{"id":140358,"date":"2021-08-26T14:53:56","date_gmt":"2021-08-26T18:53:56","guid":{"rendered":"https:\/\/bicom.ca\/2021\/08\/26\/5-golden-rules-for-a-successful-corporate-media-relations-campaign\/"},"modified":"2026-01-25T18:02:17","modified_gmt":"2026-01-25T23:02:17","slug":"5-golden-rules-for-a-successful-corporate-media-relations-campaign","status":"publish","type":"post","link":"https:\/\/bicom.ca\/en\/2021\/08\/26\/5-golden-rules-for-a-successful-corporate-media-relations-campaign\/","title":{"rendered":"5 golden rules for a successful corporate media relations campaign"},"content":{"rendered":"

When a company executes a media relations<\/a> campaign targeting business and corporate media, the goal is often the same: grow brand visibility. However, while the general goal can be the same, specific goals emerge by defining an energy moment \u2013 whether you\u2019re introducing a rebrand to your existing customer base or sharing exciting corporate news.<\/p>\n

 <\/p>\n

Energy moments and objectives might differ, but the underlying process is the same. Successful corporate media relations rests on 5 core pillars:<\/p>\n

 <\/p>\n

1. Be newsworthy<\/strong><\/h4>\n

 <\/p>\n

Give journalists something to chew on. It\u2019s essential to stand out by sharing newsworthy <\/em>news: notable events, merger-acquisitions, employee growth, etc. The press loves fresh information and, with the right strategic spin, a local company conquering new markets is a solid hook.<\/p>\n

\u00a0<\/strong><\/p>\n

2. Have a clear message<\/strong><\/h4>\n

 <\/p>\n

Every company inhabits a niche: manufacturing, technology, cosmetics, etc. This expertise often comes with industry-specific jargon and we can easily forget that it isn\u2019t part of everyday cultural conversation. If you work in digital marketing and hear leads, CPM, CTR<\/em> \u2026 Easy enough to understand! But if you\u2019re working in medicine, well\u2026 What?! Those terms fly right over your head. Clear messaging is essential when communicating with the public, so don\u2019t be afraid to speak more colloquially; you\u2019ll be perceived as more accessible. Prepare for your message to be received loud & clear!<\/p>\n

\"\"<\/p>\n

3. Deploy your message to the right people<\/strong><\/h4>\n

 <\/p>\n

Once your message is clearly established, it\u2019s time to get it out into the world. Wait, stop \u2013 don\u2019t hit send. \u00a0You can\u2019t send to just anyone.<\/em> You need to be targeted in your outreach; don\u2019t blast your \u00a0press release\/pitch\/newsletter to your entire media list. These woefully inundated \u00a0journalists receive hundreds upon hundreds of emails daily, so be smart about approaching the right person with the right angle. For example, if you\u2019re a tech giant, why send your press release to a sports journalist? This might seem intuitive but it\u2019s a common blunder. Remember that your address book is your best friend.<\/p>\n

 <\/p>\n

4. Ensure the diffusion of the message with a good spokesperson<\/strong><\/h4>\n

 <\/p>\n

Now that you\u2019ve deployed your message, you\u2019re (hopefully!) attracting media attention. You\u2019ll soon have to answer questions from press across multiple formats: e-mail interviews, phone calls and even television\/radio segments. So, now what?! It\u2019s time to choose your spokesperson, someone that knows your company inside & out and reflects the brand values to a tee. A good spokesperson is simple, clear and a confident communicator. It won\u2019t always be a CEO or founder; it\u2019ll be the leader best suited to the opportunity. Tap into your resources: your Chief Communications Officer (CCO) or community manager might be your dream spokesperson.<\/p>\n

\"\"<\/p>\n

5. Speak to a larger audience<\/strong><\/h4>\n

 <\/p>\n

It\u2019s 2021 \u2013 a campaign doesn\u2019t have to be limited to traditional medias. We all know the impact of digital and social media; heck, more than 17 million<\/em> Canadians are active on LinkedIn. Combining traditional and digital media is the best way to multiply reach and target a wider audience. Look at \u00a0social media like it\u2019s\u00a0 word of mouth: every like, comment, share and save is a way to reach another network. It\u2019s a very powerful and complementary tool to a traditional media approach.<\/p>\n","protected":false},"excerpt":{"rendered":"

When a company executes a media relations campaign targeting business and corporate media, the goal is often the same: grow brand visibility. However, while the general goal can be the same, specific goals emerge by defining an energy moment \u2013 whether you\u2019re introducing a rebrand to your existing customer base or sharing exciting corporate news. […]<\/p>\n","protected":false},"author":2,"featured_media":139042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[365],"tags":[297,298,300,302,296],"service-cat":[385],"class_list":["post-140358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate-communication","tag-business","tag-corporate","tag-media-relations","tag-press-relations","tag-social-media","service-cat-media-relations"],"acf":[],"yoast_head":"\n5 golden rules for a successful corporate media relations campaign - Agence bicom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bicom.ca\/2021\/08\/26\/les-5-regles-dor-pour-une-campagne-mediatique-corporative-a-succes-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 golden rules for a successful corporate media relations campaign - Agence bicom\" \/>\n<meta property=\"og:description\" content=\"When a company executes a media relations campaign targeting business and corporate media, the goal is often the same: grow brand visibility. However, while the general goal can be the same, specific goals emerge by defining an energy moment \u2013 whether you\u2019re introducing a rebrand to your existing customer base or sharing exciting corporate news. 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