If the whirlwind news cycles of 2024 taught us anything, it’s that the media landscape is more fragmented than ever, and podcasts are here to stay.
Suddenly “going direct” is a topic of conversation within the PR industry, as demonstrated by the increasing influence of podcasters, YouTubers and independent journalists.
Traditional media continues to be impacted by rounds of layoffs and shuttered print editions. Affiliate links are now a requirement for products to be featured in most lifestyle magazines. Paywalls aren’t going anywhere for online articles, at least anytime soon.
What to do with all this change? As you make plans to grow your brand in 2025, here are some ways to diversify your PR strategy and build credibility:
- Leverage the brand recognition of traditional media: There is still something very powerful about a magazine or broadcast logo that’s instantly recognizable. Adding those household names to your homepage and social media channels lends credibility as new customers, partners or investors are checking you out. Their stories also rank highly in search results, given the high Google Domain Authority and reach of these well-established publications. However, don’t expect a large amount of real estate dedicated to you or your brand. Think product round-ups and expert quotes.
- Tell your story through podcast interviews: If you’re looking for more depth and detail, consider podcasts as a medium to share your founder journey. With a podcast for every topic under the sun, everyone can find their niche. But don’t pitch your product or service, think about the topics that you can talk about passionately for 30-60 minute conversations. Also, news flash, it’s not about how many loyal listeners you’re reaching. Podcasts will provide you with multimedia content (video, audio, and social media graphics) that’s promoted through multiple channels for you.
- Don’t forget about trade publications: If you are launching something new, press releases are still prudent, and will find a home with industry publications, or “trades” as we call them in the PR business. That’s because trade publications have very lean editorial teams, so they are more likely to run your news verbatim from a press release than any other type of media.
- Social media and earned media go hand-in-hand: There’s no either or. Every media outlet distributes their news through social media, packaged in a more snackable way. Freelance journalists are influencers in their own right. Plus, the coverage you get from media outlets will get more eyeballs and engagement when you share it in your social channels.
Timing is everything in PR. News cycles come and go, but we see certain topics get coverage every year. So consider how you can get in front of journalists 1-2 months ahead of these seasonal opportunities in the first half of the year:
January: Healthy resolutions, Dry January, nutrition and fitness goals
February: Valentine’s Day, Black History Month, Women’s Heart Health / Wear Red Day
March: International Women’s Day, Women’s History Month, National Nutrition Month
April: Earth Day, sustainability
May: Women’s Health Month, Mental Health Awareness Month, Mother’s Day, graduation gifts
June: Pride Month, summer travel
You don’t have to go it alone. Don’t worry if this sounds overwhelming. There are PR agencies and consultants ready to help you navigate this complexity and get you the kind of coverage that will benefit your brand.
I’ve been in PR for more than two decades, and one thing that’s remained constant is change. But with new trends comes new opportunities. Never before have there been so many different ways to tell your story.
So what are you waiting for?