1. Your company image 

Good media coverage isn’t simply about the  promotion of special events, products or your  mission. It also takes your organisation to the next level in terms  of its profile, shines light on it and ​ creates an ‘image’ about your company . 

2. Credibility 

Publicity helps your credibility because if your organisation or business is mentioned in a respected media outlet that targets your ideal clients, it will have a much greater impact on your reputation than an advertisement in the same environment. This is because it is far more credible to people when an independent third party says good things about your business than if you say it about yourself. 

​In fact, research shows that   media coverage actually  offers  seven times more credibility among people  than  paid advertising! ​  

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3. Reputation as an expert

If you or your organisation is  regularly quoted in the papers, or  heard on the radio then the  natural assumption people will  make is that you are an expert in  your field. The media always needs experienced people to comment in print, on the radio or on camera. Case studies are the life blood of newspaper and magazine features, so if you can position yourself as an expert in your field and are willing to be quoted in features and on TV, it’s a great way to get publicity. The TV industry needs engaging and passionate experts because they bring authority and credibility to existing programmes.   

 

4. Strategic relationship 

When you are cited in the media,  other organisations will want to  engage with you and your organisation.​ Publicity shows that you are  out  there and that you’re ready to  interact on topics you are an expert  in.  

5. Customer reach 

Media coverage is so important because it 

 Helps to target and expose your business, or not for  profit organisation, to the right market or funders​. 

Often provides more of an opportunity for a fuller​ explanation of the products or services you offer .

6. Cost 

Paid advertisements are  costly and not always  successful; media  publicity could drive lots  of people to your  products or services. Apart from the time to create  content and send it to your  media contacts, publicity  costs are virtually free.  

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