Creating Buzz Through Strategic Communications

Editorial Content Gives Phenomena Objective Validation

Creating and amplifying phenomena is a core promise for many marketing communicators. Whether it’s a brand or a single product, the goal is to generate a phenomenon – connecting it to a broader conversation.

Put simply, a phenomenon is something people talk about on social media or in the coffee rooms at work. It’s positive buzz.

The role of traditional media in bringing a phenomenon to life remains central. In Finland, audiences still trust conventional news outlets. Even as media houses struggle with profitability, people value content vetted and analyzed by skilled journalists.

Media relations stand out among tactics aimed at creating phenomena because they place a brand or product under a reporter’s critical scrutiny: facts are checked, products are tested, and reasoning is questioned. Reporters owe nothing to the brand, which is why their word is trusted. Passing the media filter gives the brand credibility – highly valuable currency in any market.

Media Work Is Like Trading

Published articles are called earned media because they cannot be bought. The internet is full of tips for getting media coverage, but the core principle is usually the same: first consider what interests the journalist and their audience, then your own agenda.

I often think of media relations as a form of trading, where a brand’s currency is data, expertise, and actions. You need to give something to get coverage. Data adds concreteness, expertise brings insight, and action gives the journalist a reason to cover the story immediately rather than a year from now.

For example, a mere brand refresh rarely interests media or readers unless “social media explodes” but it can create momentum to showcase your expertise. The key is to highlight what the change says about the surrounding world, not just about the company. The surrounding world, with its trends and phenomena, is more compelling than corporate strategy or organizational changes.

Want to learn more about creating phenomena through communications? Join Mellakka Helsinki’s free webinar on Thursday, February 5, 8:30–9:15 AM. Sign up here!

Matti Tuomela
Media Relations Consultant