How to Get the Word Out: Stop Waiting on Earned Media

Today’s media landscape continues to evolve like the electric car industry or peer-to-peer transportation, bitcoin and any industry in the midst of disruption. For those of us working alongside this industry, this means having to adapt how we approach media relations, general visibility and other public relations strategies on behalf of our clients.

Recently, a client approached us with a request to secure more placements, without having to wait for an editor to show interest in their stories. With fewer reporters and more ways for consumers to access and consume content, we rose to the challenge by writing our/the client’s own content. Simple, right?


Rising Above the Noise

One major challenge of the current newsroom revolution is figuring out what to say, when to say it, and how to be heard over all the noise. The answer: thought leadership. In other words: having an ownable viewpoint and the pedigree/chops to back it.

A well-placed byline can be an important component of a content strategy, especially when it points to a particular trend or piggybacks relevant news. It can also be a great way to establish your brand’s thought leadership position. The key is to identify publications that speak to your target audience, then draft a piece that provides fresh insight and unrecognized value while aligning with the outlet’s editorial goals.

Another way to get your message out is via your company blog. These posts can serve to highlight company news or capabilities, showcase culture, share milestones or even feature staff and company passions. The goal should be to strike the right tone around brand expertise and values -- whether in quick, easy-to-read bites or in long-form. There’s a time and place for both formats.

Making Content Work for You

Great content can inform, inspire and/or educate your audience(s). When planning content, be sure to remember:

  1. Quality over Quantity: Write with a clear goal and focus in mind, rather than simply creating content for content’s sake. Keep in mind that having a presence with irrelevant information may be worse than not having a presence at all.
  2. SEO: For web or blog, be sure you’re writing with a purpose – think about title tags, meta descriptions, header tags and image alt tags. These help your audience identify you as a relevant resource during searches.
  3. Social: Let your primary market know you’ve got something to say (and drive your audience to new content) by pushing it out via Twitter, Facebook, LinkedIn, Google+, newsletter, etc. Promoting your content through social media, increasing the probability for shares and linking, which are among the biggest factors in Google’s ranking algorithm.

In today’s world, media is not the end-all be-all for getting your brand out there. By utilizing your content strategically, your message can be heard when, where, and how you want it.


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