How to Increase Your Brand's Media Coverage

In order to build a strong brand identity and be a familiar, recognisable brand in the public eye, your brand needs to increase its visibility. A key step in increasing brand visibility is focusing on your brand's media coverage.

Media coverage of a brand can be generated in multiple ways. Paid media is when a brand buys advertising space in media publications. Earned media is when the media publishes stories about a brand for free, usually because it benefits the publication.

Earned media does not cost money, but it also doesn't come for free. It takes hard work from the brand's side to secure a spot on the pages of relevant publications!

Focus on Media Relations
Media relations refers to the mutually beneficial relationships formed between brands and people who work in the media, like journalists.

Building strong media relationships can result in more regular media coverage for your brand and opportunities for features or collaborations.

Establish a Press Release Distribution Strategy
Press releases are crucial for reaching more people with your brand message. They also make it easier for publications to share news regarding your brand, as the need for research is significantly reduced with press releases. 

Your press releases need to reach the right people, so ensure that your mailing list only includes relevant contacts, press releases are informative and concise and that you distribute them at relevant times. 

Start Conversations With Your Campaigning
Campaigns that start conversations can make a great difference in your brand's coverage in traditional media and on social media. Interesting campaigns draw people's attention, making different outlets more likely to cover your brand. 


If you're considering only focusing on legacy media coverage for your brand, read How Community Media Coverage Strengthens a Brand.

*Image courtesy of Canva