Though media relations is certainly not all that public relations firms have to offer, when it comes to truly elevating a brand, press coverage is undeniably a major tool to increase both sales and brand recognition. That being said, not all media is created equally. Perhaps your client is a brand that has national availability and seeks to target city-dwellers, white collar workers, and parents; with these factors in mind, coverage in The New York Times would be phenomenal and could have a significant impact for your client. However, if your client is a small brand based in the Midwest that has limited national distribution and no availability online, coverage in The New York Times may not benefit them at all. Below I’ve put together a few items to consider when determining which form of media is best for your client.
- National versus Regional
As mentioned in the hypothetical example above, a client that does not have national distribution may not have as much success in a national media outlet and instead they might prefer a smaller regional outlet. It may seem counter-intuitive that an outlet with lower readership could have a larger impact on a client’s success, but without national distribution, national press coverage tends to create a lot of buzz without any real chance for readers to follow through and make a purchase. Regional coverage, on the other hand, could be strategically tied to whichever markets your client has availability.
- TV versus Online
TV coverage was once the end-all be-all of press coverage. A mention on TV could result in significant spikes in sales and clients were always thrilled with the results. Those days have changed! While TV coverage can still be wonderful and have amazing results for clients, online coverage has a multitude of benefits that TV just can’t match. With an online piece, content generally lives forever unlike on TV where a client is mentioned once or twice in a 3-minute segment and that’s the end of that. Unless content is later published to YouTube, if a viewer decided to briefly change the channel during a TV segment, they might never even know your client existed! Online pieces also offer you the unique chance to hyperlink content and guide readers directly to your client’s website for more information; even a TV segment’s best on-air call to action can’t do that.
- Trade versus Consumer versus Business
As publicists, it is our job to relay our clients’ latest announcements to appropriate media contacts. When determining whether to share news with trade outlets, consumer outlets, or business outlets, you have to look at the announcement itself. Has your client implemented a new development in their product or service that will have an impact on their consumers? Feel free to pitch consumer outlets. Has there been a new executive hire or a major funding round? Business outlets tend to favor stories of this nature. Does the announcement involve lots of industry-specific jargon? If so, it will likely do best in a trade outlet.
On behalf of the Konnect Agency, I hope the above tips have been helpful and will aid you in continuing to secure amazing and impactful press coverage on behalf of your clients!