questions and building meaningful relationships.

Contributing to the Organization
One of the most rewarding aspects of my internship has been contributing to real projects that showcase my initiative and allow me to feel like a valuable part of the team. Internships can sometimes feel like you’re just a small fish in a big pond, but being trusted with meaningful work has given me a sense of purpose.. For example, I recently worked on a community outreach project that aligned with NP Strategy’s goals. Seeing the tangible impact of my contributions has been incredibly fulfilling.

Feedback and Self-Improvement
An internship is, above all, a learning experience. Receiving constructive feedback is crucial for identifying areas of improvement and tracking progress.. One of my key goals is to leave this internship feeling more confident in my public relations skills. At NP Strategy, feedback is given in a thoughtful and helpful way.. Recently, I received feedback on a press release I drafted, which helped me refine my writing and grasp the nuances of effective communication. Learning to accept and apply feedback is an important skill, and this internship has provided an excellent environment to hone that ability.

Looking Ahead
While it’s important to embrace every learning opportunity, it’s equally vital to be intentional about your growth. The variety of tasks, networking opportunities, meaningful contributions, and constructive feedback I’ve received at NP Strategy have all contributed to building a solid foundation for my future career. The goals and objectives I’ve set for myself during this internship reflect my commitment to personal and professional growth, and I am confident this experience will serve as a pivotal step in shaping my future.

At NP Strategy, we are committed to fostering talent and providing meaningful opportunities for our interns. If you’re eager to learn, collaborate, and make a real impact, we want to hear from you! Click here to explore to take the first step toward shaping your future with us.

For budding PR professionals, building a strong network is invaluable, but it requires intentional effort. Rather than sending random LinkedIn invites, focus on connecting with people you’ve met or plan to meet soon. Personalize your messages to make a genuine impression, whether online or in person, so your connections are meaningful. Following these steps will ensure that your network supports your growth and opens up new opportunities.

Establishing Your Presence

Building a strong professional network is essential for newcomers in PR. While it can be intimidating to compare yourself to peers, remember that every professional started where you are now. Reaching out for advice through informational interviews can provide valuable insights and open doors to future opportunities, even if it doesn’t lead directly to a job.

Leveraging Connections for Job Opportunities

Leveraging your connections can significantly ease your job search, whether you’re looking for an internship or full-time position. While you still need to be a strong candidate, your network can help you secure interviews and stand out early in the process. Don’t hesitate to ask contacts if their company is hiring; even if they aren’t, they may know of opportunities elsewhere and provide valuable referrals.

The Power of Secondhand Connections

Networking benefits can arise unexpectedly through secondhand connections—professionals adjacent to your network. For example, I recently tried to reach a local PR professional but had no direct contact. During a conversation with someone else, I learned they were great friends. With our mutual connection as a middleman, I connected with the PR professional that same day, illustrating how secondhand connections can facilitate valuable introductions.

Maintaining Your Professional Relationships

Building your network is only the first step; maintaining relationships is equally important. Engage with professionals on LinkedIn, send follow-up emails, and express gratitude. A handwritten thank-you card is a thoughtful touch, but ensure that your connections are genuine and meaningful, rather than just numbers on your profile.

I’m always surprised by how current and prospective clients react when I mention customer advisory boards and their effectiveness. The typical response is, “Really? I haven’t thought of that.”

Well, it’s definitely worth considering. Here’s why.

A customer advisory board can offer invaluable insights and steer your company’s strategic direction. It provides a structured platform for key customers to speak candidly about why they chose your company, what they appreciate about your products, and what improvements they’d like to see. This feedback is essential for understanding where to focus your efforts and resources.

As businesses evolve, they face an expanding range of challenges. Managing any business—large or small—can be highly complex, from legal and financial compliance to growth, operations, technology, marketing, and sustainability (which, trust me, no one has their head around quite yet).

Creating an effective CAB requires careful planning and follow-up. Here are some steps to consider:

Board Member Selection is Everything.

Hand-pick 8 to 12 members who represent your core business, have equal stature to foster a peer exchange environment and are willing to provide candid feedback.

Define Your Mission.

Be clear about what you want to achieve with your CAB. You only have this captive audience for a limited time, so be prepared.

Location, Location, Location.

Your customers’ time is valuable. Ensure your location is convenient, has well-equipped meeting rooms, and includes time for social interaction.

Record and Document.

With members’ consent, record meetings to capture clear and concise discussions.

“Here’s What We Heard.”

Review the recordings and documentation, then follow up within a week to recap insights, action items, and outline next steps.

Maintain Ongoing Engagement.

CAB membership should typically last for one year, with meetings held quarterly. In-person meetings are generally more engaging (and focused) than virtual ones. Rotate CAB members annually but allow those who were particularly collaborative to renew their membership.

I’ve had the pleasure of organizing and facilitating customer advisory boards, and I can attest to the immense value of the feedback. CABs provide a deeper connection with your customers and help build lasting relationships that foster brand loyalty. And I guarantee you’re likely to experience several “Aha!” moments along the way.

Click here to learn more about how a customer advisory board can benefit your business and how NP Strategy can help you get started. We’re here to guide you every step of the way.

In our daily routines, we’re constantly faced with decisions that balance convenience, cost, and expertise. Drive to work or Uber? Learn to code or hire a website developer? Stop at the grocery store or order Shipt delivery?

Similarly, for strategic communications, the same decision-making process applies. Should you handle media outreach internally or partner with a seasoned PR firm? Draft your press releases in-house or hire a professional writer to craft a compelling narrative? Manage your company’s social media presence yourself or bring in a social media strategist to elevate your brand?

When you weigh your time, resources, and skillset, there is always a variable that can “tip the scales”. The decision to work with an experienced public relations firm is no different.

Strategic communications firms like NP Strategy often have the opportunity to work in tandem with an organization’s in-house communications team to amplify their efforts. On the other hand, outside firms can be fully integrated into a company and manage all public relations needs in place of an internal communications team. If you are considering taking the next step to elevate your current public relations, here are a few key strategies to consider.

Assess your current resources and capacity.
The first step in expanding your communications strategy is taking an audit of your needs, current team workloads, and areas of opportunity. If jumping into this initial review already feels daunting, then let’s skip right to it – bring in the pros and hire a firm to manage this assessment for you and advise your next steps.

Ask yourself and your leadership team a few key questions, such as: Do we post regularly on social media and earn consistent coverage in local news outlets? Our communications team has great ideas – but do they have time to execute community and stakeholder engagement events? What projects do we see getting stuck in the brainstorming phase because other priorities pop up?

Fill in your team gaps with an experienced firm.
When you partner with a public relations firm you reap the benefits of their entire team’s skill set and background, but at a far better price than if you were to bring the same quantity of experienced publicists in-house. For example, the NP Strategy team specializes in a variety of services including crisis communications, social media, videography, graphic design, media relations, and stakeholder management. Our team has eight former journalists on staff that have an innate ability to craft press releases and media pitches to earn our clients coverage across their markets. Instead of hiring 25+ new team members to join your company full-time, hire those talented professionals through one firm that manages it all for you.

Allow a firm to approach your public relations strategy proactively.
We’ve been there – in-house communicators must stay plugged in and responsive to the “news of the day” and urgent requests from within the organization. While firms are always here to assist with those internal pressures, we also have the advantage of seeing the industry from a different lens. We can help execute high-level projects often pushed to the back burner behind the daily grind. When it comes to looking for innovative opportunities, partnering with an outside firm will bring the fresh perspective you need to push your company forward. From strategizing a unique angle for your governmental affairs messaging to developing a new social media strategy for your company’s charitable giving campaign, the firm you hire will be there to support your current goals, but should also strive for even greater ones.

One of my favorite parts of this work is building that trust and dynamic partnership with a client’s in-house communications team – providing a third-party perspective to tell the company’s story, cultivate new brand audiences, and secure exceptional coverage. Two teams are better than one.

NP Strategy is a full-service strategic communications firm made up of former journalists, politicos, and public relations professionals that offers a wealth of expertise to align with your in-house communications staff. Click here to explore how NP Strategy can help bolster your organization’s communications and public relations strategy.