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Generating media coverage in today’s fractured media environment is getting more and more difficult, especially for automotive suppliers and vehicle technology providers.
It’s no wonder marketing communications and PR professionals are frustrated.
Amidst this environment, you must ask yourself: Wouldn’t it be a whole lot easier and more predictable to put earned media on the back burner, and rely much more heavily on paid and owned media, where you can control the message, the timing and the frequency?
YES, it might be easier … but it’s not more effective for your brand. And it’s not just us saying that.
In a recent piece in PRWeek, a panel of senior communications executives at some of the world’s top brands talked about the unmatched power of earned media
The panelists overwhelmingly agreed that earned media – particularly on traditional outlets’ platforms – is tremendously valuable and perhaps, more valuable than ever.
Here are some key points those top-brand executives made:
For these reasons and more, giving up on earned media is a big mistake.
Sure, earning media coverage is more difficult. It’s more trouble and more risk, but ultimately, it is also more rewarding, by adding crucial credibility and trust to your message.
To make earned media easier, make sure you pick the right agency partner – one that has proven capabilities in earning media coverage, is recommended by top editors, and doesn’t shy away from the challenge.
Pick one that knows your industry and the media that cover it, so has the relationships and hacks that can increase the odds in your favor … one that knows the pitfalls and can mitigate the risks.
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Author: Jim Bianchi
Jim is president at Bianchi PR with 40+ years of B2B PR experience in corporate and agency settings across multiple industries.