PR'S
GUIDE TO MEDIA
2022
Let's Go
The changing dynamics
of media relations
Forces at Play in EARNED MEDIA
Tap a topic to learn more.
Click on a topic to learn more.
cybersecurity
Energy
education tech
Fintech
Health Tech
Real Estate Tech
Adtech
IoT
Artificial Intelligence
Spotlight On:
One of the most consistent topics in media coverage over the last year has been artificial intelligence (AI). AI has the potential to impact virtually every industry, and because of this, the number of perspectives from which media can explore the topic are extensive.
AI’s role in facial recognition software took center stage in media coverage around both growing data privacy concerns and the need to radically improve racial biases and injustices. AI’s impact on communication and information sharing was discussed at length around the burgeoning number of spam and robocalls and the post-pandemic future of work.
AI's influence over the past year is complex – it spans industries, inspires conversations, and draws criticisms. But while the range of topics fluctuates, the one consistency across AI-focused media coverage is that it's driven by tangible moments in time and data. This is imperative to keep in mind when trying to gain earned media exposure.
AI In Action:
TAKEAWAYS TO ELEVATE
YOUR EARNED MEDIA STRATEGY
Data is and remains king.
You have a much higher chance of gaining earned media traction if you tell
a story through data. Original research and proprietary platform data wins with journalists and readers alike.
Even if a topic is technical or
complex, messaging shouldn’t be.
The more you can distill a topic down into simple, clear terms and describe
why it matters to your audience, the more likely you are to obtain earned media coverage. At the end of the day, every reader is a human and a consumer, despite their profession.
Endeavor into new media territories.
There’s value in immersing yourself in industry news, but trending topics and issues in mainstream media are often at the forefront of tech-related stories. Broaden your daily reading and areas of expertise to tap into new conversations.
Don’t overlook the value
of owned and paid media.
As you’re building brand credibility and awareness, be sure to supplement earned media efforts with other forms of media, like thought leadership blogs, social media, paid content placements, and paid digital campaigns. These give you control over your message and help guarantee placement.
Glimpse Into the Future
AI is a constant in media across industries, but what’s coming next?
Here’s a hint to get your gears turning.
CLICK TO REVEAL
RETURN TO TOP
Cybersecurity
The cybersecurity industry is on fire, and has been for years. The crisis-fueled nature
of cyber crime creates easy kindling for fiery headlines. But in 2020, cybersecurity coverage cooled significantly in favor of a different kind of crisis: a global pandemic.
Cyber breach news moments that would historically dominate for weeks became second
to COVID-19 headlines.
Now, two years later, coverage around cyber crisis moments is slowly heating back up.
In a world full of crises, how do cybersecurity experts work with the media to clearly articulate the importance of these stories and the relevance of their brand?
The best earned media strategies evolve just as quickly as the news landscape. And in crowded, tech-driven industries like cybersecurity, energy, real estate, and finance, journalists have no shortage of pitches flooding their inboxes.
Our media relations experts, working with B2B and B2B2C technology and energy companies, compiled the latest insights and trends for communications teams trying to earn quality news coverage in competitive spaces.
A good example of this is Yonder, an AI software company that helps brands navigate an exceedingly complex internet landscape by uncovering the origin, context, and authenticity of online narratives. As consumers spent an increasing amount of time online and misinformation ran rampant, it became clear the most impactful story Yonder could tell was not just around the role of AI in today's digital minefield, but rather around how this technology could be leveraged to provide insight into some of the significant and impactful internet moments occurring at any time.
The team quickly pivoted to generate data for media through Yonder’s platform around what caused these major online moments, which hyperactive groups were amplifying them, and where the stories were likely to head next on social media. Explore these moments below.
Play the Long (and Deep) Game
First, understand while the number of reporters covering cyber headlines are still rebounding, the depth of coverage has increased significantly. Priorities should be on educating and building relationships with those in-depth reporters. Show your experts can go beyond surface-level commentary and work with your media contacts to get into detail about hot issues and breach events.
Stay on Top of Breaking Cybersecurity Events
Be prepared to quickly offer media contacts some perspective on the news. Be reactive with events, but also proactive in sharing cybersecurity insights on a regular basis.
Industry intelligence and resources will be key to getting regular coverage and boosting your brand’s credibility.
energy
Data can help demystify complex topics
The intensifying need to combat climate change, improve grid resiliency, and respond to new and changing policies have brought energy innovation and technologies to the forefront of the media. While newsrooms everywhere are consolidating, coverage here is expanding. Media’s appetite for relevant, timely commentary to contextualize what’s occurring in the industry is high, but it's no longer enough for energy experts to simply preach that solar or wind are viable replacements for fossil fuels.
Spokespeople today must bring clarity to the complexities of the energy transition
by providing a clear, fact-based perspective on the significance of real-time issues
the industry is facing, such as supply chain resiliency and equity and inclusion while reskilling and training the workforce. These topics can be polarizing, so rely on recent research or data to support your insight and communicate your perspective in a way
that resonates with a broader audience.
Human-interest stories continue to resonate
Leveraging human-interest stories, such as how consumers can get paid with grid-connected EV charging or how farmers are strengthening their operation for future generations with carbon offsets, will allow you to delve into more complicated, politically-charged renewable energy stories in a way that’s timely, easy to understand, and relevant.
Speed reigns supreme
In a space that’s constantly evolving, the window to share your perspective on industry news is limited. Most news cycles will move on in 24 hours, so the advantage will go to those who can quickly provide valuable, forward-thinking insights via email and be available for follow-up questions as needed.
EdTech
Perhaps no industry has experienced as much scrutiny as education over the past two years. From in-person learning grinding to a halt and moving online, to schools reopening while offering hybrid models, learning modalities have never been more in flux than
the present.
Be mindful of beat shifts
Within education, education technology has also had a watershed past two years, as more newsrooms and publications create positions and cater to highly-technical learning audiences. Reporters focusing on education aren’t solely covering the latest from Capitol Hill or the efficacy of asynchronous versus synchronous instruction; they want a picture that tells a larger story and maps to timely topics.
Show, don’t tell, with survey stats
Media remain interested in edtech data and survey report results, and these should be leveraged not only through proactive outreach, but in owned content and channels as well. Whether it's an e-book, whitepaper or email campaign, bolstering copy with eye-catching and relevant statistics helps increase trust and position your organization reliably.
Don’t be singular
Instead of pitching a standalone story on one school or district’s actions using your edtech solution, tie these results to what you’re seeing in the news. Is there a broader trend coming across headlines with a common thread that also runs through your work?
Speaking to hot-button topics is a must, not a maybe
NEWSROOM FLUX
& UNIONIZATION
ARE CUTTING DEEP
Complex stories require a human-interest element
DATA & REPORTING SCRUTINY AT
ALL-TIME HIGH
Pressure to get it right means greater
data and reporting scrutiny
As reader mistrust in the journalism industry has risen in recent years, reporters
are under a microscope. Usage of data within stories remains high and critical,
but outlets are conversely scaling back on the data they use and the sources from which they obtain information. To move forward with publishing or airing a story, reporters need verified and reputable sources. There’s no room for error.
Complex stories require
a human-interest element
Reporters are diving deeper into industries and topics that are intricate and multifaceted, from climate technologies to Web3 and global economics. Not only do they need to understand the topic, they also need to convey it in a way that resonates with their audience. Reporters want to include real-life examples that make the subject matter relatable and impactful.
NEWSROOM FLUX & UNIONIZATION
ARE CUTTING DEEP
Journalists haven’t had it easy. They are under the public microscope for their reporting while dealing with poor internal working conditions that keep their jobs
in constant flux. It’s no secret that newsrooms have been going through massive layoffs for years now, and there is typically no warning. To better protect their jobs and guarantee certain rights, many newsrooms have called for unionization.
It’s essential for media relations pros to recognize that journalists deal with pressure in every direction and consider how that may impact pitch receptiveness.
Speaking to hot-button topics
is a must, not a maybe
Having a stance and response to diversity, equity, and inclusion, sustainability, climate change, and other hot-topic issues is no longer a luxury; it is mandatory. Almost everything happening in our world today revolves around these topics,
and journalists will likely try to bring them into the stories you pitch. Ensure that your company has strong and founded opinions that spokespeople can confidently share. It will go a long way with journalists.
Fintech
Established players in the fintech space continue to earn credibility in the media while disruptors create noise by showing proof of success in new concepts. But regardless
of a brand’s status in the fintech world, it has always been a "who do you know?" industry. That hasn’t changed in recent years, nor is it likely to in the future. There are three critical components to building fintech media industry relationships that are central to long-term brand success.
Steady News Pipeline
If you’re not regularly making meaningful news, your brand will be left behind as established players and disruptors continue to innovate and flood the market with news announcements and noise. This doesn’t mean pushing superlative updates on a platform as a news story though - it still needs to have meaning and show advancements for the space.
Paid Partnerships
Leveraging paid or sponsored opportunities can help grease the wheels for relationship building with fintech trades, many of whom have built out well-rounded sponsored or contributed content offerings that leverage their channels to reach audiences with brands’ messaging. This has become a key strategy for fintech trade giants including PYMNTS and American Banker (formerly PaymentsSource).
C-Suite Access
Brands that are willing to offer up a c-suite executive to dive deep into a topic and spend the time required for trade media to develop a complete understanding can reap the rewards in the form of strong headlines and feature coverage.
Health Tech
Healthcare is a legacy industry that is traditionally hard to transform, and most change comes from outside catalysts. Regulation, insurance shifts, global pandemics – people are questioning healthcare products and professionals more than ever. Consumers are sifting through the globs of information provided to them daily to determine what is truly helpful, reliable, and accurate, so they can make informed decisions on how to proceed with their healthcare choices. If your technology isn’t innovating or touching on a very real issue at hand, it will be hard to break through.
Trade is King
Trade outlets are king in setting up a successful strategy for gaining exposure within the health tech space. Healthcare experts should prioritize third-party validation from trade outlets, because these sources offer regular robust insights into the industry as a whole
and can be an invaluable asset for breaking into the space and gaining exposure.
Build Credibility Before Going National
Trade media wins will help lay the ground-work you need before attempting to entertain conversations with top-tier national and business outlets that require quick (very quick) feedback to the ever-changing health environment we live in. If your company isn’t validated before attempting to gain top-tier exposure, you will have a difficult time
in getting in front of those journalists.
Make your data sell the story
If you have a health tech product, chances are you have data. Utilizing data to make
sense of the present moment and predict future health events will help you prove your value to the media while solidifying your positioning to prospects.
Real Estate Tech
The real estate world has been the center of many conversations about our economic health. In recent years, numerous records were broken across the industry, from the lowest mortgage rates to the highest peak prices and equity gains. And while the real estate sector, in general, has had a remarkable time, so did the technology that fuels
our home buying process. Technology advancements in this space have allowed new homeowners to close on their homes in just a few short weeks and complete the entire process digitally—from securing a mortgage and completing appraisals to insuring
the property. So how do you stand out in this crowd?
It’s Not About You
It's not enough to simply say you have the fastest and most relevant models for the real estate sector anymore—this is self serving, and journalists have already heard this pitch from many other companies. You need to prove the value through examples and painting
a very clear picture as to why you are advancing the space for the better.
Dig Into the Data
For companies that want to gain differentiating exposure in the media, you must be able to wield the power of your platforms and reach for data stories that speak to a human need. These stories can contextualize trends for journalists in a way they can’t do themselves. Let’s look at a top real estate media trend: home price data. Analyze what the data says about the moment and about trends from the past 10+ years, then shape a story around what this means for consumers and real estate companies. Does it mean that homebuyers should wait to purchase? Should they look to refinance? What about their insurance, are they adequately insured and prepared for a catastrophe? Answer the questions that are on everyone’s mind.
Put a Stake in the Ground
In order to stand out with journalists, companies must be willing to take chances
and claim what their data is saying about our economic future, while also arming
industry professionals with information that can help them properly guide their clients. You have to be bold in order to be seen in this crowd.
AdTech
In 2020, the big story for adtech was how companies should be pivoting their strategies to meet the digital-first environment. In 2021, it was all about how the market can build on these shifts to meet the demand of consumers—now and in the future. Media were hungry for data in the first wave of the pandemic to understand its impact on consumer behavior.
Now, data is everywhere—and reporters are inundated by it. While even just two years ago almost any consumer data would generate coverage, the bar is now set high for unique, compelling insights from highly trusted sources. That means three things.
Paint a Bigger Picture
Get creative with not only the data you have to share, but the broader story you tell about what it means for brands. Data on platform usage is great--but what does that tell brands about how they should be adjusting their ad spend, how this will impact how they engage with their customers online, and what trends this points to for the future? Everything should circle back to why this matters to end users.
Data-Driven Thought Leadership
Education around the unique data and insights your company can provide is more important than ever. Think about how you can create consistent touchpoints with priority media—recurring reports, newsjacking of big industry moments. Data that can show trends over time can be especially valuable to media too.
Consumers Are Your Friends
Consumer privacy is a hot topic, especially with the impending Google cookie removal. Analyze your platform data to see if there are any trends in consumer behavior (i.e. X%
of consumers opt to provide sensitive personal data via phone vs. social) to help demonstrate where brands should be investing or adjusting their marketing strategies.
Or, consider investing in a consumer survey that poses a contrarian point of view on the issue (i.e. would consumers sacrifice privacy for better customer experience)?
IoT
With connectivity at its core, the Internet of Things (IoT) touches several different subsections in the energy and tech sectors, forcing journalists to constantly self-educate and adapt through multiple industry lenses. The challenge for companies in this space, given the extensive market area, is how do you make your IoT technology story stand out?
Go Beyond the Vendor
In crowded spaces, it helps to connect media with real customer stories and examples
that showcase how your company addressed a challenge, found a solution, and produced impactful results. Think case studies and customer interviews.
Build Credibility Through Education
IoT offers valuable opportunities to mine and process data through many different verticals. The real-time data gathered by IoT can help inform and educate the market
to the key uses of this technology and how it can help deliver impactful information
to target audiences. How can you educate an audience with the information derived
to make informed decisions about the data they see? What are some of the areas you
can continue to build upon to educate the IoT market, so they might anticipate and execute better?
Newsjack the Mainstream
The best way to catch media attention is to connect your application to mainstream conversations. How does your IoT solution play into other emerging technology? How can it help solve big issues, like supply chain setbacks? Is it enabling 5G advancements, aerospace and satellite tech, autonomous vehicles?
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why the story of a shrimp tail in a Cinnamon Toast Crunch box went viral
Deplatforming is
working — for now
We’re at the precipice of a new internet era. Web3 technology storylines will soon dominate newsrooms. Whether your desired impact is in the digital or physical world, Web3 presents an opportunity to connect and communicate with stakeholders in new ways and reach new audiences. If you haven’t determined how your business will play in this arena, we suggest starting now.
Industry Media Deep Dives
Don’t Add Noise
A word of caution: don’t be an ambulance chaser—make sure you’re providing quality and helpful commentary. When a breaking news event occurs, add value, not noise. Do this regularly and your media contacts will come to you proactively. Take WIRED’s Andy Greenberg, for example. His deeply researched investigation coverage into the Kremlin’s most dangerous hackers shows immense industry insight. You’d work with him to become
a trusted resource and, over time, he might tap your experts for insight into his latest WIRED piece (usually updated weekly).
INK is a PR and marketing agency for tech and energy companies.
Learn how we help our clients navigate change with agility, elevate their story, and drive business growth:
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PR'S GUIDE TO MEDIA 2022
INK Communications Co.
Journalists haven’t had it easy. They are under the public microscope for their reporting while dealing with poor internal working conditions that keep their jobs in constant flux. It’s no secret that newsrooms have been going through massive layoffs for years now, and there is typically no warning. To better protect their jobs and guarantee certain rights, many newsrooms have called for unionization.
It’s essential for media relations pros to recognize that journalists deal with pressure
in every direction and consider how that
may impact pitch receptiveness.
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