A Taste of FRESH’s Secret PR Sauce 

Published by Amy Davis, RD, LDN
May 31, 2023

Earning media coverage is a tough job not for the faint of heart. It takes time, persistence, and a smart strategy. Over the years, our team at FRESH has perfected our process of earning high-quality media coverage. Today, we’re sharing why we’re so successful at getting our clients the recognition they deserve.  

What is Public Relations? 

Public Relations (PR) is the practice of managing and maintaining relationships between an organization and its stakeholders, which could be the media, consumers, and any other relevant parties.  

PR includes many different tactics, including outreach to journalists, social media impressions, influencer partnerships, but whatever the method, the overall goal is brand awareness for the organization.  

Our agency is comprised of a team of experts in both nutrition and communications. We build brand awareness through creative public relations strategies and powerful storytelling, while leveraging our unmatched credibility and trusted relationships. 

PR is a powerful tool to build demand, trust, credibility, and loyalty for a brand or organization.  

What is Earned Media?  

Earned media refers to any type of publicity or coverage that an organization or brand receives through channels that are not directly paid for or controlled by the organization itself.  

This can include coverage in traditional media outlets such as newspapers, magazines, and TV news broadcasts, as well as coverage in digital media such as websites, social media, blogs, and podcasts.  

Earned media is considered authentic and trustworthy, since the recognition comes from a third party outside an organization.  

How is Media Earned?  

Every brand dreams of being featured on Good Morning America, or TODAY, and while this is always a possibility (humble brag ahead: we’ve been known to score a few hits like this one for our clients on GMA and TODAY), it’s important to understand that public relations is a slow-build that takes a lot of effort. Sure, these types of hits can happen overnight and unexpectedly, but that’s the exception to the rule. More common is what our co-founders call “the snowball effect” – the more you roll the snowball, the bigger it gets. In other words, the more coverage you secure, the more media you get and the more impactful the media outlets become. Earning media takes a lot of work! Successful public relations require connection, creativity, and consistency.  

The process of outreach includes targeted media lists, creative pitches, real relationships, relevancy, and persistence. This is true for any PR company– but what sets FRESH apart is our credibility and nutrition expertise as dietitians. 

The FRESH Effect 

In a world with so much noise, it can seem impossible to get a brand or organization front and center in the media. However, our team has developed a strategic process to earn hit after hit in the media.  

  1. Real relationships – Along with all the necessary tactics for good PR pitching, relationships are key to PR success. Our team is constantly making new connections with journalists, and we always take the time to nourish existing relationships. One way we do that is by serving the media as an expert source for quotes and input on food & nutrition trends outside of regular client work.  
  1. Credibility and Science – Our team provides credibility (which boosts brand trust) by breaking down the science from research and translating it into easy-to-understand concepts for the general public.  
  1. Brand Differentiator – We find what sets brands apart from a nutritional perspective which allows us to include the specific brand name in the media.  

PR is a constant process but it’s imperative to grow a healthy and sustainable brand. Our team takes pride in continuously exceeding industry benchmarks for coverage. Hopefully this peek behind the curtain has improved your understanding of the PR process and how our team is able to exceed KPIs for our incredible clients. Send us an email (team@freshcommunications.com) if you have any questions or would like to learn more! 

10 Wellness Trends Spotted at Expo West 2024 
The 2024 Natural Products Expo West was held in Anaheim, California last month and it was one of the...
FRESH Finds Box
FRESH Communications Announces Top Dietitian-Approved Pantry Staples for 2023 
Boston, MA, November 28, 2023 — FRESH Communications is launching a new program to spotlight favorite...
Expo East
Exploring the Future of Food at Expo East 2023: Top 10 Exciting Trends
10 major trends our team spotted at Expo East 2023! 
A Taste of FRESH’s Secret PR Sauce 
Earning media coverage is a tough job not for the faint of heart. It takes time, persistence, and a smart...
Top 10 Trends Spotted at Expo West  
Expo West, the Superbowl of the natural products industry, happens every March, and FRESH was thrilled...
Important SEO Tips for Public Relations
SEO (Search Engine Optimization), stated very simply, is any method that helps increase website ranking...
A FRESH Look: Top 2023 Food & Beverage Trend Predictions 
Each year, Whole Foods shares its top food trend predictions for the upcoming new year. If you know FRESH,...
How to Create a Successful Brand Campaign
Every marketer hopes and dreams that they are the mastermind behind the next “ALS Ice Bucket Challenge”,...
Media Interview Tips and Tricks
Media interviews provide a key opportunity for brands to communicate their core brand messages and establish...
Shopper Marketing: The Influencer’s New Role
While the goals of shopper marketing have largely remained the same throughout the last decade, recent...

It’s good to be a little FRESH.
It builds character (and brands).