Media Relations

Attention can be bought. Credibility is earned.

Media relations is much more than simply writing press releases; it’s about creating meaningful opportunities for journalists and their audiences to engage with your organisation, and knowing how to make the most of them.

You can tell the world how good your organisation is, but when an independent journalist, broadcaster or news channel tells your story, others are more likely to sit up and take notice. That’s what makes effective media relations such a powerful communications tool.

Earned media coverage can build credibility, raise your profile and influence how your organisation is perceived. The right story, appearing in the right place and reaching the right audience, can start conversations, change perceptions and create new opportunities.

Cannon PR helps organisations identify, develop and tell the stories that matter. Combining strong news judgement, creative storytelling and established media relationships, we will help you secure meaningful media coverage that supports your wider communications and business objectives.

Cut through the noise

Successful media relations isn’t measured simply by how much coverage you secure. What matters is whether the coverage secured reaches the audiences that matter to your organisation and helps achieve your objectives.

Understanding what makes a story newsworthy, knowing what journalists are looking for and recognising where your organisation can contribute to the wider conversation can help you move from reacting to the news agenda to becoming part of it.

Cannon PR will help you identify the stories, ideas and opportunities that can strengthen your reputation and position your organisation as a credible voice within the conversations that matter.

Media relations is more than making headlines

Media coverage delivers the greatest value when it reaches the people you want to influence. National media coverage can put your organisation in front of millions of people, while specialist trade media can connect you directly with the customers, decision-makers or stakeholders who matter to your organisation. Understanding where your story will have the greatest impact is just as important as the story itself.

Unlike a social media post that can quickly disappear from view, a well-placed online news article can continue to be discovered, shared and reinforce your organisation’s credibility long after it was first published.

Cannon PR’s approach combines established media relationships with targeted research to identify the journalists, publications, broadcasters and news channels most relevant to your business. We tailor every approach, giving journalists the information, angles and resources they need to turn an opportunity into meaningful coverage.

Our media relations work spans national, regional and trade media, as well as broadcast and online news, helping your stories reach the audiences that matter.

Your story starts here

Every organisation has stories to tell. The challenge is recognising which ones will capture the attention of journalists and their audiences.

A new product, investment or milestone might provide an obvious opportunity, but some of the strongest media stories can be found in the expertise, opinions, data and experiences that already exist within your organisation. Knowing what makes something newsworthy — and finding the right angle that transforms something ordinary into the extraordinary — is where Cannon PR’s expertise, creativity and media insight make the difference.

We will work with you to uncover those opportunities, develop creative angles and turn complex or technical information into clear, engaging stories. From company announcements and thought leadership to research, commentary and reactive opportunities, we will help you create stories that journalists want to tell and audiences want to read.

Maximising every media opportunity

Securing a journalist’s interest is an important first step, but what happens next can determine whether an opportunity results in meaningful media coverage.

From preparing spokespeople for interviews and developing key messages to providing photography, background information and supporting materials, effective media relations means giving journalists what they need, when they need it.

Cannon PR helps you to prepare for media opportunities, ensuring your spokespeople understand the story, anticipate the questions they may face and provide support and advice to help you communicate your key messages clearly. Whether you’re facing a television camera, speaking live on radio or answering questions from a journalist, we will help you make every opportunity count, providing the support and advice you need every step of the way.

Cannon PR’s media relations services include:

  • Thought leadership and expert commentary
  • Newsjacking and reactive media opportunities
  • Media training and interview preparation
  • Expert profiling
  • Media monitoring and evaluation

Every organisation’s media relations needs are different. Our approach is always tailored around your objectives, audiences and business goals.

Delivering results

Effective media relations strategies aren’t measured by column inches alone. From raising awareness and building credibility to influencing decisions and creating new opportunities, the real measure of success is what happens next.

Let’s talk.

Whatever your communications challenge, tell us what you want to achieve and we’ll show you how our PR services can help you get there.

Book a free consultation