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PR is NOT Mutually Exclusive – Here’s Why
Published on 1/19/2017 by Brittni Castilaw
Sometimes when brands think of PR it comes with a mentality of “if you scratch my back, I’ll scratch yours.” While it takes relationships, valuable content, a product/service worth touting and a ton of energy to finally get mentioned in a publication – it doesn’t mean the magazine owes you anything.
I’m going to be blunt, so grab a tissue.
Magazines have spent decades building value across their entire brand so when they mention your business, whether that be a product, service, executive profile or a complete review, that means something more than if you or your employees said the exact same thing.
A publication has already established trust within their vertical – they are the source of unbiased information and highlighting any company in their editorial (whether good or bad) is targeted at continuously serving the best interests of their readers.
I hate to bring more honesty to the table, but magazines don’t need your content. The difference, though, is that brands have an actual need to leverage the trust and value associated with the publication once they are published.
A jaw-dropping 92% of consumers trust earned media above all other forms of advertising while only half trust paid ads. WebbedFeet
Earning media is hard. It takes time – but from an ROI perspective, it builds trust and generates bottom line growth when leveraged across your marketing channels.
When brands see PR as mutually exclusive, it presents a problem. Based on research, consumers trust this type of content – which translates to revenue. If we flip the script and pretend that PR is mutually exclusive and a brand can use the content in whatever manner they wish – what does the magazine get from that? Brands see a bottom line revenue increase and magazines get what, your content?
Again, magazines do not need your content.
We have this conversation day in and day out with brands and 9 times out of 10 once we present the above example we are greeted with “Oh…yeah that makes total sense.”
Let’s be ethical, guys and quit him-hawing around the impression that it should be given away for free.
Once you’ve successfully obtained some press – what now? If PR isn’t mutually exclusive, where does that leave brands?
Here’s a bit of advice I’ll throw in for free – think of your consumers. I can list more stats about earned media, but you get the idea – when your consumers trust the earned media you’ve obtained, take action.
Integrate the earned media throughout your current marketing campaigns or tailor a specific strategy around your earned media. Focusing an approach specific to your earned media is the best way to get the most from your efforts.