50 Proven PR Tactics to Generate Media Coverage for Your Business

50 Proven PR Tactics
to Generate Media Coverage
for Your Business

Buzz Factory PR

www.thebuzzfactory.co.uk

0161 408 2648

Thank you! We’re celebrating ...

Thank you to all the businesses
and marketers who have trusted
The Buzz Factory with their PR
during our first 10 years.

We hope it inspires you and your
colleagues to ...
… focus on stories that your
customers would genuinely
miss if you didn’t share
them!

But as the Carpenters once said:
we’ve only just begun.
Together ...
Our clients - large and small - have
already enjoyed many millions of
pounds worth of coverage in return
for a tiny fraction of its value in
fees!

So enjoy some Buzz Factory PR
brain fuel to help ignite your
very-own slice of media superstardom.
Good luck!

To celebrate, we’ve compiled
selection of our favourite work;
biggest successes; and supershrewd PR tactics.

Enthral. Influence. Thrive.
Buzz Factory PR


0161 408 2648

Make the most of this guide.

PR Tip!

Background
information
about the story.

Proof it
works!

A creative
prompt to help
with your PR.

Buzz Factory PR


0161 408 2648

Recruit new staff.

This story also made an
appearance as the lead
national business story on
Sky News.
This BBC website coverage
also offered a valuable
reciprocal web link making a significant impact
on GO Outdoors’ SEO.
ACTION: Are you
restructuring or
recruiting new staff?

Buzz Factory PR


0161 408 2648

Reveal customer buying trends.
NewReg.com noticed an
increase in the number of
people buying personal
registration plates as
Christening gifts.
It made a great story. And
we linked it in to the
recently announced most
popular names.

ACTION: Who buys from
you? What trends can
you reveal?

Buzz Factory PR


0161 408 2648

Court controversy.
This story generated a cool
£1 million-worth of
national coverage on TV,
radio and here in The Sun.
Nothing gets you noticed
like controversy. This
hangover cure represented
a massive confrontation for
the anti-binge drinking
lobbyists.
All enhanced by a great
story about KGB scientists.

ACTION: What
controversial message
can your business share?

Buzz Factory PR


0161 408 2648

Conquer a fear.

My client faced his fear of
heights with this bold offer.
Price matching is a
common retail strategy.
But give it a personal twist
and it becomes news.
ACTION: What personal
trait will make your
story more interesting?

Buzz Factory PR


0161 408 2648

Celebrate a milestone.

We encouraged Lancashire
Ambulance Services to
take a look through their
call records - and add them
up.
We were on the cusp of a
massive milestone. And it
was an opportunity too
good to miss.
ACTION: Is your
business approaching a
milestone?

Buzz Factory PR


0161 408 2648

Announce an award.
We’re not going to lie to you
here.
Entering awards can be a
laborious, time-sucking and
expensive process.
It’s a thankless task if you
don’t win anything.
But win? Win, and a whole
world of positive media
coverage awaits.
ACTION: Which industry
awards could you enter?

Buzz Factory PR


0161 408 2648

‘Celebrate’ an award.

Notice we say ‘celebrate’
and not simply announce.
We devised this story when
trade and business press
were being bombarded by
(and mostly ignoring) ISO
announcements.
Dynamix celebrated with
free fruit.
Fruit isn’t massive news.
But in this case different
was enough.
ACTION: How will you
‘celebrate’ your next
award?

Buzz Factory PR


0161 408 2648

Reveal expansion plans.

Regional business press
love news about
investment.
We recommend revealing
architect’s visuals as a
sneak peek of the new
development.
ACTION: How are
investing in your
business?

Buzz Factory PR


0161 408 2648

Warn of a missed opportunity.

European Funding can be a
confusing beast.
Our challenge was to
simplify the process. And
regionalise the message.
We alerted qualifying
businesses to a potential
missed opportunity, and
advised of available
assistance.
ACTION: What missed
opportunities can you
help customers with?

Buzz Factory PR


0161 408 2648

Make an offer.

This offer generated 2,000
covers at a local
restaurant.
There are other reasons
that this simple offer was
one of our most successful
reader promotions ever.
Drop us a line and we’ll
reveal all.
ACTION: How can you
add value with an
exclusive offer?

Buzz Factory PR


0161 408 2648

Run a competition.

We negotiated competition
space in a regional
newspaper to celebrate the
opening of a new GO
Outdoors store.
The perfect way to use
editorial space to raise
awareness of the store
opening.
ACTION: What prize
could you offer in return
for editorial space?

Buzz Factory PR


0161 408 2648

Host a Launch Party.
Buzz Factory event support
delivered over 600 local
shoppers to exclusive VIP
preview evenings at this
Lancashire store.
A combination of
telemarketing, personal
contact and hospitality
delivered two events that
will live long in the memory.
ACTION: What kind of
memorable event will
your customers love?

Buzz Factory PR


0161 408 2648

Submit a new website for review.

Web User published a
helpful and complimentary
review of a GO Outdoors
website update for us.
ACTION: What new
online marketing plans
might you share?

Buzz Factory PR


0161 408 2648

Offer products for review.

National newspaper and
consumer magazines love
top 10 reviews.
Each magazine is different.
Some will commission
writers. Or some will
appoint admin staff to
source products.
But find the right person
and look after them, and a
whole world of media
riches awaits.
ACTION: Could you offer
products for review?

Buzz Factory PR


0161 408 2648

Take on a challenge.

How many hot dogs could
you eat in a minute?
This story represents the
peak human endeavour.
OK ... not really.
But record-breaking
challenges are a great way
to raise the profile of an
event.
ACTION: What record
can you break?

Buzz Factory PR


0161 408 2648

Reveal a key appointment.

Revealing a key
appointment offers a great
opportunity to remind
people about how well your
business is performing.
ACTION: Which new
business roles can you
reveal?

Buzz Factory PR


0161 408 2648

Launch a campaign.
This is a story about local
firms joining forces and
making a stand against
disreputable telemarketing
tactics.
Newspapers love conflict.
And the fact that
businesses were joining
forces minimised any
perceived commercial
advantage.
Manage an appropriate
response the right way for
a compelling story.
ACTION: How can you
help customers fight a
frustration?

Buzz Factory PR


0161 408 2648

Help a local community group.

We spotted a newspaper
story about a local football
team having their balls
stolen.
We arranged for our client
NewReg.com to replace
them, and meet the
Preston North End team at
an informal presentation.
ACTION: Is there a local
community group that
could use your help?

Buzz Factory PR


0161 408 2648

Take part in a regular feature.
The key to generating
brilliant coverage is to
understand what your key
media titles actually want
for their readers.
The best way to do this is
to actually read the
magazine or newspaper
you’re targeting!
Here we offered interesting
anecdotal questionnaire
answers about GO
Outdoors boss John
Graham.
ACTION: Do you know
the regular features in
your target media?

Buzz Factory PR


0161 408 2648

Reveal a near-death experience.
OK. We’re not advocating
extreme sport recklessness
here.
But this serious personal
event offered an
opportunity to show how
our client responded in a
crisis to care for an injured
employee.
This approach needs care.
But get the balance right
and the coverage is
priceless!
respond in the face of
unforeseen events?

Buzz Factory PR


0161 408 2648

Seek out brilliant local stories.
We raised the story of GO
Outdoors’ store launches
by seeking out a local
adventure hero.
Journalists can be wary of
promoting a national chain
store launch merely to help
with the commercial push.
But we researched the
local story that mattered
most. And, then, we hung
our store launch message
on it.
ACTION: Which local
stories can you align
your business with?

Buzz Factory PR


0161 408 2648

Strike a deal.
This store launch campaign
had several stages. We
were careful not to say too
much too soon, and reveal
each piece of news one at a
time.
We pitched stories about
seeking a new location,
striking the deal (opposite),
revealing the launch date, a
mayoral opening, and a
launch party.
More opportunities to
maximise coverage!
ACTION: Are you lining
up a new deal for
growth?

Buzz Factory PR


0161 408 2648

Introduce a new twist to an old story.
Despite a death-defying
crash - and several months
off work - this client’s
employee went on to top
the sales performance!
This story was so good they
(virtually) used it twice.
ACTION: How has a
recently-used story
developed?

Buzz Factory PR


0161 408 2648

Save Energy.
Investment in
environmentally-friendly
initiatives demonstrates
strong business values.
ACTION: How is your
business helping the
environment?

Buzz Factory PR


0161 408 2648

Raise Money for Charity.
It’s called cause-related
marketing. Although simply
supporting a charity for
commercial gain may leave
a bad taste in the mouth.
Seek out causes which have
a personal connection for
you. This adds to your
story.
Demonstrate a team coming
together. Let people who
read your story make their
own mind up how this
reflects on your business.
ACTION: How can you
help a local charity?

Buzz Factory PR


0161 408 2648

Reveal a new product.
All electrical wholesalers sell
electrical goods to the
trade.
Bur Blackpool Electrical
Traders were unique in
launching their own
bespoke range of energysaving lighting.
And that means news.
ACTION: What unique
plans do you have for
business growth?

Buzz Factory PR


0161 408 2648

Invite a celebrity to support the community.
Here, a car dealer invited a
sponsored local football
manager to talk at a
meeting of a community
football league association.
It coincided with the launch
of a new coaching initiative.
The manager was happy to
help because he had a
natural interest in it.
ACTION: Which celebrity
could you invite to help
the community?

Buzz Factory PR


0161 408 2648

Celebrate a birthday.
Birthdays and anniversaries
are a good opportunity for a
celebration.
The news you share can
include a timely overview of
recent achievements and a
summary of future plans.
Not forgetting a plain
English quote thanking
customers for their support.
ACTION: How long is it
since your business
started?

Buzz Factory PR


0161 408 2648

Celebrate a local event.
Another great example of
how a strong image can
support a news story.
Here a restaurant
celebrated a local art
festival by cooking a Pizza
like a Mondrian painting.
We love the way the
journalist even added a
Mondrian fact file!
ACTION: Which local
events can you
celebrate?

Buzz Factory PR


0161 408 2648

Sponsor a local athlete.
Let’s face facts! Businesses
have no divine right to be
interesting!
A smart move can be to
associate your business
with a local story.
Great stories typically
involve ordinary people
doing extraordinary things.
Here, a car dealership offers
support to a wakeboarder.
ACTION: Which local
team or sports person
can you support?

Buzz Factory PR


0161 408 2648

Sponsor a sporting event.
Bowker Motor Group
enjoyed sponsorship of local
athletes during the London
Olympics.
The agreement included site
or community event visits
as part of any personal
sponsorship agreement.
ACTION: Which national
or local event might give
your business the right
exposure?

Buzz Factory PR


0161 408 2648

Offer a free sample.
If you have the kind of
product which is easy to
offer samples then
negotiating a free
distribution with a magazine
might fit the bill.
Here, Foosh caffeine mints
are distributed to thousands
of PC gamers. They
included a full-page of
editorial.
Remember you’ll need to
underwrite the cost of the
samples.
ACTION: Could you offer
free samples?

Buzz Factory PR


0161 408 2648

Celebrate a customer’s story.
This customer just
happened to be Gwyneth
Paltrow. So, once she’d
agreed to take part our job
was much easier.
But it’s not all about you!
Your customers could be a
great source of stories.
Stories with the power to
identify with new customers
too.
ACTION: What is unique
or interesting about your
customers?

Buzz Factory PR


0161 408 2648

Do something unbelievable.
An incredible story that just
cannot be ignored.
This story saw us negotiate
with - and receive a quote
from - Uri Geller.
Manage stories of this
nature carefully though.
Some ‘unbelievable’ stories
risk harming credibility.
ACTION: What
unbelievable challenge
could you set your
business?

Buzz Factory PR


0161 408 2648

Create a feature idea.
Pitching a feature idea isn’t
an exact science.
But if you get the creativity
and timing right. And if you
demonstrate a good
understanding of what
readers enjoy most about
the publication …
… then you might just have
a double-page spread on
your hands.
ACTION: How well do
you understand your key
media?

Buzz Factory PR


0161 408 2648

Tie in to a current news story.
When Bez won Celebrity Big
Brother, NewReg.com
offered him a personalised
number plate.
All he needed to do was
personally claim it. The
phone call never came.
But plenty of media
coverage did!
ACTION: Are you ready
to react to current news
stories?

Buzz Factory PR


0161 408 2648

Reveal seasonal buying options.
Here NewReg.com revealed
their most expensive plates
available for Christmas.
Whist trending stories
change on an hourly basis.
Media stories are frequently
seasonal. too.
Tie your services or
products into a current
seasonal story.
ACTION: What seasonal
news stories can you add
value to?

Buzz Factory PR


0161 408 2648

Share your passion.
This story shared Sharon
and Jon’s passion for pub
food.
They also enjoyed radio
coverage about their new
online community called
Enjoy Your Meal.
We love this stunning
photo.
Discrete branding plus alltoo-often neglected depth
make it really stand out.
ACTION: How is your
business sharing your
passion?

Buzz Factory PR


0161 408 2648

Challenge a stereotype.
Cheryl launched her own
removals company.
This story is unique because
it challenges the usual
stereotypes of a maledominated removals
business.

ACTION: How does your
business challenge the
status quo?

Buzz Factory PR


0161 408 2648

Stand for something.
Sarah has gone on to
become a TV regular on
reality TV programmes.
But only by ignoring our
advice to show empathy
with those who disagreed
with her!
A confident confrontational
belief in your own views is
not for everyone. But Sarah
keeps getting booked!
No we’re not advocating
confrontation, but ..
ACTION: What does your
business stand for?

Buzz Factory PR


0161 408 2648

Follow up on negative publicity.
This article in The Star
featured the social media
backlash to Kathryn’s
Channel Four Come Dine
With Me appearance!
Kathryn’s sense of humour
was misinterpreted by
some.
And this article gave her
side of the story in response
to the torrent of abuse she
had received.

ACTION: What negative
publicity deserves your
side of the story to be
heard?

Buzz Factory PR


0161 408 2648

Host an amnesty.
GO Outdoors hosted the UK’
s first walking boot
amnesty.
A positive recycling
message accompanied a call
to action to boost footfall.

ACTION: What products
might your customers
swap?

Buzz Factory PR


0161 408 2648

Enhance a service.
Stagecoach enjoyed
regional and trade coverage
for their new route
announcement.
Take care to avoid overcommercial announcements
and reveal a relevant
human interest context.

improve your service?

Buzz Factory PR


0161 408 2648

Announce a rallying cry.
To promote the North West
Inventors’ Expo we
positioned innovation as
crucial to the region’s
economic recovery.
Aerospace entrepreneur
Dennis Mendoros agreed,
and supported our message
with a rallying cry.

ACTION: How can you
mobilise other
businesses to make a
difference?

Buzz Factory PR


0161 408 2648

Reveal a takeover.
Takeovers are great for
business pages, local and
trade interest.
Don’t forget the importance
of appropriate internal and
customer communication
too!

ACTION: Are you
planning growth through
acquisition?

Buzz Factory PR


0161 408 2648

Reveal an unusual hobby.
People buy from people.
That’s why customers like
to know what makes people
behind the business tick.
Here the MD of Principal
Hygiene reveals his love of
paragliding.

ACTION: What unusual
hobbies or pastimes can
you disclose?

Buzz Factory PR


0161 408 2648

Ban something.
Love this story.
A ladies hairdresser raises
money for charity by
banning any in-salon chats
about holidays.
Inspired by the age-old
hairdresser question: “So,
are you going anywhere
nice for your holidays?”
The ban raised hundreds of
pounds for local charity.
And enjoyed newspaper and
radio coverage.

ACTION: What can you
ban?

Buzz Factory PR


0161 408 2648

Support a national charity event.
National charity events like
Comic Relief and SPort
Relief are often the days
every year when every
business attempts to get
coverage.
Stack the odds in your
favour by supplying the
press with brilliant images
and video.

ACTION: Which charity
event will you support?

Buzz Factory PR


0161 408 2648

Host your own charity event.
Appeal for customers and
local businesses to join
forces in your own charity
event.
ACTION: Who could you
invite to support a
charity event?

Buzz Factory PR


0161 408 2648

Reveal a unique marketing initiative.
Children of staff at this car
dealership were invited to
take part in a fun Christmas
video.
It made for some great
seasonal digital content.
And some smashing news
coverage too.
ACTION: What
imaginative marketing
initiatives do you have
up your sleeve?

Buzz Factory PR


0161 408 2648

Will your business be next?

Buzz Factory PR


0161 408 2648

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