Finding the answer to whether your brand is receiving effective media coverage is not always a simple yes or no. Conducting business in the limelight allows the media to watch what you do and who you do business with, ultimately constructing your image before they visit your website, social channels or personal profiles.
Media coverage can boost your brands reputation as journalists publish articles on business success – such as a local fundraiser or opening night. Yet media coverage can also tarnish your brands reputation by circulating inaccurate or confidential information, often publishing misleading information. But in today’s converged world, it’s not only newspapers and magazines you need to worry about, digital platforms like Facebook and Twitter have allowed the general public to publish their point of view, and to a much larger audience.
With this duo in mind, two of the hardest obstacles your brand will face is the journey of building a strong reputation with potentially damaging media coverage, and secondly, maintaining a strong reputation when damaging media coverage occurs.
No matter what phase of the business lifecycle your brand is in, use these three tactics to stay ahead;
1. Submit Press Releases
Through a platform like Media Stable, submitting a press release is one of the fastest and most time effective methods of exposing your brand to an audience of industry professionals. Media Stable is an online directory where the media can access articles to publish, or use key information from the articles to piece together a news story. The directory also provides a list of hot topics that journalists are interested in writing on – this is where you can submit press releases and opinion pieces to be featured in journalists work. Media Stable additionally acts as a networking platform, where you can create and maintain reliable relationships with journalists that will lead to positive media coverage.
2. Exposure Through Events
Just like journalists are using platforms like Media Stable to be aware about what is happening in the community, you need to be proactive about events, launches and fundraisers in your industry to position your brand in front of the media. Deliberately involve the brand in events by nominating a key speaker from the business, sponsoring the event, fill a few tables with your staff, or simply attend as an ambassador of the business. Truly position your brand by taking initiative and submit a press release about the event at least two weeks before it is held, identifying what the event is and why you will be attending.
3. Social Media Strategy
With the increase in user generated content it is important that your brand creates and applies an effective social media strategy. Facebook, Twitter and Instagram are great platforms to represent your brands personality and is a key source for journalists and the public to understand who you are, what you do and what you have to offer. It is wise to publish content regularly and network online with other brands and influencers in your industry to build strong relationships. This will allow your content to be shared through other accounts, with the aim of increasing brand visibility through an organic following.
The media landscape has flourished from traditional professional journalists to user generated content through social media platforms. To survive in the ever growing digital world it is vital to form reliable connections with the media to position yourself as a credible brand. Persevere with gaining brand visibility by submitting press releases and opinion pieces to professional platforms like Media Stable, continuously involve your brand in events and create a strong social media strategy to gain positive media coverage.