Media relations | Benicate

Be an authority

When it comes to establishing yourself as a thought-leader or authority, there’s nothing as powerful as the media.

According to research by the Wall Street Journal, editorial press coverage has been proven to be ten times more effective than advertising or advertorial. It also costs a fraction of the price if you can generate stories and case studies that the media want to cover.

How do you generate press coverage?

There are five ‘ingredients’ you can use to generate press coverage:

News – breaking events the press is already actively writing about
Research – new research or survey findings that show interesting findings
Case studies – customer stories that show how a challenge was overcome
Opinion – your thoughts and views as a thought-leader for your industry
Advice – top-tips and practical advice on a topical issue

If you want to be in a national newspaper you need very strong research capable of generating headlines in its own right or a powerful opinion on something the press is already actively writing about. If you want to be in a feature of your most important trade magazine you could do with a great customer story and a news hook that makes now the time to be sharing it with the world.

Benicate’s experienced media professionals can help you to create content – research reports, case studies and opinion articles (aka blogs) that you can not only use to drive a media relations programme, but also drive your own content marketingcampaigns.

One of our integrated campaigns typically includes:

Help to identify a top issue to champion thinking
Research analysis to pull out the latest statistics
Copy writing to produce a thought-leadership report
Promotion of the report thinking across key media
Tweets and LinkedIn posts with appropriate hashtags
Blog based on report to share report with existing customers
Use of press articles to drive new prospects to download report
Review meeting to assess impacts and plan next campaign

Case Study: Attracting the right audience

When Parent & Professional wanted to stand out for the amazing work it was doing to help employers attract and retain working parents, Benicate was tasked with identifying a topic that would enable it to win the attention of a more senior HR decision-maker audience.

A review of what the press was likely to writing on in the near future showed that the issues of gender pay gaps was becoming of in increasing concern to HR directors, with lots of forthcoming press opportunities likely to arise. Parent & Professional was interviewed to generate in-depth opinion and thinking on why employers needed to do more to support maternity returners and make flexible working the norm, so that the ‘motherhood penalty’ ceased to exist.

The resulting report 'Closing the Gender Pay Gap' thought-leadership report generated press coverage in key HR titles and was turned into blogs, tweets and other content to create reasons to talk about the issue with existing customers.

“Within just a few months Benicate had given us a media presence and generated a fantastic thought-leadership report for us to connect with a much more senior audience. I can throughly recommend Katheryn for her professionalism and expertise.”