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Companies large and small alike often go head-to-head in their attempts to secure media attention.
As an up-and-coming startup or even an established SME, it can be difficult to stand out and get your brand the recognition it deserves among the headlines dominated by some of the bigger players in the industry. This is why you need an edge. In this post, I am going to show you 6 proven PR angles that you can use to capture the heart of any journalist, and get yourself the media feature you desire.
Bonus Material: Download Your FREE eBook, Reputation Mastery: The PR Playbook Here
When it comes to getting featured, it is important for you to know what is the format and structure the media is looking for when it comes to stories they want to write.
Tip: One important thing to remember is that your pitch MUST not be sale-sy.
Knowing these angles helps you identify what is relevant for your brand to take on. Not all of these angles will be relevant for your brand because some work better for an industry while others work better for another.
1) People’s Stories
When you should use it: When you have a personal story that can evoke emotions and inspire a narrative that can be used to create human interest stories. The story should ideally be tied to your business for a bigger impact.
Why: These stories often resonate with the audience and can generate significant media coverage.
Example:
- Founder stories
- Staff stories
- Volunteer stories
- Beneficiary stories
Mini Case Study:
- Headline Example: Remember what brought you together: Marriage tips from couple behind Lil’ but Mighty tuition centres
Here, the profiling of the founders’ business journey as a warm couple story resulted in 35 media coverages in education publications & media outlets such as CNA, The Straits Times, Today, 8World, Nuyou.
2) Expert Opinions
When you should use it: When you are able to comment on key industry-related news with insights that will be exciting to both the industry and the media.
Why: Expert opinions help position you or your company as a thought leader in your industry. This can enhance your brand’s reputation and credibility. By providing unique insights and analysis that your competitors may not offer, your PR pitch may become more valuable and interesting to the media.
Example:
- Industry trends
- Legislation changes
- Big industry news
Mini Case Study:
- Headline Example: Schools looking at ways to manage use of AI in learning
The founders had the opportunity to address crucial topics within the education sector through prominent media platforms. They shared their insights on radio stations like CNA938 and MoneyFM, engaging in meaningful discussions about the education landscape.
3) Sharing Data and Insights
When you should use it: When you have industry or consumer behaviour-related data/insight that will pique the interest of the public and media.
Why: Data-driven insights can provide evidence to support your claims, enhancing the credibility of your message. When your data is timely and relates to current trends or events, it can set your brand apart from the others because original data that you’ve gathered can offer fresh perspectives and insights to your industry. When sharing insights, however, always make sure that your data is 100% factual without even the slightest twist.
Example:
- Industry reports
- Comparative analysis
- Predictions
Mini Case Study:
- Headline Example: The Great Supply Chain ‘reset’: The 5 trends affecting supply chains in Asia
Kinaxis is a global supply chain solutions provider that is establishing a presence in APAC. They needed to explore ways to build awareness and credibility of their brand in Asia.We leveraged their insights on supply chain to generate thought leadership articles in prominent media in Singapore. We also worked with them to announce key partnerships in Korea and the establishment of their office in India.
4) Introducing Products
When you should use it: When you are launching a new product and/or if your product has unique features or benefits.
Why: Introducing a new product or service can generate buzz and excitement from both the media and your target audience if your product has a unique feature or benefit. How you introduce your product can also help position your brand in the minds of consumers.
Example:
- A product that is innovative/disruptive
- A product that solves an immediate need
- A product that involves a partnership with another company
- A product that highlights a specific function
Mini Case Study:
- Headline Example: Spize Temasek Club launches Singapore’s first croissant-burger hybrid avail now till 1 March
5) Newsjacking
When you should use it: When you can leverage what is happening in the news and then inserting yourself into the conversation.
Why: Newsjacking allows your brand to be part of the current conversation, making your message more relevant and timely. By associating your brand with trending news, there is opportunity to engage with your audience on topics they’re already interested in, which can drive more engagement. On top of media interest, newsjacking can improve your search engine ranking if you can provide valuable content around trending keywords.
Example:
- Industry developments
- Viral event
- Trending topics
- Seasonal events
Mini Case Study
- Headline Example: Migrant worker, 42, wins S$18,888 in prize money from ‘Squid Game’-themed company event in S’pore
Our client hosted their own internal appreciation event, felt that this story would be valuable in the eyes of the media, spoke to us for advice and we acted fast with a single press release which went viral. Why?Firstly, big numbers make a story more exciting. Secondly, context matters — if it was a Singaporean who won SGD$18K, the media would not cover this story.
In this case, a key element was the context – migrant worker wins $18,888, equivalent to 1.5 years’ worth of his salary.
6) Client Case Studies
When you should use it: When you can showcase some interesting work that you’ve done yourself and/or for your clients.
Why: Case studies demonstrate value in real-world applications. They allow you to tell a story, which can engage readers and make your brand more memorable.
Example:
- Problem-solution narrative
- Transformational stories
Mini Case Study:
- Headline Example: Power Plant Mall, Aimazing launch the PH’s first digital Christmas raffle
Putting it all Together
Now that you know the 6 PR angles you can use to catch the media’s attention, here are a few case studies, across multiple industries, to better help you visualize the process of coming up with different PR angles for your business/brand.
Possible angles for a physiotherapy clinic
Possible angles for a tuition centre
Possible angles for an automotive business
These are just some examples of how brands and businesses can brainstorm ideas for their pitch to the media. Remember, every business and industry is different, and it’s essential to tailor your approach accordingly.
Do not copy these examples but use them as inspiration to craft compelling narratives that showcase your story and brand value to the world.
Action Step
1. Bonus Material: Download “Reputation Mastery – The PR Playbook” for free here.
2. Start coming up with your own unique angles that you can pitch to the media.
3. Read this and start planning your PR Calendar for the year.
4. Go through the playbook (download above) for a complete step-by-step process on how to execute your own PR campaign from scratch.
