Media relations: Reframe your brand’s story
For the past few months, I’ve been on the hunt for media opportunities for one of our clients, MilliCare. This company has a great environmental story to tell, but I found few receptive ears among industry publications. “Green” is no longer a hot trend – and for good reason. Many individuals and companies have already incorporated sustainable products and practices into their day-to-day lives.
So, what do you do when a brand hangs its hat on a passing trend? Reframe the story.
MilliCare is a green service provider, but it’s also a franchise organization with business trend experts on staff. These representatives are qualified to speak on how to improve business efficiency and reduce capital expenses, with green practices as a second tier message. As MilliCare’s public relations counsel, it is our job to find the right media opportunities for the company to be a resource.
With this new story and a few pitching best practices, I found industry publications that were immediately interested in MilliCare as a business expert – not just another company touting a green story.
To other PR pros out there, what experiences have you had pitching a brand’s story that fell on deaf ears? How did you evaluate the situation and find additional media relations opportunities?