Media coverage gets your message across to a wider audience and helps establish your business as credible and its activities as notable.
Favorable media coverage is a powerful tool in your marketing strategy. By projecting the credibility, expertise, and image you want to convey to your target audience, it positions your business in a positive light. More importantly, it comes from an independent source. Have you or your business ever been featured in the media? How about your competitors? What influence did it have on how people perceived your organization?
Securing positive media coverage is an excellent means to establish credibility. An article or review in which you are positioned as a critical thought leader on a relevant topic or issue can ultimately turn your potential customers and stakeholders into advocates for your cause.
What positive media coverage says about you or your business
If you or your company is mentioned in a respected media outlet that targets your ideal customers, it will have a much greater impact on your brand reputation than an advertisement. It’s far more credible when an independent third party says good things about your business than if you say it about yourself.
When potential customers see the coverage, they think: “I trust this media outlet and they sought the advice and expertise of this organization. They could have selected someone else in the industry (i.e., a competitor) but chose them.” The result is that you stand out in a positive light.
Maximizing your media coverage
A frequent mistake companies make after receiving positive media coverage is to bask in the glory for a short period and then let it slide. If you don’t do anything with the coverage, you’ve missed a prime opportunity to rise above others in today’s highly competitive world. To maximize the impact of positive media coverage, be sure to use social media platforms as well as more traditional forms of marketing to extend its life.
As an example, EWISE Communications president, Joanne Sanders, recently secured excellent media coverage from Forsyth County News for Digital Ignition, Forsyth’s official business incubator. Check out the full coverage of Digital Ignition and our Alpharetta marketing team’s efforts helping companies partner, innovate, and grow.
In April, the Cumming-Forsyth Chamber of Commerce hosted a roundtable discussion on Georgia’s emerging tech industry with Georgia Senator David Perdue. Joanne Sanders, who is also General Manager of Digital Ignition commented, “Digital Ignition is a business launching pad for companies and entrepreneurs focused on innovation, partnerships and growth.”
Chances are your next event won’t seize the attention of the entire country like the Super Bowl, and your next meeting won’t influence world trade, but even the smallest meeting or event can be worthy of print, radio, and TV media attention and create awareness, enthusiasm, and public support for your business. Using the momentum of positive media coverage in your marketing strategies to extend not only its reach but also its longevity, will pay dividends for your brand for a long time to come.
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