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Recently a client asked me how he could better merchandise all of the great press we were getting his business. He had noticed that whenever his product was featured in the media, his social networks would blow up for a few days, and then the dust would settle leaving him wondering, “What do I do next?”
The first thing to do before planning the best way to merchandise your brand’s media coverage is to determine, “What do I want to accomplish with my press coverage?” As my friend and PR colleague Linda once said, “buzz” will always come and go – it isn’t sustainable, or it wouldn’t be called “buzz!” But, the lasting value in press coverage really comes from the third-party endorsement you get, how you capture and share the moment to build your brand
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Public relations professionals have two important roles: to protect the best interests of their client and to be a resource for the media, ensuring that their clients understand “the game” and can provide the appropriate experiences or materials for media that will generate meaningful coverage.
As recently as ten years ago, the vast majority of media professionals were employed by organizations that regulated the distinction between advertising (paid media) and public relations (earned media). These organizations also had systems in place to report metrics to the public, such as Nielsen ratings and other third-party sources that ensured that all circulation and viewership numbers were accurate and honest. |
MusingsThoughts on new and traditional media, current events, life in Chicago and the occasional small Chihuahua photo. Archives
February 2018
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