Where does news media publicity fit into the marketing mix?
Just like social media, working with the news media is one way of getting your message out. A well-placed feature or news article can increase awareness of your organization or product.
Like other marketing vehicles, news media coverage can be very broad or segmented, depending on the media outlet.
In addition, so-called earned media coverage can help you build credibility and develop a strong brand. It doesn’t shout out, “Look at me!” in a way that other forms of promotion might. And media coverage can come at a lower financial cost than advertising, promotions, direct mail, etc.
But remember that as part of their story about your organization or product, reporters will often call customers or others in your industry for comment. What they say about you can shape the story.
That’s why good public relations — distinct from publicity — is so important. Ongoing communication with your customers, vendors, suppliers and others (keeping them informed of new developments and responding to their concerns) can help solidify a good reputation and ensure that when a journalist calls, others say positive things about your organization.
That is one of the best ways to market your organization.