25 Feb Airo Security Divulge: How To Turn Your Owned Media Into Earned Media
For decades, businesses have used press releases to deliver their news, announcements and stories to media across the globe. As the number of media outlets, reporters, editors and other influencers continued to grow, the methods of distribution became just as important, if not more important, than the information in the press release.
People turned to newswires to help reach all the media outlets and supplemented that with direct outreach to key media contacts to help get their news to the wider public audience. Over time, more and more businesses had to compete for the attention of the journalists and media outlets with the brand names and the clout to drive awareness for their products, services and innovative new ideas.
More and more, the press release changed from the way to share your news to just a vehicle part of a larger strategy implemented by people in marketing, communications and C-suite positions at companies of all shapes and sizes.
Press releases, distributed through newswire services (like the one I work for) and distribution channels, continue to be an effective way to get facts and information to reporters and have a solid impact on a company’s search engine optimization (SEO). But with more competition than ever for a reporter’s attention, it’s become harder and harder to cut through the clutter to get coverage for a business’s news.
The Challenge That Communications And Marketing People Face
Every company has a different goal for its media and marketing communications campaigns. Media mentions, website traffic, brand awareness, SEO, public trust, partnerships, leads, sales, revenue, thought leadership and product launches are some of the goals that companies have for their campaign efforts.
And in today’s media landscape, it’s becoming increasingly difficult to grab the attention of media. A majority of news coverage goes to well-known brands and more established leaders in each industry. In addition, the 24/7 news cycle has made it harder to have a news story that generates buzz and sticks around long enough to grow awareness with target customer audiences.
More and more communications and marketing professionals are realizing that in order to capture that attention, it takes extensive planning, great content and consistent outreach to land the valuable earned media mentions and placements that all companies covet.
The time, resources and staff required to put together such a comprehensive media and marketing communications strategy often limit the ability of small and medium-sized businesses to compete against more established businesses with larger staffs, budgets or agencies.
Empowering Your Earned Media
At Newswire.com, we help our clients gain value and traction with their content through strategic press release development and delivery tactics. We find that companies have the most success when they are able to utilize a press release as a component of their entire media and marketing communications strategy — as a vehicle to deliver their messaging to multiple audiences at the same time.
By developing a comprehensive strategy, businesses are able to increase the value of a traditional press release distribution by surrounding it with integrated media and marketing communications campaigns and programs aimed at key media contacts, vetted leads and hand-picked prospects.
When developing a comprehensive media and marketing strategy, it is important to be able to identify your target audience (from both a customer and media standpoint), know what announcements or storylines resonate with those audiences, and understand what your goals are and how you plan to track the results of your different campaigns.
Those sound like simple tasks, but researching and developing that plan can be time-consuming and sometimes requires a variety of sources to find and validate the information. Utilizing these sources of information is helpful in guiding your overall strategy, but ultimately playing matchmaker between your content and audience is up to you.
Without that strategy and clearly defined messages and targets, sending out a press release is like posting a flyer in the middle of Times Square. You may be able to reach a lot of people, but it won’t cut through all the noise and clutter out there and likely won’t reach the right contacts to help you tell your story.
In order to make the press release work as a vehicle for your media and marketing strategy, you must start by clearly identifying your brand’s audience, creating effective storylines to reach that audience and determining the goals you’re looking to achieve. With that information in hand, you can begin to transform your owned media into earned media.