The news cycle won’t be slowing down this year—and COVID-19 and the many crises attached to it will dominate headlines in outlets across the country. Digital publications continue to consolidate, reporters’ beats are changing and the U.S. political conversation continues to devour oxygen, despite a new administration.
So, what will be the key to success for earned media in 2021? Here’s what the experts have to say:
1. Double down on purpose.
Helping clients express their core values will be an essential task for communicators and PR pros in the year ahead, Michelle Mekky, CEO and founder of Mekky Media Relations.
“I think that brands are looking for a way to cut through in a more meaningful way to get media coverage,” she says. “We found that that includes trying to express values of what they’re doing with diversity and inclusion or how they’re making a difference.”
Focus on human stories behind the brand to find uplifting narratives that can offer an antidote to the tough storylines that continue to dominate national news. “We get brands that come to us and say, ‘What do we need to do to be viral?’” she says. Her answer is to find that authentic story that might be occurring in the background of your organization.
2. Refine your media list.