Have you ever wondered what really goes into landing a spot in national media? On the surface, it might seem like scoring an interview is a free, effortless win—a moment where your brand just appears on trusted news media channels, instantly boosting your credibility with the national public. But in reality, that “free” interview is backed by an enormous investment of time, strategy and behind‐the-scenes coordination. Today, let’s dive into what it really takes to secure national media coverage and how smart PR and SEO work hand in hand to turn these placements into lasting brand value.
National Media Coverage is More Than Just a Badge of Honor
You've probably heard the saying, "If I say I'm good, it's just bragging; but if someone else says I'm good, that's an endorsement." That's the true power of earned media—a genuine, third-party nod of approval that resonates with audiences. When your story gets featured on reputable media outlets, you instantly gain the trust of your target audience. Think about it: people naturally gravitate toward brands recognized by trusted media, whether that's through traditional news channels, digital platforms or social media. This kind of exposure can skyrocket your website traffic, boost your brand awareness and even improve your search engine rankings.
The buzz doesn't stop there. The term "media coverage" itself carries significant weight, implying that your brand isn’t just seen—it’s heard and validated by influential voices in the industry. We often use terms like "news media," "trust media," and "national media" to capture this effect. These words aren't mere buzzwords; they represent the strategic influence that arises from a well-crafted narrative, delivered consistently across multiple channels. Social media can amplify every piece of news, a single well-timed media placement has the power to create ripples across the internet, generating long-term benefits for your business.
The Real Cost. It’s More Than Just an Interview
At first glance, landing an interview might seem like a simple, cost-free opportunity. But the truth is far more complex. Behind every successful media placement is a flurry of coordination and meticulous planning. Securing national media coverage isn’t about handing over a press release and waiting for the magic to happen. It involves a lot of groundwork, from conducting thorough research to developing a clear, compelling message that resonates with your target audience.
Imagine a team juggling multiple tasks simultaneously—drafting emails, sending texts, making countless phone calls—all to ensure that every detail is spot on. Every interaction, from the initial outreach to post-interview follow-ups, is carefully orchestrated to build a narrative that aligns with your brand’s vision and appeals to the national public. This detailed process is what transforms a seemingly free interview into a significant investment in your brand’s future.
National Media Coverage Case Study - Dillon Gage’s FOX Business News Feature
It all started on February 18 with a great newsjacking opportunity. The FOX Business News producer reached out to explore the possibility of a Zoom interview with a spokesperson from Dillon Gage, the most diverse company in the precious metals business. The producer was interested in an article published on February 13 by The Wall Street Journal, titled "Why Dealers Are Flying Gold Bars by Plane From London to New York." The article discussed the surge in gold being transported across borders amid global economic uncertainty—a hot topic.
The producer wanted to know if someone could confirm that gold storage was up. Of course, we recommended that he talk to Dillon Gage’s CEO, Terry Hanlon.
After we shared details about our brand, the conversation quickly evolved into discussions about a feature story and live broadcast opportunities. This new direction meant that the producer and reporter must fly from their base in NYC to Dallas on February 20. In response, our team sprang into action. We began coordinating a series of phone calls with the client’s CEO, Chief Marketing Officer and the brand’s staff while numerous telephone calls, text messages and emails were exchanged to clarify logistics in real-time. An exchange of emails followed, gathering current photos and confirming interview slots.
As February 19 rolled in, the intensity ramped up further. Additional phone calls, texts and emails were sent to lock down b-roll footage, finalize live shot requirements and secure the ideal settings—from the refinery to the distribution center. Every visual element needed to support the story’s narrative and enhance its credibility on national media channels. We also had to identify a visually appealing location among our brand’s sites to film live starting at 6:30 AM on Friday. Each piece of this puzzle was crucial in transforming a simple interview into a comprehensive media event that resonated with our target audience.
By February 20 and 21, all that hard work culminated in a successful segment. Dillon Gage’s president, Terry Hanlon, participated in an in-depth interview with FOX Business News reporter Lydia Hu. The interview was taped at the Dillon Gage Refinery, with live shots from the distribution center showcasing stacks of gold bars in front of the company’s vault. Every element was meticulously planned, from the careful setup to the live cutaways.
National Media Coverage (Timeline of FOX Business News Coordination)
In total, our Dallas-based PR agency dedicated over 21 hours to planning and coordinating this FOX Business News story. This detailed timeline is a testament to the rigorous, behind-the-scenes work that transforms a seemingly simple interview into a high-impact media event.
February 18
Our day began with a call initiated by the FOX Business News producer. During that call, the producer asked insightful questions to determine if we had an expert available for the story. We then almost immediately contacted Dillon Gage’s marketing guru to discuss interest and provide background details. The client quickly confirmed their availability via text and email, setting the stage for a flurry of coordinated activity.
Shortly thereafter, our team connected with the CEO to gather essential information. A follow-up call with FOX confirmed the producer’s interest and we promptly sent the client’s expert source sheet and detailed company information. As the day progressed, FOX requested photos and our team efficiently exchanged emails with the client to secure current visuals. The producer was excited, and what was originally a planned Zoom interview grew into a possible in-person interview. It was at that point we notified the producer about logistical considerations in Dallas, as weather conditions (as ice was forecasted on Wednesday and Thursday).
February 19
The pace quickened as FOX sent an email with further questions. Our team responded swiftly, ensuring all requested items were delivered. A subsequent phone call with FOX clarified their needs—revealing plans to tape b-roll footage, conduct an interview on Thursday afternoon and execute live cutaways on Friday. Throughout the day, additional phone calls and texts were exchanged to secure more information regarding locations, restrictions and overall logistics.
Our team meticulously typed out a detailed schedule of events and shared examples of desired b-roll and live cutaways. Previous interviews were sent over to provide context and we engaged in a continuous back-and-forth with FOX regarding location details. Multiple calls were made to discuss photo approvals and finalize the visuals FOX required. By the end of the day, texts confirmed that all parties were aligned on the setup and multiple calls with key stakeholders and helped solidify the plan. Agenda emails were exchanged with both FOX and the client, ensuring every detail was clearly mapped out. Even hotel recommendations were coordinated via text, leaving no stone unturned.
February 20
On the final day of preparation, the client confirmed the interview via text and a detailed walkthrough of the interview process took place over the phone. The day was dedicated to capturing both the interview and the essential b-roll footage at the refinery and distribution center, marking the culmination of over 21 hours of coordinated effort.
February 21
The effort paid off on the live broadcast day. The segment was executed flawlessly from the distribution center, showcasing the meticulous planning and seamless coordination that went into every step of the process.
Following the broadcasts, Dillon Gage recorded a record day of website visits, with 48% of the traffic coming from new visitors. This surge clearly demonstrated that the extensive effort behind the scenes had paid off, reinforcing the idea that every piece of media coverage—though it may appear “free”—is actually the result of a significant, coordinated investment.
Maximizing Your Media Impact
What does the Dillon Gage example teach us? First, it shows that securing national media coverage is only the beginning. To truly reap the benefits, you must amplify that coverage across multiple platforms. In the case of Dillon Gage, the story wasn’t confined to FOX Business News alone. The company also promoted the feature in their Friday newsletter and on social media. This multi-channel strategy ensured that the narrative reached not only traditional audiences through news media, but also engaged digital natives and industry influencers who frequent social media.
For businesses aiming to maximize their national media coverage impact, preparation is key. It’s essential to craft a narrative that is both timely and resonant with the national public. Every piece of supporting content—whether it’s high-quality photos, engaging b-roll footage or well-researched talking points—must align with the overall message. This approach not only builds trust with media outlets but also reinforces your brand’s credibility across every touchpoint.
Your Gateway to Unparalleled Media Exposure
If you’re ready to elevate your brand’s media presence, you’re in the right place. TrizCom PR is your trusted partner in navigating the complex world of national media exposure. We’ve built a reputation by working with almost every national news show in the US—and we’ve extended our expertise to numerous international outlets as well. Our team understands that behind every “free” interview lies a significant investment of strategy, coordination and unwavering dedication.
We’re here to guide you through every step of the process, from initial outreach to multi-channel promotion. Our tailored approach ensures that your narrative resonates with the national public, builds lasting credibility and drives measurable results. Whether you’re looking to boost your brand’s visibility, drive more traffic to your website or simply tell a compelling story that captures the essence of your business, TrizCom PR has the experience and expertise to help you achieve your goals.
So, if you’re ready to see what a truly strategic PR campaign can do for your brand, let’s talk. Get in touch with TrizCom PR today and discover how our proven strategies can turn your media aspirations into reality. With our extensive network and deep industry knowledge, we’re ready to help you secure unparalleled media exposure that not only elevates your brand but also sets you apart in today’s competitive landscape.
Remember, while the interview might seem free, the journey to get there is nothing but. Embrace the process, invest in earned media strategy and watch as your brand transforms through the power of national media coverage. We’re excited to partner with you on this journey—let’s make your story heard.
Everyone has a story. Let TrizCom PR tell yours!
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.
