In today’s saturated media landscape, generating buzz isn’t easy. Yet, some brands are consistently able to break through the noise and land massive media coverage. How? Smart, data-driven PR strategies. Below are five powerful public relations tactics that have helped companies generate over 50 million media impressions, and how you can apply them to your own campaigns.
1. Leverage Timely Newsjacking
Newsjacking is the practice of injecting your brand into current news stories. By reacting quickly to trending topics, brands can earn coverage in high-authority publications. A classic example is when Oreo tweeted “You can still dunk in the dark” during the 2013 Super Bowl blackout. That single tweet went viral and landed media mentions across CNN, Time, and Forbes.
Pro Tip: Set up Google Alerts and use tools like BuzzSumo or TrendWatching to identify opportunities. Respond within hours—not days—to stay relevant.
2. Data-Driven Storytelling
Journalists love statistics and original data. Brands that create reports, surveys, or case studies can provide the media with fresh content they can’t get elsewhere. For instance, Grammarly’s annual “State of Writing” report consistently earns press because it offers insights into workplace communication trends.
How to do it: Run a simple survey using Google Forms or SurveyMonkey, analyze the data, and package it into a visually appealing press release or blog post. Pitch it to journalists covering your industry.
3. Influencer Amplification
Combining PR with influencer marketing can exponentially boost reach. When influential voices share your campaign, it often attracts the attention of journalists and editors. A DTC skincare brand once partnered with mid-tier beauty influencers to launch a new product. The authentic testimonials led to a snowball effect of media mentions in Elle, Allure, and Refinery29—totaling over 60M impressions.
Tip: Choose influencers with niche, engaged audiences rather than just big follower counts.
4. Host or Sponsor High-Profile Events
Events provide a reason for the media to cover your brand. Whether it’s a virtual panel, product launch party, or branded pop-up experience, these moments are inherently newsworthy. Take Red Bull’s infamous “Stratos” jump—it wasn’t just a stunt, it was a global media magnet that brought billions of impressions.
Don’t have Red Bull’s budget? Host a webinar or panel with thought leaders in your space and invite media to attend.
5. Craft Compelling Founder or Brand Stories
Journalists are always on the lookout for unique human interest stories. A compelling founder’s journey—especially one that involves overcoming adversity, building something out of nothing, or taking a unique stance—can become a feature in top-tier outlets like Fast Company or Inc.
What’s your hook? Identify what makes your brand or founder different and develop a strong narrative. Use this in your media kit and PR pitches.
Final Thoughts
Massive media impressions don’t happen by accident. They are the result of strategic planning, real-time agility, and consistent value creation. By using a mix of newsjacking, data storytelling, influencer partnerships, event PR, and authentic brand narratives, your company can move beyond press releases and into the headlines.