Tanya Gains

A few years ago, hero campaigns were seen as just that; our PR toolkit 'heroes'. They were a way to drive brand awareness on a large scale and secure widespread media coverage. While hero campaigns absolutely still have their place in PR, they're not always the most effective way to achieve the results that really matter.

We can't just rely on interesting data sets or creative elements alone; there needs to be a clearly defined link to the current agenda, and this needs to be at the forefront of your pitch.

Taking a more tactical approach often leads to better results and creates stronger relationships within the media, too. This means taking the time to understand the type of stories and topics a publication or media outlet covers, and researching how specific journalists write and position their stories. Being able to offer unique information and insight, in the right way and at the right time, is the sweet spot.

In practice, this could look like offering exclusive commentary on a breaking news story or new trend, using internal data to frame a story or add a new perspective, or providing information about a product or service, in line with a journalist's area of interest.

The way in which we pitch is also changing; it's time to rethink how we use press releases. A long generic press release sent out to a generic master media list probably won't land well in 2026.

Instead, think about the press release as a supporting article. It should include everything a journalist needs: interesting data, expert insight, imagery, supporting assets and additional context. But the pitch is where you outline the main hook of the story.