MAKE A SPLASH THIS SUMMER: COVERAGE TRENDS AND TIPS TO HELP YOUR PR STORY STAND OUT
It’s hard to predict the viral trends that might be right around the corner, but by looking at historical data and last year’s trending news topics we can get an idea of what might be buzzworthy talking points to explore this year.
Use data to plan strategically
We regularly examine previous years’ trends to understand what sectors of news we can expect media outlets to be particularly hungry for, or in some cases, less interested in. By arming our team with insights collated from media monitoring and measurement platforms together with our own first-party data, we can strategically plan story angles, release dates and target media more effectively at key times in the year.
Sadly, we don’t own a crystal ball! But when we’re planning ahead for our PR clients’ news stories, knowing what topics were hot last summer, for example, really helps to focus on truly newsworthy ideas that will break through the noise and appeal to media outlets and their audiences.
Have a strong secondary story angle
If we look at last summer’s news articles covering consumer sectors such as travel, health and food, we start to see some clear patterns emerge. Between May 1, 2022 and August 31, 2022, there were over 500,000 article mentions referencing summer travel — by far the most covered topic last season.
We can naturally expect there to be a high demand for travel content again this year. Although with high demand comes competition. A travel story released during the summer season must tap into something new to stand out.
By tying a travel-related story in with other topics, you can add additional layers to your story to help set it apart and maximize coverage possibilities for your release — for example:
Our research-led story for the RV rental company Outdoorsy explored how budget limitations and inflation were impacting Americans’ travel plans in 2022.
A data-driven story for Exodus Travels explored the types of relationships travelers form while on vacation.
This study, commissioned by Motel 6, polled Americans who were planning to travel during the summer of 2022 – revealing that many were reuniting with family they hadn’t seen in four years.
Use date pegs and holidays to your advantage
Date pegs and holidays are a handy tool to tie your story’s release to the overall news agenda. Last year between May 1, and August 31, there were 897,649 articles mentioning the back-to-school season, making it the most covered date peg by far. Memorial Day and Fourth of July rounded out the top 3 most covered date pegs with coverage referencing everything from weekend travel guides to cooking must-haves on the grill.
Being aware of seasonal talking points and coverage volumes is a great starting point to creating a buzzworthy idea for your brand or client. But what about the release date for your story? Can the timing improve your chances of earned media coverage?
By taking a closer look at coverage peaks and troughs during a specific period, you get a better understanding of how far in advance media outlets start covering key date pegs.
For holidays like Mother’s or Father’s Day, there is about a three-week window where article mentions increase, peak and rapidly decline.
Memorial Day and Fourth of July, the two key weekends for summer travel, see a slightly longer lead time as media interest grows and peaks. Depending on what type of story you’re planning to release, this allows for a longer timeframe to maximize coverage before the date peg passes and loses relevancy.
The back-to-school season is the only date-peg between May, 1, 2022 and August 31, 2022 that we saw steadily increase throughout July and August — making it the most reliably covered date peg last year.
We released this survey story for Kahoot! during the height of the back-to-school season. Instead of focusing on education, the story made a light-hearted comparison of parent and children’s pop culture knowledge – an evergreen topic with wider media appeal. And impressive coverage as a result!
Aligning your story with a date peg peg can yield great coverage, but ensuring your release date is well before the day’s coverage peak is key to maximizing the story’s potential lifespan. And don’t forget that second angle to help achieve more exposure with multiple entry points across a range of news sites and media publications.
Like to know more?
Dive into our Summer Coverage Trends Report for more data insights and predictions for this year.
Our team of news professionals utilize data trends and conduct up-to-the minute research with OnePoll to generate the most newsworthy content ideas. Have a story you want to tell? Or a campaign that requires research? Get in touch with our team here to get started!
Alexandra Flowers
Media Campaign Analyst, 72Point Inc.