When we talk brand in communications and marketing, we have a tendency to talk about it in the context of graphic identity and advertising — either long-term image development or the paid stuff.

But what about media relations? Do we consider the role media relations can have in bolstering and supporting — even helping to establish — brand?

Media relations, as we know, is a really powerful tool because the voice is an external one. It’s not us saying it about ourselves, but an objective third party talking about us. So how do we convince external media to cover us in a way that establishes or reinforces our brand?

The onus is on us. Rather than simply issuing the press release or contacting the media for everything we do, we should “sort” our media opportunities that come along into “general opportunities” and “those that reinforce or build brand.”

An example for us at Butler Health System is that to help build our brand — personalized care — we often include a patient or family member testimonial when promoting an opening or new service. Or our entire placement may be a series of television or newspaper interviews we place with those who can bespeak personalized care — reinforcing the brand.

The secret is for the communications professional to always be cognizant of “how can I boost the brand” and look for those media placement opportunities that can help you do that.

It’s not always easy. As communicators we tend to want to tell everyone something as soon as we know it. But you may have to “hold” a story or component until the timing is right to boost the brand.