Skip to content
How to Earn Millions in Media Reach

Blog post -

How to Earn Millions in Media Reach

Like all communicators, your management team wants to see results. They'll expect you to increase the brand's share of voice, visibility in the marketplace, and demonstrate your contribution to increased sales.

Where to begin?

First things first, you need to get the brand to stand out from the crowd, clutter and noise. But how? Management screams: "Do more product promotion! But don't spend too much!"

However, as every communicator knows, product-centric comms will flop with your earned media efforts. Unless of course, it's something revolutionary, new and will affect people's lives – that's a story worth reporting. But you've got the same product to promote, one that journalists already know about. So what do you do?

Would you like to hear a story? One of a small to medium sized company that succeeded in reaching 100 million people solely through earned media? Let me tell you...

The 100 Million Reach Challenge

Watch the story behind the 100 Million Reach Challenge and be inspired...

Now, you might think this company is unique, has an innovative product – which it does – and that this campaign must have cost a fortune to execute – which it didn't. Even if the airbag bicycle helmet is incredible, it's still old news, and product PR can only go so far.

We needed to do something more, which we did with our “Give a Beep!” initiative. And the best thing of all is that we fulfilled Mynewsdesk’s core purpose: “To release the full power of stories to inspire and spark positive change.” How?

By empowering cyclists with the digital bike bell, we enabled them to indicate dangerous cycling areas in London and voice their frustrations. With 5,000 shared locations, we got enough data to make a real change for the:

  • Infrastructure, by using information to highlight dangerous spots in London.
  • Cyclists, by informing them on which locations to avoid.
  • Politicians, by encouraging them to take action to improve cycling safety.
  • People and authorities around the world who’ve asked us to make their cities “Give a beep!” too.

And finally, all of this has resulted in Edelman Deportivo, Mynewsdesk, and Hövding winning the D&AD Impact Award for “Creativity that contributes to a better world.” Enough said!

"But how does this apply to me?", you wonder.

Eight steps to win 'Earned' attention

By challenging ourselves, the team at Mynewsdesk learned that these principles, tried and tested, work and that you can do the same. They are:

1. Set objectives.

2. Deliver value to the people that matter.

3. Use the power of storytelling.

4. Initiate a grassroots initiative.

5. Find and engage your 'alpha audience.'

6. Make your 'alpha audience' execute your communication.

7. Involve other relevant stakeholders, e.g. government officials, local authorities, institutions, etc.

8. Use innovative technology and solutions for disseminating your message, tracking, and measuring.

Easier said than done? Probably!

But by asking yourself the right questions, and implementing the steps above, you should have a good shot at achieving something great. We believed it – and you should too!

Topics

Contacts

Press Officer

Press Officer

Press contact Media inquires
Adam Karseland

Adam Karseland

Press contact Press contact +46 79-075 64 25

Related content

​Mynewsdesk’s #100Million Challenge Puts Hövding On The Global Map

​Mynewsdesk’s #100Million Challenge Puts Hövding On The Global Map

Mynewsdesk launched their #100Million Reach Challenge, setting themselves the task of reaching 100 million people with a campaign for one of their customers. The story reached 100 million people and over 2,200 “beeps” to the mayor have been registered. And now, Hövding is planning to roll-out the initiative on a global scale.

Digital Bicycle Bell Wins Prestigious Award At Advertising Week

Digital Bicycle Bell Wins Prestigious Award At Advertising Week

​Mynewsdesk and Hovding’s 2016 campaign “Give A Beep” has won the D&AD Impact Award for Creativity That Contributes To A Better World. Mynewsdesk - the digital PR platform providers - challenged a customer to reach 100 million people through effective storytelling. Hovding was the chosen customer for the campaign.

Mynewsdesk & Hövding Use Digital Button To Send Cycling Hazards To The Mayor Of London

Mynewsdesk & Hövding Use Digital Button To Send Cycling Hazards To The Mayor Of London

​With their unique airbags for urban cyclists, the Swedish company Hövding has revolutionised the cycling world. Now, the company wants to help turn London into a cycle-friendly city. By using a digital button, cyclists will be giving a beep to show the Mayor of London that the city’s dangerous streets are in great need of improvement.

Learn Digital PR Quickly With Mynewsdesk

Learn Digital PR Quickly With Mynewsdesk

​Mynewsdesk has just launched the Digital PR Academy, a free online certification course, available to everyone. With on-demand videos and practical study guides, communicators can now easily understand the world of digital PR and become quickly acquainted with new emerging trends and tools.

Hövding's #100Million Challenge Has Begun...

Hövding's #100Million Challenge Has Begun...

Back in April, we unveiled Hövding as the winner of our 100 Million Reach Challenge. Since then, Mynewsdesk and Edelman Deportivo have been working flat-out to brainstorm and form the basis of the campaign. And our overarching goal? To reach 100 million people with Hövding’s story.

#100Million Reach Challenge in London: Behind The Scenes

#100Million Reach Challenge in London: Behind The Scenes

The 100 Million Reach Challenge is now up and running (or cycling, rather!), with PR agency Edelman Deportivo in London last week to begin filming footage for Hövding’s challenge. James Bull and Kate Parker of Mynewsdesk UK went down to meet the crew in Shoreditch and see behind the scenes!

Mynewsdesk's 5 Favourite Campaigns Of 2016

Mynewsdesk's 5 Favourite Campaigns Of 2016

With a New Year on the horizon, what better time to take stock of what's been great in the world of PR and Marketing, this year? For this, I asked the Mynewsdesk team for the campaigns that stood out the most to them and why. Here's their best of the bunch...

Mynewsdesk - The smart way to improve awareness and relations

Mynewsdesk helps companies create awareness, find the right audience and build strong relationships.

By providing a user-friendly online solution, Mynewsdesk simplifies and streamlines the publishing, distribution and measuring of your PR and communication efforts. All in one digital place. By consolidating all aspects of PR in one platform, brand and media monitoring is also made easy, helping companies track their engagement over time .

Mynewsdesk has 1.6 million unique visitors monthly and publishes 80,000 news stories per year. Over 4,000 companies across the globe trust Mynewsdesk’s platform to improve their PR efforts and 70% gain media uptake on their news.

Find out more at: www.mynewsdesk.com

Mynewsdesk

Rosenlundsgatan 40
11853 Stockholm
Sverige