How PR can steer the news agenda
“Steering the news agenda” is a phrase often circulates in PR strategies – but what does it actually mean, and how do we go about it in practice?
As PR and media strategists, we know the power of tapping into the wider news cycle when pitching for our clients. We want to think about what’s going on in the world to understand what stories will truly grab a journalist’s attention and use that knowledge to steer the news agenda to talk about our clients.
To find out how we did this, let’s take a look at a recent campaign that achieved national coverage for one of our clients:
PR that reflects public concerns
Steering the news agenda means identifying popular news stories and themes and using them to promote a brand and raise awareness for key issues.
Recently, we steered the news agenda by tapping into the huge rises in shoplifting that we’re seeing in the UK. Reports of shoplifting have never been higher, with over half a million reported in England and Wales last year – a number that keeps rising month by month.
The news agenda covers shoplifting frequently. As PR strategists, we regularly identify these hot button issues that appear in the news agenda and consider how we can add to the discussion. Can we answer any of the questions that people are asking?
It also helps if the topic plays into wider issues going on at the time. As PR strategists we need to be aware of that every story is connected. Shoplifting is linked to the cost-of-living crisis, the economy, and therefore any political announcements that may tie into this. We always need to be aware of when our work can add value, or if it risks adding harm.
Panel guests and the public discuss the rise in shoplifting pensioners on Channel 5
PR that offers new information
Once we have a topic in mind, we’ll need to consider exactly what we can add to the conversation. Whether that’s a new statistic, data or expert commentary, once we have identified journalist appetite, we assess what we can offer to the wider discussion. Would we be able to comment fully on the situation? Would we be able to offer answers to some of the key questions?
Giving your client the space to share their views means the journalist not only gets interesting new information but also gets the chance to hear the authenticity behind it. When dealing with complicated issues it’s vital to come across as human and empathetic as possible.
For example, recently our client gave his expert opinion on shoplifting to national media, delving into what he’s seeing day to day on the shop floor, identifying trends but also sharing reasons why some people are shoplifting. One standout point made was that more pensioners are now resorting to shoplifting than a year ago. This subverts the general idea of shoplifters being younger people, or organised criminals, and helping to tell a different story of shoplifters as people who are struggling to make ends meet.
PR that builds brand awareness
When the news broke that more pensioners are shoplifting, all major national newspapers covered the story, and we achieved over 200 pieces of coverage. This included over 50 in key target publications, including The Times, Sky News, The Telegraph, The Guardian, Daily Mail, Daily Express, Metro, The Sun, LBC, with 2 million estimate views and an audience exceeding 1 billion.
We also brought about wider discussion on broadcast TV, with panel guests discussing ‘should pensioners who shoplift be let off lightly?’ on Jeremy Vine’s show on Channel 5. The topic led to further engagement and discussion amongst the general public, boosting engagement through comments and shares on X and BlueSky, with the clip also uploaded to the show’s YouTube channel.
There was also an opportunity to bring a light-hearted tone to a traditionally serious subject, with many journalists demonstrating some extra creativity in their headlines, drawing cartoons and sharing their personal opinions around the topic, all of which helped to keep the topic at the forefront of the news agenda.
As a result, we landed our client an interview with Executive Editor Jeremy Griffin on Times Radio, continuing to let our client lead the discussion and bring a human and empathetic voice to the discussion.
If you would like to learn more about how we can help you build brand awareness and steer the news agenda, call us on 0161 706 1618, email [email protected] or fill in our contact form here.