Companies are always looking for ways to get people to notice them. And that includes inserting themselves into the news cycle. But what’s driving this trend?

The Need For Brand Awareness

The main driver is the need for brand awareness. Digital PR services help to get company information in front of a wider audience of readers than is possible through conventional channels. 

Furthermore, this approach also helps companies seem more authentic and engaging. Customers are more likely to read stories in newspapers and online in full than work their way through terse and dull marketing copy (that makes them want to pull their hair out). 

Positive media coverage can also have long-lasting effects. While press releases announcing new products or campaigns are helpful, companies that tug at their audiences’ heartstrings are much more likely to experience success. Firms associated with specific movements portrayed by the media are highly likely to build loyal followings for life. 

The Ability To Drive Thought Leadership 

Companies are also inserting themselves into the corporate news cycle to drive the perception they are thought leaders. Often, those with the most air time are considered the foremost experts in their fields. 

You can see companies adopting these tactics all the time. Brands in the consulting and professional services sectors are keen to differentiate themselves from the competition and make it clear that they have the most cutting-edge ideas and concepts. 

What’s more, digital press releases and news stories can link to ebooks and white papers describing research and thinking. These make it simpler for audiences to learn more about brands and what they offer. 

The Requirements For Social Responsibility

Many brands are also inserting themselves into the news media to better demonstrate their corporate and social responsibility. Firms want to make it clear that they are supporting the community through their actions and minimising external costs. 

ESG mandates are becoming a big part of running a successful business. Firms know that they need to appeal to consumers and offer them assurances that their values align. Customers, especially younger ones, are less likely to use a brand if they believe it will conflict with their ethics. 

For example, coffee companies often tout the fact that they work with local, well-paid farmers, to encourage more people to go to their cafés or buy their products. These media-driven messages can induce a feel-good factor that encourages more consumption and spending. 

Other companies, like phone shops, sometimes set aside a fund to donate to charity to help homeless people. Again, these initiatives can make a massive difference and build trust with sceptical online audiences. 

Crisis Management

Businesses are also trying to get into the news cycle to manage crises better. Sometimes, negative stories will get into the press. Having alternative or competing narratives can help to mitigate the impact and prevent them from getting out of control. 

For instance, Bridgewater Associates, the global hedge fund, recently saw a slew of negative stories coming out about its founder and owner, Ray Dalio. A former disgruntled employee wrote a book disparaging the man himself and the practices of his firm. 

However, the incident quickly receded. Bridgewater released facts about the event and said that the writer in question was never a partner or employee at the firm. Furthermore, Ray Dalio himself continued to make TV appearances, as before, ensuring that the crisis would blow over quickly, which it did. 

Companies also engage in crisis management through the media when it comes to things like product defects or food poisoning cases. Brands being able to get their story across shows that they are being proactive and can also help mitigate the apparent severity of the oversight or negligence. 

The Drive For Talent And Employee Engagement

Some firms are also inserting themselves into the news cycle to improve their employee brands. Companies believe becoming more high-profile and prestigious enables them to attract top talent and garner more interest. 

Tesla is the master of this. The small electric car firm understands that getting employees excited about its projects and branding can help it attract people who will make a considerable difference on the shop floor. 

Google is also a master of getting its name out into the news about the perks it offers employees. It runs stories on its office playgrounds, free commuting and transport, and workplace culture, positioning itself as a leader in all fields through the news media. 

The Need For Customer Loyalty

Finally, some firms use the news media to drive customer loyalty. Creating native content or interesting articles about how the firm is pursuing beneficial projects can be an excellent way to build customers for life.