The ultimate thrill is to land the cover of The Rolling Stone or so went the famous 1970s classic rock song. While most B2B clients are not looking for a mention or feature in Rolling Stone magazine, many do aspire to the pages of Tier 1 media.

In fact, as public relations professionals, we are asked by prospects and clients frequently, and often early in the relationship, “How can we get our company in The Wall Street Journal?” We like to answer that question with a “Yes and” approach. Yes, we can likely find a way to present you to Tier 1 media and we’ll do it through it a comprehensive media credibility-building campaign.

What Is Tier 1?

PR best practices consider traditional Tier 1 publications as the largest-circulation, generally consumer-facing, national and international publications and broadcast programs. Typically, the list includes the likes of The Wall Street Journal, The New York Times, USA Today, The Associated Press, Reuters, Bloomberg, CNN and similar. 

Although these outlets may be household names, it’s important to remember a Tier 1 mention of your company may not hold as much value as a mention in a key trade publication read consistently by your target customer or decision maker. All the same, a positive mention in a Tier 1 publication is a goal for many and is typically seen as a business win.

Trust the Process

Editorial coverage is referred to as earned media for a reason. Sources have to work their way through the process to gain a journalist’s attention and confidence. If the reporter is not familiar with a source, they will most certainly Google the subject matter expert (SME). 

Good PR practitioners win coveted, positive Tier 1 media placements for their clients by taking the time to build credibility through proactive media outreach and a steady stream of content.

In considering a PR partner, it’s important to understand no guarantees exist when working with the media. If a PR agency guarantees coverage, particularly in Tier 1 media, they are either lying or masking the truth. Press coverage is never guaranteed—unless that coverage is purchased as sponsored content, in which case it is not earned and typically carries significantly less weight with readers as well as search engines. 

Tips to Climb to Tier 1

• Build credibility. A Tier 1 placement requires a healthy online presence. SMEs can work with their communications teams to strengthen their digital footprint by writing blogs, posting LinkedIn newsletters and offering original commentary on LinkedIn and other forums. Additionally, they should be working with their media teams to proactively seek out trade and local media opportunities, as well as podcasts and newsletters, to offer their expertise. 
• Understand the journalists covering your space. Your communications team should know who is writing about the topic on which your SME can speak and what they’ve been saying.  
• Tie into trends and avoid promotion. The slightest hint of promotion will turn any good journalist away. They are interested in news that impacts their audience. PR professionals should aim to tie the SME’s insight to an issue in the news or trend. 
• Back up your pitch with data. Good PR professionals will back up insights and claims made in pitches with data or statistics to validate statements where possible.
• Explain why it matters to audiences. Communications professionals should know the audiences of the publication for whom the reporter is writing and ensure the pitch connects with them. 

Sealing the Deal

Outreach to Tier 1 media requires an all-in approach. Reporters work on deadlines and often have multiple sources eager to comment on the same topic. Sources should be ready for their call or email and communications teams should aim to beat their deadline to strengthen their source’s chances of being included in the article.

The cover of the Rolling Stone may be a thrill, but for many business owners and executives, a national consumer publication article bearing their name is a bucket-list achievement. Engaging with a good PR team and committing to the process can get your company and your executives there, while earning valuable other earned media along the way.