PR Agency Founders Share Top Strategies for Securing Press Coverage

PR Insights

Subham Kumar

May 29, 2024 — 12 min read

PR Agency Founders Share Top Strategies for Securing Press Coverage

Wondering what strategies work best when looking to secure press coverage and how they vary? That's what we are about to explore now. From creating solid pitches to building meaningful relationships with journalists, there are many approaches. But which ones are most effective, and how do they differ? The answers to these questions can only be given by experts.

So, in the quest to find these, StartupTalky got in touch with some of the amazing PR agencies in India and asked their founders to share their insights.

Join us as we explore their insights and learn from them.

Vivek Pradeep Rana, Managing Partner, Gnothi Seauton
Shiva Bhavani, Founder & CEO, Wing Communications
Ritika Garg, founder & CEO, AvancePR
Sonali Sokhal, Founder, Intelliquo
Rohini Saldanha, Founder, The PR Stop
Shraddha Agarwal Jalan, Co-Founder, Blurb Communications
Sonalika Pawar, CEO, Bold and Beyond
Ashutosh Srivastava, Founder, Point One Communications
Shutapa Paul, Founder, Dharma Media Consultants
Sowmya Iyer, Founder & CEO, Clarity Communication
Kritika Lalchandani, Founder, Apostrophe Communications
Kishor Barua, Director, Pitchfork Partners Strategic Consulting
Shailesh K. Nevatia, Founder, Grandeavour Communication
Caleb David, Founder & CEO, Perez Consulting

Vivek Pradeep Rana, Managing Partner, Gnothi Seauton

Start-ups looking to secure press coverage today must embrace new strategies and think outside the box to effectively get their story out there. One effective approach is wholeheartedly utilising PESO - Paid, Earned, Shared, and Owned Media. It allows start-ups to capitalize on all available channels and tailor their message accordingly. Taking advantage of owned media, such as company blogs and websites, is critical to building thought leadership around the start-up, earning media with mentions in relevant news articles, and working with micro-influencers to enhance reach through shared media.

In addition, startups should look beyond the traditional press and explore new avenues to gain coverage. For instance, interactive online events such as in-depth interviews and podcasts can offer excellent opportunities to engage with potential customers and media personnel who can become evangelists for the start-up.

Equally important, the art of storytelling holds the key to successful press coverage. Startups have the power to craft compelling narratives that inspire emotion and generate buzz. By getting personal with their stories and sharing their unique company culture and values, startups can ignite a spark that attracts press coverage.

Shiva Bhavani, Founder & CEO, Wing Communications

In the grand theatre of media, companies dance a delicate ballet to capture the spotlight. Imagine, if you will, offering an exclusive scoop to a single outlet, igniting a firestorm of buzz. It’s a play that taps into the media’s voracious appetite to be the first herald of news, thus amplifying the odds of coverage.

Then there’s the art of humanising pitches—weaving emotional threads and vivid visuals into the narrative. It’s about forging a bond with the journalists, making the story resonate on a personal level, and thereby, enhancing its appeal.
Consider the tactic of building upon existing narratives; it’s akin to adding vibrant strokes to an unfinished canvas, enticing journalists with a tale that’s ripe for the telling. By engaging with reporters on familiar ground, companies can deftly insert themselves into the ongoing discourse.
And let’s not overlook the potency of data-driven stories aligned with the zeitgeist. Offering fresh perspectives or contrarian insights on the issues du jour can ensnare the media’s gaze, setting a company’s narrative apart from the rest.

Each strategy is a unique chord in the symphony of persuasion, from the allure of exclusivity to the resonance of data and human connection. It’s a testament to the craft of tailoring one’s pitch to the rhythms of the journalists’ interests and the ever-shifting media landscape. By orchestrating these strategies with finesse, companies can amplify their chances of securing coveted press coverage, thus elevating their stature in the teeming media expanse.

Ritika Garg, founder & CEO, AvancePR

Startups seeking press coverage can employ several effective strategies to capture media attention and gain visibility. First, crafting compelling press releases that highlight unique aspects of the business or recent innovations can spark journalists' interest. It should not be promotional but informative. Personalizing pitches to specific journalists who cover relevant industry topics increases the likelihood of your story being picked up.

Additionally, providing exclusive content or insights to journalists can set a startup apart from its competitors. Leveraging local media by emphasizing the startup's impact on the local community can also generate interest.

Finally, consistently delivering newsworthy updates keeps the startup in the media’s view and can help maintain ongoing coverage. These strategies, when executed well, can significantly boost a startup's media presence and overall market visibility.

Sonali Sokhal, Founder, Intelliquo

Rather than strategies, companies should focus on content. Having relevant and meaty content and being able to splice that data for different media outlets is the most required skill. So, in terms of strategy, companies should relook at PR as a space to tell compelling stories. These strategies may differ between consumer brands, legacy brands, and lifestyle brands.

With each, the strategy needs to be tweaked to suit the target audience of the brand. B2B brands need to focus on backend processes, technology, and knowledge sharing; while lifestyle brands need to focus on disruption and innovation in design and product. Similarly, startups are usually measured for their impact valuation and growth.

Rohini Saldanha, Founder, The PR Stop

I like that you have used the word ‘strategy’ because that is what separates impactful PR from mere publicity. Most people think that all you need is a bunch of media contacts and should be ‘friends’ with the media and that will get the job done. Not so at all. I think PR is the most underrated and overlooked but very persuasive form of unpaid communication.

Thus, unlike advertising and marketing where you must focus primarily on your message and craft, PR is a lot harder owing to the efforts invested because there is no guarantee that what you share with the press and request them to feature will be featured. And this is why I say it’s not fate or luck or ‘knowing media well’ that will get the job done.

It’s knowing how to get their attention in a very short span within a very cluttered space much like an elevator pitch and get them to see the piece of news from your perspective and thus a certain merit in publishing the same. This is what separates the PR generalist from the expert.

Shraddha Agarwal Jalan, Co-Founder, Blurb Communications

A company can secure press coverage through various mediums, each method serving a different purpose:

Press Releases: To announce significant company news and developments
Opinion Pieces: Get spokespersons to share insights and establish authority in the industry
Interviews and Industry Stories: Provide in-depth perspectives on company vision and market trends
Brand Mentions: Build organic visibility through mentions in articles and features

While doing PR, the goal should be not only to promote the brand but also to educate the audience and spread knowledge about the industry. A spokesperson plays a dual role in representing the company as well as being a thought leader.

Sonalika Pawar, CEO, Bold and Beyond

Securing press coverage hinges on the newsworthiness of the message, as not all information warrants media attention. Crafting an effective PR strategy involves understanding the market, the target audience, and identifying what constitutes newsworthy content. Timing is also crucial, as releasing information at the opportune moment enhances its chances of being picked up by the press.

Diverse strategies are employed to secure press coverage, tailored to the specific needs and objectives of each company. One approach involves building solid relationships with journalists and media outlets, fostering trust and reliability. Providing exclusive insights, data, or access to key figures can incentivize journalists to cover a story. Additionally, leveraging current trends or piggybacking on topical events can make a company's message more relevant and appealing to the media.

Ashutosh Srivastava, Founder, Point One Communications

Press coverage is a complex conquest that entails creating individualized strategies to fit into the different objectives of various companies, as well as their industry landscapes. In our PR agency, we appreciate this need and thus deploy a wide range of approaches for capturing attention from the media and enhancing visibility for our clients.

Foremost, at the very core of any successful outreach is composing press releases that actually make news. Whether it is about unveiling groundbreaking innovations, sharing compelling customer testimonials, or offering expert insights on industry trends, information/ news must be packaged in a way that appeals to the journalist and their readers.

The second thing to do is establish solid relationships with media professionals. This means constantly communicating with them, sending relevant and personalized pitches, and understanding their preferences and what would interest their target readers.

Moreover, taking advantage of time-sensitive hooks and trending topics can help in tactically positioning one’s story in front of the media. By relating our pitches to current events happening around us or within our industries or even by tying them to some seasonal trends in the market place we are able to position ourselves as thought leaders for media outlets.

Securing press coverage depends on storytelling skills, relationship building proficiency and being aware of trends and digital aptitude.

Shutapa Paul, Founder, Dharma Media Consultants

Journalists are inundated with press releases, and getting through to them seems like a battle. Here are a few points that, for sure, will help with securing media coverage:

Highlight the news point: Think beyond your product announcement and focus on industry trends, groundbreaking research, and unique company initiatives that solve a particular pain point. The key is to find that one compelling narrative that will resonate with journalists and their audiences.
Build relationships: Journalists are bombarded with pitches. Building genuine relationships with relevant journalists allows you to understand their needs and tailor your pitches accordingly. We need to think beyond cold sales calls and bring the human aspect into the relationship.
Content is King and Queen: Bring innovation into your writing, and do not adhere to any set format. The newer, the fresher, and the crisper your communication is, the better will be the chance of it getting picked up.
Newsjacking: Sectoral insights need to be included in your pitch and your strategy of injecting your company’s expertise into the conversation. For example, if there's a buzz about sustainability, you could offer insights on how your eco-friendly practices are impacting the industry.

Sowmya Iyer, Founder & CEO, Clarity Communication

Securing press coverage requires a multifaceted approach tailored to the company's goals, target audience, and industry dynamics. It also highlights the significance of building long-term relationships with media outlets and journalists, as well as crafting compelling narratives that align with current news trends and audience interests.

Leveraging personal connections, industry expertise, and creative storytelling techniques are key strategies employed by successful PR practitioners. Additionally, offering exclusive content, conducting media outreach campaigns, and utilizing social media platforms can further enhance a company's press coverage and visibility.

Kritika Lalchandani, Founder, Apostrophe Communications

Securing press coverage is an endeavour that I’ve passionately pursued in my entire PR career. It’s a craft that requires not just an understanding of the news cycle but also an innate sense of what will resonate with the media and, ultimately, the audience. Our strategy has been to create narratives that are not only newsworthy but also deeply human, resulting in a 60% increase in media pickups. This success is not merely a metric; it’s a reflection of the relationships we’ve built and the stories we’ve told that have captivated journalists and readers alike.

Each story is a unique tapestry woven from the threads of innovation, relevance, and authenticity. It’s about presenting a brand in a way that’s not just seen but felt, creating a lasting impact that goes beyond the fleeting nature of a news cycle. This is the art and soul of PR—the ability to tell a story that’s as true as it is compelling. I am quite humbled to have quite a few journalist friends in the industry and enjoy a mutual relationship. The rapport and repertoire that are once shared with the media folks make an immense difference.

Kishor Barua, Director, Pitchfork Partners Strategic Consulting

The first thing to do before you go out and reach a journalist is to ask yourself, ‘Is this story relevant in the current context of a larger story?’. If it is, then go ahead; if not, then think about how you can make it relevant in terms of what is happening around the ecosystem that you are targeting. If you are targeting something that is going to be relevant to the audience in your city, then contextualise it accordingly, and so on and so forth. If this is sorted out, then you just need to find the right tool to reach out, whether it’s a press release, an opinion article, or a larger interview.

Making sure that you customize the communication based on the journalist, publication, or platform can help in maximizing the conversion. Read what the journalist or the publication covers.

The pitch is one of the most important aspects of getting press coverage. Research and then customize the pitch based on who you are approaching and what you are trying to say. Keep it short and to the point, and mention relevant data that can help set the context.

Shailesh K. Nevatia, Founder, Grandeavour Communication

Getting press coverage is perhaps one of the most important functions of a PR Company. There is no point in having a great story if it doesn’t reach the right audience. Companies can secure press coverage through various strategies such as crafting newsworthy press releases, building relationships with journalists, leveraging social media, organizing events, and offering expert opinions or insights. Using the right keywords or buzzwords in your stories.

The approach to securing press coverage differs based on the target audience, industry, and goals of the company. It is also important to understand the journalists whom the PR Company is targeting. Tailoring pitches to specific journalists, creating engaging content, and providing exclusive stories are some strategies that can help companies stand out and secure media attention. To do so, it is important to do some background check on the type of stories they have previously published.

Caleb David, Founder & CEO, Perez Consulting

PR strategies are basically custom-made based on the requirement of the mandate. These strategies vary significantly based on the campaign's purpose, duration, intensity, and modes of communication. For example, a PR strategy for a product launch may focus on a short-term, high-intensity blitz of press releases, media pitches, and influencer partnerships to generate immediate buzz.

Conversely, a long-term brand awareness campaign might adopt a more sustained, steady approach, utilizing ongoing media engagement, social media activity, and a thought leadership program. The communication modes—ranging from traditional press releases to digital content and social media—are selected based on the target audience and the desired impact. This customization ensures that the PR efforts effectively capture media attention and meet the campaign’s specific objectives.