Starting an awareness campaign is a great way for your brand to gain exposure, interest, and credibility, but only if people are interested in it. Before you attempt to gain media coverage, there needs to be a strong, emotive message, and interesting hook, and a call to action. This will make people sit up and take notice. Once you have this, you can begin to approach the media to amplify your reach and elevate awareness of you.
The best way to get media attention is to have a story that’s interesting and time-sensitive, and is relevant to their audience. This ensures you’re providing quality content that provides a service to both the media outlet and its viewers, but at the same boosts your profile.
From there, you should work to make the story as interesting and appealing as possible. Do you have a spokesperson? Are they a celebrity?
One of our awareness campaigns, Work From Home Week was featured on ITV, highlighting a topical issue that is relevant and interesting for a wide and varied demographic. The feature told a story, which is the key to ensuring audience engagement: working from home can help the economy by cutting down on commutes thus increasing productivity, it can help workers by giving them more control over their time, and it can help employers by giving them a happier workforce.
The feature is intrinsically tied into the key message of the campaign itself: the UK should embrace working from home as it beneficial for everyone involved. Whatever campaign you’re running, for whatever reason, it should have an easy to digest message that people can understand and, ideally, identify with.
The story above was so strong because it had interest from different areas. You want to inspire people to find out more, and get in touch with the campaign itself. If you offer people something for their time, they’re more likely to be receptive to what you have to say, and will remember you. This is of course one of the primary objectives of any awareness campaign, and you can build on this year on year.
By being on TV or radio, or featured online, your campaign gains credibility by association with the outlet, as well as increased authority through the story itself. Being in the public eye, even for a brief time can help you get your message to millions of people who might never have heard of you otherwise.
You can also use the coverage you receive across social media to further amplify your reach, making sure your audience sees you doing things and spreading the message. Consistent, quality content is the surest way to gain traction and maintain interest from your core audience, as well as the media.
Kin Communications is the UK’s leading awareness campaign specialist, we can create a campaign for you, implement it, run it, maintain it, and generate interest around it that can be converted into media coverage of your brand. Get in touch with us for more information.