5 Ways Media Coverage Can Help Your Business
Five ways good media coverage could help your business
By Katie Mallinson – Scriba PR
It’s a special feeling when you see your company in the print and online press – especially when you know it’s a success story which you’ve helped to bring to the fore.
Journalists are often keen to share your exciting news when there’s something of interest to tell. Therefore, you have to be the ones to understand exactly what your target market wants to read about – and that means not sharing every cough and spit about your business!
It’s important that you begin by focusing on what exactly makes your organisation stand out from the rest – and why it would engage a media title to cover your story.
For example, do you have remarkable growth that includes impressive turnover figures and projections? Maybe you have a trio of new recruits in senior positions who can transform your offering, or you’re celebrating a top-level client win?
Then there are the larger, meatier, articles that you could provide to encourage media coverage, such as advice-led features which not only pique the interest of a journalist, but your target market too.
When you get these elements right – and have the perfect story to tell – the resulting coverage can typically provide several benefits and impact that all-important bottom line.
Gaining brand recognition
Firstly, the biggest factor when achieving positive media attention is the awareness that you’re able to raise about your organisation. Having a page-turning article, that’s in front of your existing customers and prospects, enables them to get to know you more – and ultimately understand why you’re the right fit for them.
Obtain column inches in regional, national and sector-specific press – both in print and online – can truly go a long way towards building up your profile and becoming a ‘go to’ within the industry in which you serve.
Plus, customers will be looking out for what you’re doing next, so make sure your articles are well-written and consistently newsworthy so as to encourage further press clippings and keep your company at the forefront of people’s minds.
Powering lead generation
This next point follows on nicely because when you manage to create media buzz, it can help to drum up new business much quicker than a cold call might.
When an audience is getting to know your brand, a brilliant way to engage them is through producing advice-led content that ultimately makes their lives better.
For example, are you an IT firm that’s specialising in cloud technology and understands the impacts of the Internet of Things? If so, get writing down your top tips for helping firms migrate to the cloud in a simple step-by-step guide or provide commentary on what the future is looking like for digitally-first enterprises.
Not only will that often generate media interest, the resulting pieces which appear in print and online will help prospects answer any burning questions they might have. In addition, providing sought-after tips and advice can truly help your organisation to stand out from the rest – and encourage new customers to get in touch.
Moving on from brand recognition and lead generation, the more articles you secure in the media, the greater your appeal. Having a strong piece in a publication that serves your target market can help in transforming how customers view your business – and promote a higher level of trust because you’re becoming something of an expert commentator in your field.
Loyalty is vital and the benefits can typically be substantial, so it’s important to provide insightful content to your chosen press publications. Not only that, but when you begin to build up a consistently strong stream of engaging content for journalists which meet their deadlines and briefs, they’ll most likely keep coming back for more.
It doesn’t always have to be an advice-led piece or press release though, think about other ways in which you can utilise the powers of the media, in order to build credibility. For example, submitting award submissions in key sectors – and getting shortlisted – can prove to be pivotal in drumming up further interest in the products and services you offer.
Celebrate employees’ hard-work
If you have a solid workforce that buys into what you’re delivering, make sure they feel valued, supported and recognised for everything they do too. Alongside the everyday of running a firm, a great way of highlighting their efforts can be via the media.
This could be in the form of a story covering someone who has recently joined your team or who is celebrating a newsworthy milestone. In addition, strong members of the business that are happy to do so, can be put forward to provide expert commentary on a topical issue directly to a journalist.
At this point, don’t panic! This doesn’t mean you’ll be feeding staff ‘to the lions’ by any means, it could be that you begin by producing written comments that are emailed into the newsroom to help them when drafting their story.
By building up an in-house team of key spokespeople in senior roles – or positioning yourself as a top commentator if you’ve ‘gone solo’ – that responsive and able to pen insightful quotes can really make employees feel they’re making a difference to your firm. Alongside being a great way of showcasing how you trust and care about your staff, the resulting media coverage can be gold dust!
Maintaining competitive advantage
Finally, it’s important to underline that if you’re not making the effort to get into the media you can near enough guarantee that your ‘rivals’ are.
Therefore, the key here is to keep on top of what they’re doing, read the magazines and online articles you want to be contributing to and see how you can provide something different to attract attention your way.
Creating informative content that generates consistently strong media coverage can be the difference between you bringing in new customers – and your main competitor stealing a march. So, take the time to research what you want to be in the news for, think about the kind of articles and media publications you want your business showcased in, and get writing!
5 Ways Media Coverage Can Help Your Business 02/12/19