For communicators in a crowded news environment, focus on the ‘why’

At the top of the list for PR challenges in 2021 is the ability to break through the noise.

With all the nonstop news about COVID-19 and multitudes of other hot-button topics, it’s hard to get anyone to spend time with your top stories. At PR Daily’s recent Media Relations and Measurement Virtual Conference, industry insiders shared what has been working for them in the recent months to get noticed by media outlets and find an audience in this extraordinary period of American history.

“Invest in high-quality visuals and data,” recommends Kristin Daher, founder and president of Powerhouse Communications. “Assets that can help tell your story outside of the words are really important.”

One tactic that has been working for her team is to subscribe to business data intelligence services and use data-driven insights to find article angles for clients.

“Explore media angles outside of the obvious,” Daher adds. “Unique angles lead to unique coverage.” One particularly valuable tactic is think about “ownership opportunities,” where your brand or organization can be seen to take the lead on a holiday, charity event, local festival or other singular occurrence. Daher gives as examples clients that have created their own holidays or their own charity giveaways.

With COVID-19, lean on expertise