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Scrolling through social media these days, I’ve noticed a concerning trend: The promise of instant media coverage through AI-powered PR solutions.
While attractive, these advertisements promising guaranteed headlines for a fraction of traditional PR costs, paint an oversimplified picture of what genuine PR entails.
As someone who has seen my team spend years in the trenches of media relations, I can tell you that securing meaningful press coverage isn’t about deploying algorithms or automated pitching systems. Rather, we employ a process-driven approach of studying editors and journalists, understanding what they truly want in a story, and making deliberate efforts to build authentic relationships.
The reality is that PR is like a complex machine where all gears need to fit properly.
Each pitch requires careful consideration of crucial questions like “What differentiates my clients’ business from others?” and “How is it transforming industries or making people’s jobs easier?”.
These are nuanced questions that demand human insight and strategic thinking to answer effectively.
While AI has revolutionized many industries, the human elements of PR – creativity, emotional intelligence, and relationship building still remain irreplaceable.
After all, if securing media coverage was as simple as pressing a button, why do even the biggest brands still invest significantly in building authentic media relationships?
The Methodical Nature of Real PR
Anyone who has successfully secured meaningful media coverage knows that it’s far from an instant process. Securing meaningful coverage is like cultivating a garden rather than pressing a button. It takes time, patience, and most importantly, a human touch.
True PR professionals understand that it requires a methodical approach – one that begins with knowing what editors and journalists truly want, not what we think they want.
Think about it — every journalist and editor is unique. They have different interests, writing styles, and perspectives on what makes a compelling story.
And this knowledge doesn’t come from a machine.
It is the result of carefully studying their work, understanding their audience and making deliberate efforts to connect with them, one-by-one.
It is relationship-based. Not algorithm-based.
Here’s the honest truth: rejection is part of the journey. Even the most perfectly crafted pitches don’t always land.
But that’s exactly why the human element is so crucial – we learn, adapt, and try again.
The process requires you to stay constantly informed about your industry and your customers.
You need to ask yourself some tough questions: What makes your story different?
How are you actually making a difference in your industry?
These aren’t just checkboxes to tick — they’re nuanced questions that require critical thinking and real understanding of the industry to pull off effectively.
The Art of Story Angles
Let me share a real case study that perfectly illustrates this point. When our team worked with SoftBank Robotics Group Corp (SBRG) to announce their global partnership with Keenon Robotics, we knew we had a compelling story. But the magic lies in how we crafted different narratives for different media audiences.
When approaching business media like CNBC and Nikkei, we focused on the strategic implications of two robotics giants joining forces. The business angle wasn’t just about robots but also about market transformation, industry partnerships with giants like TungLok Group and Grab, and the broader impact on the service sector.
For technology publications, we shifted the spotlight to the Keenbot’s capabilities and how it was set to revolutionize indoor service operations. Think of it as painting a picture of the future, where AI and robotics seamlessly integrate into our daily lives.
Local media like The Straits Times and Channel NewsAsia needed a different approach entirely. Here, we emphasized the immediate impact on Singapore’s food service industry and what this meant for local businesses and workers. It’s about making global technology relevant to local context.
The result? Nearly 50 stories across broadcast, print, and online media.
Here’s the real lesson: instead of a one-size-fits-all press release, PR success is all about understanding each media outlet’s unique perspective and crafting stories that resonate with their specific audiences.
This is why the evergreen question of “Who cares?” remains so crucial in PR.
Every story needs to be told in a way that matters to its specific audience, connecting to broader industry trends while remaining relevant to each publication’s readers.
Quality Over Quantity
After sharing these insights about methodical PR work and the SoftBank Robotics success story, let’s address an important reality about different PR approaches in the industry.
While mass distribution services can seem appealing with their wide reach and convenience, they often face a fundamental challenge, top-tier media coverage remains elusive without an extraordinarily compelling story. This makes sense when you think about it — publications like Channel NewsAsia and The Straits Times are looking for specific angles that align with their editorial interests, from founder stories to industry transformation narratives.
This is precisely why our approach is different. Instead of broadcasting pitches to everyone, we believe in targeted, personalized outreach. When working with clients across various industries, we’ve seen how exploring different media channels with tailored pitches leads to higher-quality coverage. Sometimes, media channels that aren’t considered top-tier might actually have a greater impact on your business goals.
Beyond the Headlines: Building Lasting Impact
Securing media coverage is just the beginning. How you leverage these features to build lasting credibility and influence is something you should seriously think about.
For newer businesses especially, breaking through initial awareness barriers can be challenging. But here’s what successful brands do differently: They understand that PR is more than just getting headlines — it’s about building a comprehensive reputation strategy.
This means utilizing media features and key opinion leader endorsements as powerful social proof across all customer touchpoints. Think website credentials, social media channels, and sales materials. Each media feature becomes a building block in your brand’s credibility story.
But here’s the crucial part – creating a sustainable approach to reputation building. As your company grows, you’ll need to think about:
- Building in-house PR capabilities
- Developing crisis communication plans
- Creating community engagement strategies
The most successful brands don’t just focus on commercial aspects — they share heartfelt stories and lifestyle elements that resonate with their audience. They understand that personal branding and storytelling are essential for strengthening social media visibility and creating lasting connections with their audience.
Remember, in today’s digital age, your brand’s story isn’t just what you tell, it’s what others say about you. And that’s something no algorithm can manufacture.
