4 Benefits of regular news coverage
Securing news coverage or “media relations,” is a key component in most public relations strategies. Whether you are looking to connect with industry peers or the local community, getting in the news can have a number of benefits for your organization or non-profit.
In no particular order, below are four benefits to regular news coverage:
1. It gets you in front of your target audience
Regular news coverage can put your name in front of thousands of key decision makers and increase brand awareness in your industry or community. With media outlets today covering a wide range of topics – from industry-specific national magazines to hyper-local blogs – it’s also a great way to reach a specific audience with your unique message.
2. It positions you as an expert in your field
Regular news coverage featuring your leadership team will help showcase your organization’s expertise and position leaders as experts in their field. Placements that point to your products and services will also help connect the dots for consumers in need of your solutions and complement existing advertising and marketing spend.
3. It increases the credibility of your organization and leadership
Because news organizations typically vet individuals and companies before including them in their stories, news coverage comes with an implied third-party endorsement from the media outlet. Being quoted in the news therefore implies that you are who you say you are and your organization is the real deal. This is something that advertising can’t buy.
4. It’s much cheaper than advertising
For organizations with a small budget – including non-profits – news coverage is a great way to get in front of your target audience without the investment of advertising dollars. With the cost of a full-size ad in the newspaper costing anywhere from $2,000 in a smaller market to $160,000 in a large market – securing news coverage is much more cost effective way to getting front of your target demographic.