Press placement can bolster your credibility and create brand buzz
Even the most seasoned journalists (including those who work here at Ripley) would agree: Don’t believe everything you read in the press.
Most of those same journalists, however, would also agree with the mantra, “If your mother tells you she loves you, get a second source.”
Our experts know the width and breadth and power of the public-relations machine we fire up every morning at Ripley PR, a global B2B public relations agency specializing in franchise, home service and manufacturing.
There are pitches and paid and social media, and there is earned and unearned media. But one thing remains true, even in the digital age: People and businesses like to get their name in the paper (with the exception of the crime blotters some papers still publish). There’s a reason for that.
Amidst the hue and cry of “fake news” and an apparent waning of trust in the news media, all reputable, ethical journalists want to tell the whole truth and nothing but the truth. They want you to be able to believe everything you read in the press.
Bloggers and blowhards with obvious agendas have diluted the credibility of all journalists, but there are still standard-bearers of truth out there. And you want your name in their publications, because, perhaps ironically, it can bring legitimacy and credibility to your brand.
Potential customers are going to look at paid media content and your company’s own social media with an understandably jaded eye. But the Fourth Estate provides a third-party communications connection. Most reporters, especially business reporters, approach their jobs with objectivity, despite notions to the contrary. If they can tell the story of your brand, or a story about your brand, it’s going to be a lot more credible to clients and potential clients than something they read in an ad or on your company website or blog.
Granted, different mediums bring different results. The New York Times or Washington Post is going to carry a lot more weight – and reach more people – than your local community daily. But as the saying goes, any publicity is good publicity, and don’t discount smaller papers. They in fact might offer more intimate, community-level coverage that’s good to build a brand upon. You can be a big fish in a little pond.
Earned media coverage doesn’t just apply to traditional, legacy media. If you can get a popular and respected blogger to mention your brand, you can pile up web hits and further your reputation as an expert in your field. The same applies to positive conversations and links about your business bandied about on Facebook or other social media.
While most businesses would equate earned media coverage success as a front-page story with splashy photos, there are many different sizes of success. Even a business brief or web-only blurb can spark some fire for your company and brand and cast you as an expert in your field.
For more information on earned media and how we can help you attain it, give our experts at Ripley a call today at 865.977.1973, or visit www.ripleypr.com.
This post was written by Thomas Fraser, Senior Content Specialist on June 22, 2017