The email would always start the same way: “We have some exciting news to share…” But here’s what most retail brands didn’t realize – getting coverage in a national trade publication isn’t just about having news. It’s about understanding how to position your story in a way that serves both your brand and the publication’s readers.
Having worked with countless retail brands on their media strategies, I’ve seen firsthand what makes the difference between a story that gets picked up and one that gets passed over. Let me share some insider insights on how to prepare your brand for meaningful media coverage.
Know Your Audience (And It’s Not Who You Think)
The biggest mistake brands make? Thinking the publication’s readers are their primary audience. In media, you’re actually speaking to multiple audiences simultaneously: investors scanning for market movements, competitors gauging your next move, and potential partners evaluating opportunities. Your story needs to resonate across these groups while still delivering value to the general reader.
Example: When working with a retailer on their expansion announcement, we crafted different angles for different stakeholders – market potential for investors, unique positioning for industry peers, and local impact for community stories. This multilayered approach earned them coverage across multiple channels.
This involved getting multiple voices into the article, which allowed for unique tones and a variety of conversational styles.
Timing Is Everything (But Not Why You Think)
The rhythm of the 24/7 news cycle isn’t just about hitting embargo times. It’s about understanding the larger narrative your story fits into. Are you announcing a store opening during a wave of retail closures? That’s not just news – that’s a counter-trend story that deserves deeper context.
Successful brands learn to time their announcements not just around their corporate calendar, but around market conditions that make their story more compelling. Sometimes, waiting a few days can transform a routine announcement into a powerful market statement.
And with embargo times top of mind, please remember that a blanket time may not be helpful for all publications. Knowing when the lid is called is important, as you may miss out on having an “above the fold” opportunity because you chose 8am instead of 6am.
Data: Your Secret Weapon
Want to know what makes editors perk up? It’s not your latest product launch – it’s exclusive data that tells a bigger story. The most successful announcements I’ve worked with backed their news with proprietary market insights, customer behaviour patterns, or industry trends.
Remember: you’re not just sharing what you’re doing; you’re showing why it matters in the larger retail landscape. This approach not only earns you coverage but positions your brand as an industry authority.
Building Trust Through Transparency
Here’s a counter-intuitive truth: sometimes, the best way to get positive coverage is to be upfront about challenges. The strongest retail stories I’ve helped develop weren’t just success stories – they were honest narratives about overcoming real market challenges.
When brands trust publications with their genuine story, including the hurdles they’ve faced, it builds credibility with readers and opens doors for deeper, more meaningful coverage in the future.
The Long Game: Building Relationships That Last
Media coverage isn’t a one-time transaction – it’s an ongoing relationship. The most successful brands I’ve worked with understood this fundamental truth. They didn’t just reach out when they had news; they became reliable sources for industry insights, market trends, and thoughtful commentary.
The landscape of retail media is evolving, but one thing remains constant: the value of authentic, well-positioned stories. Whether you’re a growing brand looking for your first major coverage or an established retailer aiming to reshape your narrative, success comes from understanding both sides of the media equation.
Remember, earning meaningful coverage isn’t about having the biggest news – it’s about telling your story in a way that adds value to the larger retail conversation.
About the Author: Dustin Fuhs specializes in advising retail and entertainment brands craft compelling narratives and experiential strategies. As Creative Director at The Immersive Lab, he helps brands maximize their market impact through innovative storytelling and strategic positioning.
Dustin is a Top Retail Expert with RETHINK Retail and former Editor-in-Chief at Retail Insider, Canada’s most read retail trade publication.