How to Get PR Coverage During a Pre-Election Period
In the run-up to any election, the media landscape becomes particularly charged. Political coverage takes centre stage, often overshadowing other news. This shift can make it challenging for brands to secure PR coverage. However, with the right strategy, brands can still shine. Here's how to navigate the pre-election period to ensure your PR efforts are effective and impactful.
Understand the Media Climate
During the pre-election period, newsrooms are inundated with political stories. This intense focus on politics can make it seem like there's little room for other news. However, this is also a time when non-political stories can stand out, especially those that offer a respite from the constant election coverage.
Key Points:
- Political Saturation: Expect heavy coverage on candidates, policies, and election updates.
- Opportunity for Light Stories: Media will seek lighter, feel-good stories to balance the heavy political news.
Timing is Everything
One of the first questions brands face is whether to postpone their campaigns until after the election. While postponing might seem like a safe bet, it's not always necessary. In fact, launching your campaign during a quieter PR period can sometimes give you a competitive edge.
Considerations:
- Campaign Timing: Evaluate the news cycle and identify quieter periods.
- Strategic Launches: Consider launching when the election news is expected to hit a lull, perhaps during weekends or public holidays when political news slows down.
Crafting the Right Story
Not all stories will get coverage during the pre-election period. To cut through the noise, your story needs to be compelling and relevant. Focus on stories that offer value, entertainment, or a unique perspective.
Tips for Story Crafting:
- Human Interest: Highlight stories that showcase personal triumphs, community efforts, or human interest angles.
- Topical Relevance: Tie your story to current trends or events, making it timely and newsworthy.
- Visual Appeal: Provide high-quality visuals to make your story more appealing to editors and audiences alike.
Leveraging the Strength of the Newswire
Newswires, such as SWNS which we use to place our 72Point page-ready news content, are an invaluable tool during this period. They help disseminate your story to a wide audience quickly, increasing the chances of coverage. The strength of the newswire lies in its reach and ability to connect your story with the right journalists and outlets.
Benefits:
- Wide Distribution: Reach multiple media outlets simultaneously.
- Targeted Approach: Use the newswire’s targeting options to focus on specific regions or industries.
- Quick Turnaround: Ensure your story gets out fast, especially if it’s time-sensitive.
Building Relationships with Journalists
Having strong relationships with journalists can be a game-changer. Journalists are more likely to cover stories from sources they trust. Engage with journalists ahead of time, understand their interests, and provide them with valuable content.
Relationship Building:
- Personal Outreach: Reach out to journalists with personalised pitches.
- Follow-Up: Maintain regular communication and follow-up on your pitches.
- Provide Value: Offer exclusive insights, data, or interviews that can make their job easier.
Preparing for Post-Election
While some brands may choose to wait until after the election to launch their campaigns, it's essential to prepare for this period as well. Post-election, there will be a surge of news coverage analysing the results and implications. Having a well-timed, compelling story ready to go can help you capitalise on the renewed attention.
Post-Election Strategy:
- Monitor the News: Keep an eye on the election results and media coverage.
- Be Ready: Have your campaigns ready to launch once the election noise starts to settle.
- Quick Adaptation: Be prepared to adapt your strategy based on the election outcome and subsequent news cycle.
If you want to talk to our team of news experts to scope out your pre-election comms strategy, get in touch with me at andy.rudd@72point.com
