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!
