When I introduce the idea of generating media exposure, a small business owner will often respond, “We can’t afford it,” when in fact, they can. It’s important to understand there are two basic types of media exposure: paid and earned (often referred to as free media coverage). Each has its own merits and, if you’re working with a very tight budget, you may find earned media to be exactly the boost you need when you’re seeking to reach more people than your marketing budget allows.
Paid media is self-explanatory. You invest money for exposure in the form of TV and radio commercials, or print and online advertisements. The big advantage of paid coverage is that you have complete control over how and when your message is delivered, and exactly how you will be portrayed. The downside? An effective ad campaign can make a sizeable dent in your budget pretty quickly with no guarantee of good results.
Unpaid--or earned media--can be generated at little to no cost when you present stories of great value to news and information outlets. Instead of paying cash for exposure, you invest the time and effort to develop, pitch, and deliver on a story after it’s selected for coverage.
One great benefit of earned media coverage is that you can get your message out to thousands of people in your target audience at once. Your pitch may result in your being featured, interviewed, or quoted in a magazine, newspaper, radio or television newscast, talk show, or blog. The downside? You don’t have total control over how journalists tell your story. You can, however, help to influence the outcome by using a well-crafted approach to media outreach, with a strong call to action--instructions people can follow to learn more about your topic, issue, or organization.
Perhaps the greatest benefit of earned media coverage is that it brings third-party endorsement to your brand. Consumers who know, like, and trust the news channel, magazine, or media outlet that features you will begin to know, and perhaps like, and trust you. You can use the free exposure as an opportunity to begin building relationships with individuals who respond to your call to action. According to a recent Nielsen study, earned media can be up to 88% more effective than traditional advertising.
Earned media coverage can be an excellent, cost-effective tool for your marketing mix. Almost every client I’ve worked with had “hidden” opportunities for news coverage within their organizations. Once you learn how to identify those opportunities, stay abreast of new developments in your niche, have something valuable to add to the conversation, and always seize new opportunities to be a media resource.
Small businesses can leverage social media platforms to increase their chances of earned media coverage by:
Building a Strong Presence - Create and maintain active profiles on relevant platforms, sharing valuable content that aligns with your target audience's interests.
Engaging with Journalists and Influencers - Follow and interact with journalists and influencers in your industry, sharing their content and commenting on their posts.
Sharing Newsworthy Updates - Use social media to announce company milestones, product launches, and other newsworthy developments that journalists might find interesting.
Participating in Relevant Conversations - Join industry-specific groups and discussions, contributing valuable insights and expertise.
Monitoring for Opportunities - Use social listening tools to track mentions of your brand and industry keywords, identifying potential earned media opportunities.
Amplifying Earned Media Coverage - Share and promote any earned media coverage you receive on your social media channels, extending its reach and impact.
Wondering if it's time for your business seek earned media coverage? Media outreach is just one of the many marketing and public relations strategies I help clients design and implement at J-Hart Communications. If you’re interested in finding out more about generating media coverage feel free to schedule a complimentary strategy call with me to discuss the unique goals and challenges of your business, and the best next steps.
Juana Hart, Founder of J-Hart Communications, provides consulting, coaching, and workshops that help service-based entrepreneurs and small business owners build a path to steady growth with clear marketing communication strategies that align with their core values and business goals, so they can enjoy a more profitable business and better quality of and life. We walk step by step through a proven process that equips and empowers my clients to take decisive action and achieve extraordinary results. Learn more at www.jhart.tv.