Earning media coverage is not always an easy thing for a business. It often takes a lot of time and effort to understand business-to-business (B2B) media, build relationships with journalists and prepare content to submit to editors. However, here are seven low-hanging ways businesses can earn media coverage without much time or effort.  1. Featured Product Submissions  Many media outlets have a standard “Featured product” section where they highlight new products and product innovations. You may find information about which editor to contact with regarding your submission and submission format requirements on the editorial guidelines page, the editorial masthead page or the “contact us” page.   2. Featured Projects  Many B2B media outlets like to feature real-world projects. They accept images and case studies or recently completed projects. This may include a project such as an in-store display for the printing industry, or a new building for the construction industry.  3. News Releases  While some media outlets charge businesses to post a news release, many others have a formal submission process for submitting full-text news releases. Even though a media outlet may have a submission process for formal news releases, it does not guarantee that they will publish your release. Your release still must be newsworthy and free or any grammatical or factual errors.  4. Personnel Changes  Any easy win for most businesses is to submit major personal hires or promotions within your organization. Business media outlets often have dedicated news feeds featuring industry personnel moves.  5. Event Calendars An option to consider for exposure is event calendars. B2B media outlets, as well as many trade associations, have community event calendars that allow you to submit your events.  6. Awards Many B2B media outlets host their own award programs, which they promote heavily to their audience. Submitting an entry and winning an award is a great way to gain recognition and brand awareness in front of your target audience.  7. Guest Articles & Opinion Pieces Although guest articles or opinion pieces require more effort, they are a great opportunity to gain media exposure. 

In the world of business, the value of strategic, long-term public relations (PR) cannot be overstated. Much like the stock market, where long-term investments often yield more substantial returns compared to short-term plays, long-term PR efforts can significantly enhance a company's reputation, credibility, and market position. Let's explore both short-term PR and long-term PR, and discuss why a long-term, sustained PR strategy is beneficial to a company’s success.  Short-Term PR Efforts: The Quick Wins Short-term PR campaigns are akin to short-term trading in the stock market. They focus on immediate results, such as boosting sales, generating quick media buzz, or responding to a crisis. These efforts can be highly effective for: 1. Launching a New Product: A burst of media attention can create excitement and drive initial sales. 2. Managing Crises: Rapid response to negative publicity can mitigate damage. 3. Seasonal Promotions: Timed campaigns can capitalize on holidays or industry events. 4. Events: Promoting awareness of time-sensitive events.   While these efforts are important, they work best within the scope of a long-term strategy. It is difficult to get these quick wins if you are starting from scratch. It takes time to hone your messaging, build relationships with the media, gain credibility over time through continual media exposure, and build awareness with your audience. Just as short-term trading in stocks can be risky and volatile, relying solely on short-term PR can result in a high cost of investment and time with little to no return.  Long-Term PR Efforts: Building Sustained Value In contrast, long-term PR is like long-term investing in the stock market, where patience and consistency are key. The benefits of sustained PR efforts include: 1. Enhanced Credibility: Over time, consistently positive media coverage builds trust and credibility with your audience. Just as a long-term investor gains confidence from steady growth, long-term PR fosters a strong, reliable brand image. 2. Deeper Relationships: Long-term PR allows you to cultivate meaningful relationships with journalists, influencers, and stakeholders. These relationships are invaluable, providing ongoing opportunities for positive exposure. 3. Strategic Storytelling: Long-term efforts enable you to craft and convey a cohesive brand narrative, positioning your company as a thought leader and industry expert. 4. Resilience: A strong, well-established reputation can help buffer against occasional negative publicity. Similar to how a diversified investment portfolio can withstand market downturns, a robust PR foundation can weather the storms. Comparing the Investment Strategies Short-Term PR: This can generate immediate buzz and address urgent needs but may result in inconsistent messaging and short-lived impact. Long-Term PR: This builds a solid reputation, nurtures important relationships, and establishes your brand as a leader. The benefits compound over time, creating a resilient and trusted image. Both short-term and long-term efforts have their place in PR. However, for sustained growth and stability, a long-term approach is often more beneficial. By committing to a long-term PR strategy, your company can build a strong, credible, and enduring brand that stands the test of time, much like a wise long-term investment in the stock market.

Not all media coverage is created equal. While positive media coverage is a good thing, some forms of media coverage are more valuable than others.  There are several factors that impact how valuable a story is, including:  • Audience Size (How many people does it reach?)  • Alignment with your target market (Is it the right audience?)   • Depth of coverage (How prominently is your company featured?)  • Positive vs. negative coverage (How does it impact your reputation?)   Below are examples of different forms of media coverage based on value, beginning with the most valuable form of media coverage, which is third-party coverage with a backlink.  1. 3rd Party Coverage / Backlink  • Journalist or producer as author / 3rd party credibility  • Full Story / Doesn’t mention competitors, etc.  • Backlink  1. Bylined Article with Backlink  • You are the author  • Full article  • Backlink  1. Bylined Article / No Backlink  • You are the author  • Full article  • No backlink  1. 3rd Party Coverage / Paragraph / Backlink  • 3rd party coverage  • Journalist or producer as author  • Mention / Not Full story  • Backlink  1. 3rd Party Mention / No Backlink  • 3rd party coverage  • Journalist or producer as author  • Mention / Not Full story  • No backlink   1. News Release • Posting full release  • Posting segment of release  • Newswire