Creating insight-led media comment opportunities

Creating insight-led media comment opportunities

Read time: 3 mins

Written by James Clarke

In an age where information flows ceaselessly and industries evolve rapidly, establishing credibility within your sector is essential for businesses and professionals.

Being recognised as an authority in your sector not only boosts credibility but, importantly, also opens doors to exciting opportunities and new business.

One proven approach to achieve this is by creating opportunities for insight-led and action orientated commentary within your sector’s media landscape.

In this blog, I will dive deep into this strategy, providing you with a checklist of the essentials to build an insight-led communications media strategy.

Understanding insight-led communications

Before we delve into the ‘how,’ let’s clarify the ‘what’ and ‘why’ of insight-led communications.

This approach is all about crafting messages and strategies that inspire people to take specific actions, by using tangible insights and facts that deliver the point you’re making.

Whether it’s making a purchase, implementing a new process, or joining a cause, action-oriented communication goes beyond merely informing; it educates people and motivates them to do something.

As the name suggests, the foundation this type of communications is deep insight. Common methods of identifying these are:

Audience understanding: Start by gaining a thorough understanding of your target audience. What are their pain points, desires, and motivations? What keeps them up at night?

Market analysis: Study the market, industry trends, and competitors. Identify gaps and opportunities that your communication can address.

Data-Driven insights: Utilise data analytics to gather valuable information about your audience’s behaviour and preferences. Data can reveal patterns and opportunities you might have otherwise missed.

Customer feedback: Pay close attention to customer feedback and testimonials. They can provide valuable insights into what’s working and what needs improvement.

Original research: Conduct your own research or surveys to gather unique data. Exclusive insights can make your content highly shareable and sought after.

Selecting your target media

The next step to crafting your strategy is identifying the media outlets that resonate with your target audience. Consider the following steps:

Audience profiling: Understand your ideal audience. Who are they? What publications do they read? Where do they get their industry news and insights?

Media landscape research: Investigate the media outlets dominating your sector. Look for those with a strong online presence, high readership and a reputation for quality reporting.

Competitor analysis: Study your competitors’ media presence. Which publications are they featured in? What topics do they cover?

Niche and trade journals: Don’t overlook smaller, specialised publications. Sometimes, these can offer more focused and impactful opportunities as their readership is likely to be made up of decision makers in the sector and not just general readers.

Pitching to media outlets

Once you have your insight-led content ready, it’s time to approach your target media. Here’s how to do it effectively:

Tailored pitches: Customise your pitches for each media outlet. Show that you’ve done your homework by referencing their previous articles and explaining why your content is a perfect fit.

Strong headlines: Craft attention-grabbing subject lines for your pitches. Journalists and editors receive hundreds, if not thousands, of emails daily. Make yours stand out.

Concise and clear: Keep your pitches concise and to the point. Journalists appreciate clear, well-structured pitches that quickly convey the value of the content.

Follow up: If you don’t receive a response, don’t hesitate to follow up. A polite follow-up email can make the difference between being overlooked and securing a feature.

Leveraging relationships

Building relationships with journalists, editors, and influencers in your sector is crucial for insight-led communications campaigns. Here’s how to go about it:

Networking: Attend industry events, conferences, and webinars. Connect with media professionals and peers in your field.

Social media engagement: Engage with industry-related discussions on social media platforms. Share valuable insights and connect with credible voices within your sector.

Collaborate: Seek opportunities to collaborate with media outlets, such as co-authoring articles or contributing regularly.

Offer exclusive insights: Build a reputation as a go-to source for exclusive insights. When media professionals know they can count on you for fresh content, they’ll be more likely to collaborate.

In conclusion, targeting your sector media with insight-led and action orientated communications is a potent strategy for gaining industry recognition and influence.

By selecting the right media outlets, producing high-quality content, effectively pitching your ideas, building relationships, and measuring your success, you can establish yourself or your organisation as a credible and respected voice within your sector.

So, get ready to embark on this exciting journey of influence and innovation.


At Brand8 PR, we understand the critical role of a proactive, insight-led content media relations campaign in enhancing your brand’s reputation. Our team of experienced professionals specialises in crafting traditional media content strategies that highlight your businesses strengths.

Start building your insight-led content strategy today; contact us to discuss how we can assist you in planning ahead to gain coverage. Your brand’s reputation is our priority, and we’re here to help you build it.