Repping a Small, Less-Known Brand: Creative Strategies for Making a Big Splash

When representing a small or less-known brand aiming to capture the attention of top-tier media, the traditional press release or company profile may not be enough to land significant coverage (if any at all). To navigate this challenge, brands must shift to creativity and strategic thinking to leverage current trends and insert themselves into the broader conversation. What’s being talked about broadly, and how does your small brand fit in to educate? 

Inserting Your Brand into Ongoing Trends

Top-tier media outlets are inundated with press releases and profile suggestions daily. For a new or small brand, it’s essential to connect your narrative to what’s already making headlines. It’s not about reinventing the wheel but rather adding your unique spoke to it. Identify current trends that align with your client’s business and find a way to contribute to the story.

For instance, if sustainable practices in the fashion industry are the talk of the town and your client offers an innovative recycling program or a novel approach to reducing waste, that’s your in. Frame your client as a solution or a fresh perspective to the existing dialogue, making them relevant and newsworthy.

Offer Expertise on Newsworthy Topics

Journalists seek experts who can provide depth to stories. If your client has specialized knowledge or insights, position them as an industry thought leader, ready to provide valuable commentary. This approach not only elevates the brand’s profile, but it also builds credibility by associating it with industry expertise. It’s crucial to craft a narrative where the brand’s expertise meets public interest, turning their insight into a sought-after commodity.

Beyond the Press Release: Building a Story

A press release for an unknown brand often ends without a follow-up interview. To combat this, pitch a story idea so compelling that it begs further conversation. The narrative should transcend what the company does and delve into why and how it impacts the industry or consumer behavior more broadly.

A well-crafted pitch angle with human interest elements or unexpected outcomes can captivate a journalist’s attention. The key is to craft a pitch that reads less like an announcement and more like the beginning of an intriguing story, one a reporter would both want to learn about and tell thereafter. 

Company Profile vs. Timely Macrotrends

While company backgrounds are prized news placements, they often fall flat in terms of newsworthiness. In contrast, timely macrotrends have a sense of urgency and relevance that can propel your client’s narrative into the media spotlight.

When pitching, it’s important to remember that your client’s introduction to the media is more effective when tied to larger, impactful stories. Does your client’s work relate to major economic shifts, technological breakthroughs or social movements? Highlight these connections to make their story resonate on a larger scale – not simply “about us.”

For small- and medium-size brands, every media interaction is an opportunity to build relationships and reputation. By creatively aligning with current trends, offering expert insights and tying today’s headlines, you can bypass the limitations of obscurity.

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