An effective media relations strategy communicates an organization’s newsworthy message, story or information via the appropriate media outlets. By serving as a credible, third-party endorsement, media relations is a powerful tool that can enhance your brand’s reputation and, ultimately, influence the perceptions and behavior of your target audience.
When coupled with content marketing, media relations can generate 10 to 50 times the conversions of a standard advertising campaign, according to a study by AirPR. And as audiences are increasingly demanding more authenticity from the brands they interact with, the practice is slated to become even more effective at communicating your brand’s story. That’s because earned media can help achieve specific business goals, such as:
1. Media relations builds brand awareness
Media relations offers a unique advantage when it comes to building brand awareness: mass exposure to an alert target audience. By strategically pitching stories to publications that serve your audiences, you can gain readers’ attention easily. Unlike paid advertising, your audience will be inherently interested in the content and more receptive to your message. As a result, your media relations efforts can elevate your brand through being associated with your audiences’ most trusted information sources.
2. Media relations positions your business and its experts as thought leaders
Media relations is a vehicle for communicating the most innovative, forward-thinking ideas coming out of your business. And, earning a media mention or placement gives your business and its experts validation from a third-party source. This communicates that your message is authentic and credible, which distinguishes it from all the other sponsored and branded content competing for your audiences’ attention. After earning media attention repeatedly, your business will come to mind when customers need your services or if journalists require a trusted industry source.
3. Media relations grows your brand’s online presence
Media relations can improve your brand’s SEO and provide you with content to feature on your website. After receiving a media hit, online users will be able to discover the article on the publication’s website and through search engines. Furthermore, you can direct visitors from your own site to recent media coverage with a digital newsroom and share the articles on social media. Thinking of media relations as an extension of your content marketing strategy, rather than a separate marketing effort will increase positive returns and further grow your brand’s online presence.
4. Media relations attracts more business leads
Building a reputable brand through media relations will help establish and strengthen your relationship with stakeholders, customers and the community. Members of these audiences will become leads and can offer you brand loyalty that can further support your business and bolster your brand. In fact, a Neilsen report found that content coming from an expert third-party source lifts purchase consideration 38 percent more than branded content and 83 percent more than user reviews.
However, media relations is not a one-size-fits-all solution. It looks different for every organization. Media outreach for your brand should be targeted specifically to its unique goals and objectives. That’s why it’s important to understand the bigger picture of how media relations, as a tactic, fits into your overarching PR strategy. To learn more about developing a media relations strategy that drives measurable results for your organization, download our free e-book: [LINK]