Photo credit: Paul Townsend via Flickr cc
Despite the fragmented nature in which people receive information today, there’s still value in using media relations to secure a positive story in traditional media outlets.
Some of the benefits of media coverage on a TV or radio station, or in a newspaper or magazine include:
- Visibility. In my hometown of Minneapolis, the Star Tribune has a circulation of nearly 300,000. On Sundays, close to 500,000 people read the Star Tribune. Land a story in USA Today or The Wall Street Journal, and millions of eyeballs will see you.
- Third-party credibility. According to Pew Research Center, local daily newspapers and local TV news still rank high in believability despite declines in credibility for some national news organizations. Also, information from the press is trusted more than government and business sources. Consumers generally know that media outlets typically have an editorial process. If a reporter writes a positive story about your company, it’s more credible than you running an advertisement touting how great your organization is.
- Reduced barriers to entry. I, just like any consumer, need to hear a company name or message several times before it sinks in. By obtaining media coverage in numerous outlets that connect with your target audience, hopefully consumers will think of your organization when they are in the market for your product or service.
- Assistance in achieving business goals. This is the reason to start media relations in the first place. Positive media coverage is an integral part of a marketing campaign and can help to drive product sales, increased enrollment, or whatever your business goal might be.
After obtaining media coverage, leverage it by posting links on your social media sites, sharing the story with employees, sending reprints as direct mail pieces to customers and prospects, etc. — you have earned it!