Turning little-known laws into earned media coverage
In 30 seconds:
If you’re after a new PR tactic to boost your fame PR storyplan, you’re in the right place – here’s how to use little-known UK laws to convert media coverage
It comes down to knowing your niche. A motoring brand needs to focus on speaking to drivers and giving simple, actionable advice
Journalists love it, too; it drives clicks on their articles and strives to increase dwell time
That’s right – there’s actually a UK law forbidding cows from being walked down the street in daylight.
The Metropolitan Streets Act states that farmers – or pet cow owners…? – are not allowed to walk their cattle down the streets unless it’s pre-10am or after 7pm (unless they have permission granted from the Commissioner of Police).
Where does this become a trusty digital PR tactic, and how does it fit into earned media coverage? Well, the whole cow thing likely doesn’t, unless you’re super into the farming trade.
What is the ‘little-known law’ tactic and how does it convert PR coverage?
The simple truth is that identifying a little-known, relevant law to your – or your client’s – industry can often open up earned media opportunities. Let’s break it down with the example of a motoring brand.
The Highway Code is the ultimate bible of laws that road users need to abide by, and likely something that most drivers have never actually read. Have you ever heard any of these official rules of the road before?
“Rule 93: Slow down, and if necessary stop, if you are dazzled by bright sunlight”
“Rule 145: You must not drive on or over a pavement, footpath or bridleway except to gain lawful access to property, or in case of emergency”
“Rule 237: Keep your vehicle well-ventilated to avoid drowsiness”
Each of the Highway Code rules – if broken – carry fines from £100 up to anywhere as high as £5,000, penalty points or prosecution.
Pair this knowledge with a little bit of PR sparkle and expert commentary for some serious coverage fuel. Let’s turn those three rules into some journo-friendly headlines:
Drivers urged to check £5,000 fine warning over summer road trips
‘Major’ Highway Code rule break to see drivers fined HUNDREDS
Expert issues huge air conditioning warning for drivers – with ‘fatal’ consequences
It’s vital, though, that an expert is issuing these ‘warnings’ about little-known laws, rules or regulation. We’ll come onto that…
Is this really right for my brand PR plan?
Don’t get me wrong, I’m fully aware that it looks like I’m trying to disguise clickbait as media magic here. It actually comes down to two inescapable PR buzzwords in 2024: relevance and authority. Here’s how:
Brand relevancy
Taking the motoring example again, a car insurance company’s key messages are likely around safety on the roads. Giving actionable warnings, alongside advice, encourages road users to drive safely and therefore protect themselves from claiming on their insurance.
Being the brand that helps them to prevent a claim plants a subtle seed that you’re a brand to be trusted and wants to STOP people claiming rather than reaping the rewards of a claim causing the price of their insurance to rise.
The idea works for any brand in any industry, giving potential customers a good impression in a relevant space. The best part? The tactic is loved by far-reaching, mainstream consumer media; think national media and regional syndicators, which all helps to build brand Fame in driving awareness.
Brand authority
Your brand wants to appear as host to leading experts in your field, naturally. This is where experts come in. For a motoring brand, experts in road safety, insurance, or a driving instructor could all be valuable assets. Repeatedly landing their names – alongside your brand’s – in far-reaching media titles again plays a big part in driving brand Fame.
Having the authority in the form of experts also means you stand apart from competitors, and there’s something to be said for naming your experts, too. A journalist receiving two similar pitches will, naturally, opt to cover the brand with a real person attached to it.
So, why do journalists love this tactic so much?
It ladders up to everything we’ve covered – especially authority and relevancy – which contribute to the authenticity of their content, which is fighting against AI-generated content in many instances now.
Of course, metrics and KPIs come into play here, too. We know that journalists are largely measured on the number of clicks their articles get, and the mystery in some of the headlines generated by this tactic are irresistible to readers when seen in the site’s homepage, sidebar or on its social media channels.
Some copy will likely fill the real estate at the top of a news article so that the answer (or law in this case) falls a little further down the page, encouraging a longer dwell time.
Play by the rules for a successful digital PR tactic
It’s a killer tactic that’s seen huge results for many brands; if you’re sleeping on it, why? When used effectively, you’ve got the benefits of:
Expert-backed advice that’s genuinely useful to drive authority and land key messages
Relevant content that leaves no question for a journalist on why they should pick this up from you
Coverage landed in mainstream titles with large audiences
What’s not to like? If playing by the rules of authority and relevancy, this tactic could be the key to your digital PR success within your strategy.
Time to supercharge your existing strategy with a team of StoryTellers that know what the media want like the backs of their lightning-catching hands? Get in touch today.