We live in a golden age of communication. Everyone has access to self-publishing tools. We no longer have to depend entirely on traditional media gatekeepers. If we want to share a unique perspective or increase awareness about a product or issue, we can Tweet, Like or Blog our way to instant online exposure – something that would have been unimaginable just a few short years ago.
While technology has made it faster and easier to spread compelling ideas, there’s still tremendous value in more traditional outreach efforts, including media relations. Non-paid editorial placements earned in newspapers, magazines and other outlets still get noticed.
Of course, traditional outlets no longer have the same clout they had in decades past, but they still drive the collective conversation and unquestionably pull large numbers. For reference, the top 12 daily newspapers in the United States all have a circulation greater than 400,000 and the top 15 monthly magazines each have more than 3,000,000 paid subscribers.
That’s a lot of eyeballs, by any measure. If your message can resonate with even a small percentage of these audiences, it can really help to build awareness, boost credibility, and differentiate your organization from its competitors.
It’s also important to keep in mind that the most successful news outlets today are savvy online publishers too, which can create an appealing opportunity for triple exposure – in the actual outlet, on the outlet’s website, and then through the outlet’s social media channels. This is the secret sauce of message integration – a subject that we’ve been preaching at STIR for well over a decade.
So, what are the key takeaways here? Read the rest of this entry »
Posted under Advertising, Branding, General, Marketing, Media Relations, PR, Social Media