By Samiha Fariha, Senior Associate, Golin Toronto
Brands operating in regulated environments face unique challenges when it comes to securing earned media coverage. Whether it’s in industries such as healthcare, finance, or pharmaceuticals strict regulations can often hinder the ability to raise awareness of products or services through media. However, earned media coverage gained through proactive outreach—remains a valuable avenue for these brands to build credibility and trust with their audiences.
Here are five effective strategies for securing earned media placements while operating within a regulated environment.
1. Establish Thought Leadership Through Expert Content
Positioning your brand or leadership as a thought leader within your industry can attract media attention organically. Invest in creating high-quality content that offers valuable insights, trends, and analysis relevant to your sector. By consistently sharing expert opinions, research findings, or innovative solutions, your brand can become a go-to source for journalists seeking authoritative voices. Thought leadership not only enhances your brand’s reputation but also increases the likelihood of media coverage.
2. Leverage Data and Case Studies
Incorporating data-driven insights and compelling case studies into your media pitches can significantly enhance their appeal. Conduct research or leverage existing data to uncover industry trends, consumer behaviors or success stories relevant to your brand. When pitching to journalists, emphasize the unique insights your data provides and how it can contribute to the broader conversation. Data-backed stories are not only more likely to capture media attention but also reinforce your brand’s credibility and reliability.
3. Cultivate Relationships with Journalists
Building strong relationships with journalists and editors who cover your industry is essential for securing earned media coverage. Take the time to understand their beats, interests, and preferred communication channels. Engage with them regularly by providing valuable insights, offering exclusive access to new developments, or simply maintaining open lines of communication. By nurturing these relationships, you can increase the likelihood of your brand being featured.
4. Offer Exclusive Access and Interviews
Providing journalists with exclusive access to key events, executives or insider information can be a compelling incentive for securing coverage. Offer to arrange interviews with your brand’s leadership or subject matter experts to provide unique perspectives on relevant topics. Exclusive access not only adds value to journalists’ stories but also increases the likelihood of your brand being prominently featured. However, ensure that any information shared complies with regulatory requirements and does not compromise confidentiality or privacy.
5. Be Transparent and Proactive in Compliance
In regulated industries, transparency and compliance are non-negotiable. Proactively address regulatory concerns and ensure that all communication with media outlets adheres to applicable regulations and guidelines. Be upfront about any limitations or restrictions that may impact the scope or timing of the stories. By demonstrating a commitment to compliance and ethical practices, your brand can build trust with journalists, ultimately enhancing its reputation and credibility.
Securing earned media coverage for brands operating in regulated environments requires a strategic and nuanced approach. By establishing thought leadership, leveraging data, cultivating relationships with journalists, offering exclusive access, and prioritizing compliance, brands can effectively navigate regulatory challenges while garnering coverage. By aligning media outreach efforts with broader business objectives and regulatory requirements, brands can maximize the impact of their earned media strategies in regulated industries.