The problem with 'media coverage' today for bosses

30th July | Thought Leadership, Media, Strategy

The problem

Media coverage is like a photogenic set of six-pack abs. if you don’t have it, you want it. But if you do have it – how does that Instagram-worthy torso actually help you achieve your goals of landing that perfect relationship, or complete 200 sit-ups with perfect form, or lift a car off a trapped toddler? And much like a six-pack, media coverage does not come without a bit of hard yakka, consistency and follow-through.

If you don’t have media supporting your company or your initiative, you want some (we know this from experience!). Sometimes you’ll attract media attention, but the experience can be unsatisfying and ineffectual. Usually that’s because you have the wrong approach or strategy or have fallen into a common trap (one of the major ones is not nurturing your media relationships).

The challenges around media coverage Can you spot where your company fits in?)

The legendary golfer Gary Player famously said, “The harder I try, the luckier I get.” However, Gary put in a decent amount of strategy into his game

CEOs, business founders and leaders can face a number of challenges in their quest to attract a tribe of raging fans that become advocates for your company’s product or service. Some problems that we have encountered include the following – sometimes though it’s not just about trying hard – but trying to be as strategic as possible:

1.    You have no media coverage for your company.

2.    You have a few peaks in a year of media coverage but nothing consistent, and it does not translate to increased opportunities, achieved KPIs, ROI or word of mouth, or something is just off-kilter.

3.    You receive media coverage but it’s mostly negative.

4.    There is a revolving door at the marketing manager’s chair.

5.    Your company is not consistent enough in its approach and is chasing shiny objects.

6.    Your company is too consistent, and not brave enough to create some stand-out thought leadership.

7.    You often push too hard in the beginning, and then don’t push through the middle section (patience is a virtue)

8.    You and your team are not doing enough Deep Work before implementing your strategy.

9.    Does your leadership have understanding or an empathy for media deadlines and the news cycle?

10. Are you too timid – “I’m not sure if my clients listen to podcasts, read that newspaper or use social media?” – so you don’t try?

11. Your business leaders don’t understand the power of owned media (video, infographics, landing pages, podcasts, inbound, social) to create engagement with your key audiences, including customers and potential customers.

12. You have diluted your power by having too many consultants, and you are often confused by conflicting advice.

13. You are not available and don’t prioritise marketing and PR as services which can deliver ROI and increase profitability.

14. You do not have your media photo and bio ready at all times.

What can bosses do?

If you have one or a couple of these potential issues then you need to consider a quick rethink about how you communicate internally and externally? Are you prepared to audit your communications / content / PR team approach? Challenges can sometimes be easily overcome with the right approach, as long as someone is willing to make a few tough calls as to what’s working well, what’s not, and what could work better with some adjustments.

There are FIVE basic steps to your audit

Step One – The plan – Strategy, implementation and what support and alignment you have


  • Your vision
  • Goals, KPIs and outcomes
  • Target audiences
  • Key messages
  • Credible messages
  • Owned, earned and sponsored media mix
  • Continual scanning of environment


  • Do you have effective and rich content?
  • Have you focused on building relationships and partnerships (internal and external)?
  • Have you invested a little time on training company spokespeople?
  • Are you prepared to do a steady and intelligent outreach?
  • Do you monitor and evaluate your response, and can you adapt quickly?

 Support and Integration

  • Does your management team / executive and all levels of leadership show support for the strategy?
  • Have you allocated enough resources to ensure success?
  • Have you attempted to try and integrate your approach company-wide?
  • Have you involved your teams and all staff at all levels?

 Step Two – Identify how committed your company is to the strategy 

0      Not performed (uncoordinated, unassigned, no resources)

1      Ad Hoc (deliberate / managed resources allocated, responsibility assigned)

2      Planned (regularly performed best practices coordinated)

3      Institutionalised (regularly performed best practices coordinated)

4      Evaluated (performance measured, progress tracked, practice predictable)

5      Optimised (regular reflection, continuous improvement)

Step Three – Assess current performance and capacity

  • Collect data and use this to make assessments (can be systems analysis, document review, interviews, focus groups, surveys, critical incident analysis, participant observation)

Step Four – Identify areas for improvement 

Step Five – Refine and repeat the process regularly

About Alexander PR

Alexander PR (including division The Content Place) is the first PR agency in New Zealand integrate Inbound Marketing into their suite of client services.

The team at Alexander PR and The Content Place have all round marketing experience is every category of marketing and focus on structure, strategy and execution. The job is to be a house of skills and create commercial opportunities for customers through the right conversations.