Why do some brands get all the coverage when there’s nothing overly ‘special’ about them… especially in comparison to you?!
What’s their secret?
This week on the blog, we’re looking at why your competitors may be getting more coverage than you… and what you can do about it!
PR was not created equal…
When one, or several, of the same brands in your space are getting more coverage than you it can be frustrating at best, and can even trigger some pretty strong emotional reactions at worst.
It’s important to remember that (unfortunately!) PR isn’t an equal right for all. Some brands give themselves an advantage by working with an agency, allocating more budget or simply by producing more ‘newsworthy’ content.
Here’s how you can regain your power and start getting the coverage you deserve…
5 Reasons your competitors are getting better PR than you… and what to do about it!
- They started sooner: It takes time to build relationships and build brand equity in PR. Often, the brands you compare yourself to have simply started before you.
What can you do about it? If you haven’t already started… start today! There’s no better time than now to build and nurture those relationships (in fact, don’t read the rest of this article… go now!) There are some shortcuts, like working with an agency or using social PR to expand your reach but ultimately, you’ve got to be in it to win it.
- They have more to say: Some companies have more to say than others, and this gets more media attention. This may be because of their product range, their company size or the length of time they’ve been in business.
What can you do about it? A smaller company can still get great media attention with a vibrant strategy and a dedicated approach, so get your thinking cap on and start getting creative.
- They’re more organised: The early bird catches the worm. It may not seem sexy, but a big factor in getting media coverage is organistion! Ask yourself, do you respond to media queries or provide quotes / soundbites in a timely fashion? Are your releases factually accurate and newsworthy? Can you send product samples out same-day post? Is your website user-friendly? Do your links work? Can you send high-resolution images out within the hour? All these little things build your relationship with journalists: positive experiences lead to more opportunities. If you answered ‘no’ to too many questions, then you know what to do!
- They’re more ‘Media Friendly’: Some people – and brands – are just more ‘media friendly’ than others. Maybe they’re more chatty, charismatic, or their personality is better suited to the pool of journalists that cover your target market.
What can you can do about it? Look at who is representing your brand to the media. If that person isn’t comfortable in the role, or if they don’t believe in your brand then this may be having negative consequences on your PR efforts. If you’re working with an agency, make sure they’re the best fit for your business. Don’t be afraid to shop around and go with the team that’s going to get you the results you need.
- They have a better strategy: There’s more to PR than sending out press releases. Creativity, personal connection and thinking outside the box can still go a long way towards winning the coverage war.
What can you can do about it? Look at your strategy and see what’s working (and not working) for your brand. Is it time for a change? What can you do differently… what can you do better? Conduct an honest analysis of your brand and find ways to get heard above the noise. Remember though, it’s not all about money: it’s about getting creative and putting the right message in front of the right people at the right time.
You’ve got this!
If you don’t know how to begin, you may find our article on Competitor Mapping helpful for getting started.
When you’re ready to take your brand to the next level, we’d love to chat with you. Call us on 01305 458149 for a confidential, no obligation discussion.
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