In a world where simple content marketing is becoming cheaper, in large part due to the rise of AI and its ability to churn out millions of words a day, it’s becoming more important to stand out through good PR. Your ability to get your brand placed in publications and on websites of note can help you position your company as an industry standout, thought leader, and credible source for insights of all kinds. Here, we’re going to look at some of the types of PR content that you should start focusing on.

Press Releases And Company Announcements

Perhaps the simplest way to get featured in most publications that cover your sector is to have news to share. Whether it’s a product launch, a partnership, an award, a company milestone, an event announcement, or otherwise, having news to share can be a valuable opportunity for media exposure. Well-written press releases tend to give the necessary information quickly, while helping to support your brand image with the supporting text. However, distribution guidelines can be stricter for press releases than other types of content, so you typically want to avoid making it sound too promotional and ensure that you’re leaning on the newsworthy aspect of the piece above all else. Frequently sending press releases can be a good way to build and maintain relationships with PR departments across the sector, too.

Thought Leadership Pieces

Perhaps one of the hardest kinds of PR pieces to pull off, thought leadership articles, when done well, are also easily one of the most effective. By their nature, they help you position your brand (or yourself or a spokesperson) as an authority within the industry. These articles usually focus on expert insights, commentary on trends, or professional opinions that provide genuine value to readers. Instead of directly selling a product or service (though they can make mention of them), thought leadership is more about building trust in your expertise and experience. Pieces that focus on topics of clear interest to the readers also tend to get welcomed and picked up more often by publications, blogs, and industry websites than those that shine the spotlight directly on a growing brand.

Research And Data-Driven Reports

Showing your expertise through your own insights and experience is all well and good, but you can make an even stronger case for your claims if you have the right findings to back them up. Whether you use original, commissioned research, or you use intelligent data platforms to find the research that supports your claims, framing statistics and data that support your piece and match the interest of the industry and publications’ readership is going to naturally attract them. Even better if you’re able to compile data from several studies to create a meta-analysis that takes an in-depth look at a topic of much interest to the market and sector.

Case Studies And Success Stories

Sometimes, you don’t need a lot of data to cast a good light on your business, products/services, or the consumer’s need for them. Sometimes, just a few real-world examples of you delivering results can be valuable PR. These pieces use genuine experiences and measurable outcomes from your customers and clients rather than promotional claims, making readers more likely to trust what they’re reading. However, it is worth noting that some publications may still consider them too promotional to publish. That said, a compelling human element, even a story focused more on the client/customer with only a secondary focus on your brand, can help you get a place in some more discerning places.

Interviews, Podcasts, And Expert Commentary

One of the most effective methods of personal branding, nowadays, is to give audiences more direct engagement. Appearing in media like interviews and podcasts to provide your expert commentary on any given number of subjects helps you showcase your personality and expertise in a less controlled format, which can give you a sense of authenticity at the same time. Although these appearances may see your brand somewhat sharing the focus with you, it can still be a great opportunity to talk about the virtues of your products and services, and open the door to becoming a known, visible influencer within the sector, which reflects credibility on your business, too.

The right content is a good place to start. From there, you need to work on building connections with the PR departments and publishers of the places you want to get your pieces featured. Be sure to pay particular note to their editorial guidelines before submitting anything.