Positive media coverage is a powerful marketing tool (2023)

Positive media coverage is a powerful marketing tool because it positions you or your business in a favourable light by projecting the credibility, expertise, passion, and image you want to convey. Best of all, it comes from an independent source and the only cost is the time it takes to organise.

Have you or has your organisation ever featured in the media? What about your competitors? What influence did the coverage have on people’s perception of the organisation?

Securing positive media coverage is an excellent way to establish credibility. An article in which you are positioned as a key opinion leader on a relevant issue can ultimately turn your potential customers and stakeholders into advocates of your cause, whatever it may be.

What media coverage says about you or your organisation

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.

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When potential customers see the coverage, they generally think: “This media outlet, which understands my interests, has sought this organisation out for their opinion, advice and expertise. They could have chosen someone else in the field but they chose them.” The result is that you stand out.

Maximising your media coverage

A common mistake organisations make after receiving positive media coverage is to bask in the glory for a little while and then let it fade. If you do nothing with the coverage, you’ve missed a trick to rise above others in today’s highly competitive world.

To maximise the impact of positive media coverage, be sure to use social media platforms and more traditional forms of marketing to extend its life.

As an example, we recently secured some great media coverage for one of our not-for-profit clients. They were promoted on television, radio, newspapers, online news sites, newsletters, blogs and magazines. With so much amazing coverage, many organisations would’ve believed that was enough, but it didn’t stop there.

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An example of how one of our clients, the International Institute of Home Staging, are using media coverage we have secured for them to promote their business.

The organisation took the opportunity to maximise the benefits of the coverage by sharing it online (through its e-newsletter, website and all social media platforms) to increase the reach tenfold. They also shared snippets of the coverage directly with its key members and donors and potential sponsors. This demonstrated the not-for-profit’s progress and momentum, ultimately bolstering donor advocacy.

Combining media coverage with your marketing

In addition to multiplying positive media coverage through other channels, you can also use coverage in other areas. Here are some ideas:

On your website: Have a repository of media coverage on your website so anyone who digs around for more detail can check it out. Scan print coverage and link websites and video/audio content where possible. If the coverage is behind a paywall, ask the media organisation for permission to republish relevant parts. If you have a few prestigious outlets under your belt, host a section on your home page that says: “As seen in…” with the logos or names of the outlets.

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On your advertising: If an expert or a journalist has said something positive about you, your product or service, ask permission to use a quote on your advertising material or packaging. Books often have cover quotes, and theatre posters use selections from reviews to promote a show: you can do something similar.

On your collateral: Having a link to the coverage in your email signature—“Featured in…”—is unobtrusive but could prove helpful, for example, if you’re approaching a new client who wants to do some research on you. If you’re regularly featured, consider including a line or two and the media outlet’s logo on your business card.

Good media coverage is a precious event, but think of it as just the beginning of the promotional cycle. Use the momentum of positive media coverage to not only extend its reach but also extend its longevity and it will pay dividends for your brand for a while yet.

How to find the time for Media Coverage PR

One of the biggest problems businesses face when it comes to winning media coverage is that they’re simply too busy to invest the time required. Here are some ways to still get great results, without being forced to work all hours of the day.

Consider outsourcing your PR to a specialist agency. We don’t wait for big ideas, instead look for consistency in small things done well. The quest for perfection will kill any hopes of PR success dead in their tracks.

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That’s why we start every PR campaign with a period of preparation that includes creating ideas and developing plans, lists, materials and resources that most agencies are brainstorming and creating on the fly as they go.

You waste a lot of time constantly thinking of what to do next. If you plan well and your time is then spent only needing to implement what you have already worked out, then you have the headspace and even time to then be agile and creative along the way.

Media Coverage can make the best of a bad situation

At Pure Public Relations, we believe that PR services should at the very least be consistent; if you pay for press coverage, you should get press coverage. That may not be the norm for the whole industry, but it is for us. We guarantee coverage, and have the skills and experience to make that happen.

Sometimes, though, the coverage comes to you, and when that happens, it can often be for all the wrong reasons. Mistakes, miscommunications, and mishaps can happen all the time in any business, big or small. It can be the result of one employee, one difficult customer, or even a random misfortune.

When that happens, we have you covered. We offer services in both training for interviews after negative coverage and urgent issues management response. Through a mix of compassion and responsibility, you’re usually able to mitigate the damage with our support. But what if you can do more?

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How to gain positive media coverage from a crisis?

A good PR response to a bad situation is sometimes more than acknowledgement and apology; it’s a declaration to change ways and do more moving forward. Many corporations, when caught, will announce new initiatives or large donations to show that not only are they sorry, they’re also proactive and willing to change. Smaller businesses and not-for-profits don’t always have the same budget for grand gestures, but what you do have is the charm and authenticity of a smaller company, one that is not too big to efficiently manage and change for the better.

Rather than getting just any media coverage, we target influential media that puts you directly in front of your customers. But media relations and PR are just the beginning. We also offer media training, issues management and communication across your business.

You get a tailored PR strategy that meets your budget and your KPIs — one that doesn’t charge by the hour, the number of attempts or the number of journalists we contact. Your results come from experienced senior consultants and PR masters who mentor heads of other PR agencies. Your business gets a tailored PR strategy that fits your budget and meets your KPIs.


Why is it important to generate media coverage? ›

Media coverage gets your message across to a wider audience and helps establish your business as credible and its activities as notable. Favorable media coverage is a powerful tool in your marketing strategy.

What is the media coverage? ›

The term media coverage is used to refer to all blog articles, RSS feeds, video content or other types of digital content (produced by individuals or organisations other than your own company) where your brand, products or services are discussed or shown.

What are the three types of media coverage? ›

What are the three types of media coverage? The three types of media coverage are owned, paid, and earned. Owned is your own media, paid is promotional media, and earned is unpaid coverage from other sources.

What is the main purpose of the media? ›

The main purpose of mass media is communication. Mass media attempts to communicate large quantities of information to the widest audience. The types of communication can vary. Mass media communicates current events, general education, health and safety information, and product information (i.e., advertisements).

How do you attract media coverage? ›

6 Effective Strategies to Attract Media Coverage of Your Event
  1. Research your local press. ...
  2. Snag a celebrity host. ...
  3. Create a media alert. ...
  4. Follow up, follow up, follow up. ...
  5. Hire a photographer and create a press release before and after your event. ...
  6. Create a social media campaign.
1 Jun 2020

What are some positive effects of media use? ›

If you're a regular social media user, you've probably encountered some or all of these positive effects at some point.
  • Building Relationships and Staying Connected. ...
  • Finding Your Voice. ...
  • Showing Empathy and Kindness. ...
  • Offering Support. ...
  • Better Communication. ...
  • Spreading News. ...
  • Building a Business. ...
  • Establishing Authority.
1 Nov 2021

How the media can influence them positively? ›

Makes them aware of the importance of health: Media disseminates information on health and well-being. A teen, who pays attention to such information, is more likely to be aware of various health issues like teen depression, childhood obesity, etc., and their possible solutions.

Why is positive publicity important? ›

Positive publicity is what PR does.

It's acquiring positive attention through various means, leading more people to becoming familiar with who you are and what you do. It's building credibility through positive visibility -- which is priceless in business.

What is another word for media coverage? ›

“The press coverage the event receives is invaluable, she said, but she suggested the industry also consider the strength of the subliminal message.”
What is another word for press coverage?
102 more rows

What is media coverage analysis? ›

Media coverage analysis allows you to measure the effectiveness of your communications and compare their performance against your peer group. Its reach spans owned, earned and shared media.

What is media and example? ›

Media are the communication outlets or tools used to store and deliver information or data. The term refers to components of the mass media communications industry, such as print media, publishing, the news media, photography, cinema, broadcasting, and advertising.

What are media tools? ›

Tools that help to facilitate social media. Examples include RSS, blogs, video logs, widgets, tags, forums, location based services, Web chats, instant messaging, podcasts and microblogging services.

How does the media impact us? ›

The influence of mass media or 'The media effect' affects many aspects of human life, which can include voting a certain way, individual views and beliefs, or skewing a person's knowledge of a specific topic due to being provided false information.

What is the best explanation of media? ›

What Does Media Mean? Media is the plural form of medium, which (broadly speaking) describes any channel of communication. This can include anything from printed paper to digital data, and encompasses art, news, educational content and numerous other forms of information.

What is media in your own words? ›

The word media refers to any form of communication that delivers information. Common media outlets include newspapers, radio, television, magazines and internet sources like blogs or online publications.

What are 3 positives of social media marketing? ›

Increase trustworthiness and brand recognition. Increase levels of customer service and satisfaction. Foster online community and tell authentic stories. Become part of the zeitgeist.

What is the main positive effect of social media? ›

Social media may provide individuals with a platform that overcomes barriers of distance and time, allowing them to connect and reconnect with others and thereby expand and strengthen their in-person networks and interactions.

What are 2 positive things about social media? ›

7 Positive Effects Social Media Is Having on Society
  • Social Media Makes It Easier to Make Friends. ...
  • Social Media Fosters Empathy. ...
  • Social Media Allows for Speedy Communication. ...
  • Social Media Makes the World Seem Smaller. ...
  • Social Media Helps You Build Relationships. ...
  • Social Media Helps News Travel Faster.
30 Jun 2022

What are the positives of marketing? ›

Good marketing helps you gain data and metrics to learn more about your target audience(s), so you can be more targeted in your strategy and advertising. Fact. A targeted marketing strategy based on data about your customers is one of the best ways to develop multiple revenue streams from segmented audiences.

What is the benefit of having a positive image and brand? ›

A strong brand image can create credibility and customer loyalty for your company. When a brand is known for delivering what they promise, customers will begin to trust the brand. This can increase customer retention and how often they return.

What is positive impact of advertising on society? ›

According to the International Advertising Association, advertising can encourage companies to compete and provide new products. This encourages more consumers to buy because these products meet the needs and wants of more consumers. Thus, the economy is positively affected.

What is the most effective form of media? ›

Movies – film, motion picture, screenplay, moving picture, or movie has world-wide reachability. It's the best type of mass media to promote cultures and spread social awareness. Movies have always played a huge part in the entertainment world.

What is media advantages and disadvantages? ›

Comparison Table for Advantages and Disadvantages of Media
Media allows cultural diffusion among people from different parts of the world.Creating fake profiles and sending threats or bullying or such acts can ruin the mental health and reputation of targetted individuals.
7 more rows
7 Jan 2022

What are the elements that a media strategy covers? ›

The key elements of a media strategy
  • Objectives. What do you want to achieve and why? ...
  • Target audience. Who do you want to talk to and why? ...
  • Tone of voice. What kind of personality do you want to convey? ...
  • Key messages. What do you want people to think, feel or do? ...
  • Content. ...
  • Media training. ...
  • Crisis comms. ...
  • Managing expectations.
22 Apr 2016

What is the meaning of coverage in advertising? ›

Coverage is the percentage of ad requests that returned at least one ad. Generally, coverage can help you identify sites where AdSense isn't able to provide targeted ads.

What is media coverage bias? ›

Coverage bias when media choose to report only negative news about one party or ideology, Gatekeeping bias (also known as selectivity or selection bias), when stories are selected or deselected, sometimes on ideological grounds (see spike).

What does coverage mean in news? ›

1. [noncount] : the activity of reporting about an event or subject in newspapers, on television news programs, etc. The issue is not getting much coverage in the mainstream press. There was massive/extensive TV coverage of the funeral.

What is media analysis strategy? ›

Defintions: "The examination, interpretation and critique of both the material content of the channels of media of communication and the structure, composition and operations of corporations that either own or control those media.

What are the 5 advantages of media? ›

Advantages of Media
  • It educates individuals. ...
  • In a very short period of time, citizens get the latest information. ...
  • People have to bring their secret talents. ...
  • The awareness in children is growing. ...
  • Radio is useful as individuals obtain brief news and can reach it via a cell phone and many more.

What is the role of media and information in communication? ›

They: act as channels of information and knowledge through which citizens communicate with each other and make informed decisions. facilitate informed debates between diverse social actors. provide us with much of what we learn about the world beyond our immediate experience.

What are the main types of media? ›

The three types of media are commonly known as news media, social media, and web media, but you might also see them referred to as earned media, shared media, and owned media. Some other forms of modern media are print media, television, movies, and video games.

What is a social media marketing tool? ›

Social media marketing (SMM) is the use of social media platforms to interact with customers to build brands, increase sales, and drive website traffic.

What are the types of tools used? ›

Different Types of Hand Tools and Their Uses
  • Screwdrivers. Screwdrivers are one of the must-have hand tools in every household utility kit. ...
  • Wire Strippers. ...
  • Crimping Tools. ...
  • Metal Nibbling Tool. ...
  • Pliers and Side Cutters. ...
  • IDC Connector Crimp Tool. ...
  • Electronics Tool Kit.
21 Oct 2020

Why was media coverage so important to the civil rights movement? ›

Because the media helps shape public opinion, it directly affects the laws that govern our democracy. During the Civil Rights Movement the media gave people the information which shaped the public's opinion and thus caused them to push for change.

Why is media coverage of elections important quizlet? ›

It helps people have a comprehensive understanding of all of the issues. It introduces the public to only the candidates who have the best chance of winning. It encourages people to vote for the right candidate based on the media's informed opinions.

What is the importance of media monitoring? ›

Media monitoring connects you to target audiences

When you're listening to who is saying what about your company, some voices are more important than others. Media monitoring reveals whether primary stakeholders are hearing and reacting to reports about your business, and whether that news is positive or negative.

What is the role of the media and why is it important in a democracy? ›

Normative roles of media in democracy

It provides information to individuals to make their own decisions. The monitorial role involves practices such as publishing reports, agendas, and threats, reporting political, social, and economic decisions, and shedding light to public opinion.

What is the role of media in the right to freedom? ›

Freedom of the media is the fundamental right of various forms of media—including print, radio, television, and online media—to operate freely in society without government control, restriction, or censorship.

What are the advantages of freedom of media? ›

Improves the workings of representative government by helping citizens communicate with their governments. Affords citizens a means of calling attention to violations of their rights. Keeps government closer to the people by helping policymakers better understand how their actions are being perceived.

What is the role of mass media to develop public opinion? ›

There are two primary areas of media agenda-setting: (i) the media tells us the news and (ii) the media tells us what to think about the news. Press coverage sends signals to audiences about the importance of mentioned issues, while framing the news induces the unsuspecting viewer into a particular response.

What role do social media technologies have on politics and political campaigns? ›

A communication platform such as social media is persuasive, and often works to change or influence opinions when it comes to political views because of the abundance of ideas, thoughts, and opinions circulating through the social media platform.

What are the benefits of social media monitoring? ›

Why is social media monitoring important?
  • Customer service. Good customer service includes listening and responding to product feedback, questions, and complaints on social media. ...
  • Generate new leads from social media. ...
  • Identify influencers and advocates. ...
  • Get feedback.
17 Jul 2018

Why is monitoring marketing important? ›

Marketing monitoring helps us collect insights and data on our potential customers, and how to improve our product in order to get more customers.”

Why social media monitoring tools are important? ›

Social media monitoring involves the tracking of online brand mentions and the subsequent responding of them. Monitoring keeps your brand on top of messages before they might become viral for the wrong reasons. They also help you maintain a positive brand image among consumers and identify potential influencers.


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