Although many people get their news in the fast-breaking format of the Internet, traditional media (TV, radio, magazines, trade publications and newspapers) still inform us in an impactful way. Magazines and newspapers carry often in-depth information with more longevity. TV and radio coverage has a shorter life span. Goals regarding editorial media coverage usually have to with raising brand awareness and name recognition for a person, product or company, as opposed to advertising, whose goal is to encourage a direct sale.
Before seeking editorial media coverage, it’s wise to produce a press kit. Press kits used to be hefty packets, sent via mail or fax, to editors and contacts in traditional media fields. They are expensive to produce and mail and ultimately end up in the trash bin. Today, Three Girls Media & Marketing Inc. advocates virtual press kits (VPKs), containing key information and downloadable hi-resolution photographs, accessible over the Internet 24/7 by any interested party.
One way a professional PR agency like Three Girls Media helps their clients is to secure editorial media placements. By keeping abreast of various industries, a good marketing partner ‘pitches’ the press offering newsworthy information about you, your business or product. If the media is interested in the pitch, they will often ask for additional information, images or an interview. Once the journalist writes the story and it is published, you have a media placement. These build brand awareness and name recognition and bring credibility to your company.
So now you have a stellar press kit, your marketing message is targeted and launched, and coverage begins. Next, evaluate the media coverage you are actually getting to determine its true PR value.
- Is your information accurate? Is a picture of yourself, your product or a business logo included? Does your website or other key contact information appear?
- Is your business the story’s sole focus, or are you mentioned alongside competitors? If you are mentioned with competitors, is it a favorable mention? If it’s negative, is there truth in it? Can you learn something valuable about yourself or your competition?
- Does the story invite further discussion? Can you link this media coverage to your social sites or blog? Does it encourage potential customers to want to find out more?
If you find inaccuracies in your media coverage, by all means seek to correct it. An outright error is more likely to be corrected than a simple preference, for example, a more flattering picture. Free publicity is free publicity and, libel notwithstanding, is usually good. Decide what is worth your effort to correct – a misspelled company name or wrong web address absolutely, an opinion about your business is not.
Three Girls Media’s 25 years of experience working with journalists in media outlets nationwide ensure our clients regular press exposure. Making you look good often and in the right places is what we love to do. Where can we Spread the News About You?