Many brands, especially startups, face a frustrating reality: they have an outstanding product, yet no one is talking about them. In today’s digital landscape, media coverage is essential for building brand credibility, increasing awareness, and driving growth. However, securing press attention is not as simple as having a great product. Without strategic PR, even the most innovative brands can struggle to gain visibility and recognition.
Why Great Brands and Products Fail to Get Attention
A common misconception among emerging brands is the belief that if they create something exceptional, consumers and media will naturally take notice. According to Forbes, approximately 85% of new products fail due to companies not engaging in direct communication with consumers to understand their needs and preferences
The marketplace is crowded, and attention is a highly competitive resource. Journalists receive hundreds of pitches daily, and unless a brand’s story stands out, it will likely be overlooked. According to Muck Rack’s State of Journalism Report, 94% of journalists prefer pitches that are relevant to their beat. Many brands also fail to communicate their unique value proposition effectively, making it difficult for consumers and media to connect with their story.
Another challenge is inconsistency in messaging and branding. Brands that lack a cohesive identity across platforms struggle to build trust and recognition. Additionally, without strong media relationships or an understanding of PR timelines, brands miss out on valuable opportunities to get featured in relevant publications.
The Most Important Factors for New Brands to Succeed
To gain media attention and consumer interest, brands must establish a unique value proposition. Differentiation is key in a saturated market. A compelling story that highlights what sets the brand apart can make all the difference. According to a Harvard Business Review study, brands that craft compelling narratives can see up to a 22X increase in customer engagement.
Consistency across all channels is also critical. Whether on social media, a company website, or in press materials, a unified brand voice and visual identity reinforce credibility. Additionally, brands must actively build an audience before expecting media coverage. Engaging with consumers, fostering a community, and leveraging digital marketing strategies help create a strong foundation before seeking press attention.
Why PR Is More Than Just Press Releases
While press releases are a fundamental PR tool, they are only one part of a successful media strategy. PR has evolved beyond distributing announcements; it now encompasses brand positioning, media relations, and content-driven engagement.
PR differs from marketing in that it focuses on generating organic buzz rather than direct advertising. A strong PR campaign builds a brand’s reputation over time, creating sustained visibility rather than short-term promotional spikes. Brands must leverage PR to tell meaningful stories that resonate with their audience and attract media interest.
According to the Public Relations Society of America (PRSA), earned media is five times more effective than paid media in influencing consumer decisions.
How to Use PR as a Powerful Tool for Success
Effective PR starts with crafting a compelling brand narrative. This involves developing a strong brand story that aligns with media interests and consumer expectations. Journalists are more likely to cover brands that present a unique and engaging angle. Research from Edelman’s Trust Barometer shows that 81% of consumers need to trust a brand before making a purchase.
Building relationships with journalists and media outlets is equally important. Brands should engage with journalists on social media, comment on their work, and offer valuable insights. Personalized outreach, rather than generic press releases, increases the chances of media interest. Additionally, leveraging social media for PR exposure amplifies brand visibility. By sharing brand updates, responding to industry trends, and engaging with media professionals, brands can position themselves as industry leaders.
Common PR Mistakes That Keep Your Brand Invisible
One of the biggest PR mistakes brands make is relying solely on paid advertising. While paid media can boost visibility, it does not provide the credibility and authenticity that earned media offers. A balanced strategy combining earned, owned, and paid media is essential for long-term success.
Another mistake is sending out generic press releases without a compelling hook. Journalists seek stories that add value to their audience, not just promotional material. Brands must ensure their pitches align with media interests and present a newsworthy angle.
Ignoring audience engagement and community building is another common oversight. PR is not just about securing media coverage—it’s about maintaining an ongoing conversation with consumers. Brands that actively interact with their audience create stronger relationships and increase the likelihood of organic media mentions.
Finally, failing to track and measure PR success can limit a brand’s ability to refine its strategy. Monitoring media mentions, website traffic, and engagement metrics helps brands understand what works and make necessary adjustments for future campaigns.
Case Study: Olli Ella – A PR Triumph
Olli Ella is a perfect case study has significantly increased its brand awareness through strategic initiatives focused on global expansion, sustainability, and innovative marketing. The brand has gone from a local hero to a global icon in just a few years of representation.
Olli Ella appointed Piccolo PR to lead its PR strategy across Australian media, enhancing brand reputation, awareness, and customer engagement. The brand’s commitment to sustainability and ethical production has been a cornerstone of its identity. Achieving B Corp certification has bolstered consumer trust and differentiated the brand in a competitive market.
One of the brand’s earliest successes was the introduction of products like The Luggy basket, which has since become an icon—showcasing the brand’s ability to seamlessly blend functionality with aesthetic appeal. This collaboration resulted in extensive media coverage, both locally and internationally, enhancing the brand’s visibility and reputation.
The campaign generated a total PR value exceeding AUD $8.75 million, reaching an audience of 20.1 million.
Turning Your Brand from Hidden Gem to Talked-About Success
Securing media coverage requires more than just having a great product—it demands strategic PR efforts. By crafting compelling narratives, building media relationships, and leveraging multiple marketing channels, brands can enhance their visibility and credibility. PR is not an optional strategy but a necessity in today’s media-driven world. Brands that embrace PR as a continuous effort will position themselves for long-term success.
If you’re ready to elevate your brand’s media presence, contact the Piccolo PR team today and start gaining the recognition your brand deserves.
