Media relations is an effective form of marketing, but it has changed. While straight fact-based news stories still exist, most content from media outlets is unapologetically opinion-based. This can work to the advantage of businesses seeking the media spotlight if marketers know how to tailor content to appeal to the modern journalists, editor and writer.
Why is this relevant to marketers?
Media relations still matters.
34% of global respondents' overall media budget goes to earned media, up from 26% last year. 35% is given to paid media, with owned media allotted the remaining 31%. In the U.S., 39% of the overall media budget goes to earned media.
60% choose mainstream journalists among their top three most powerful influencers in terms of impacting consumer behavior, with 27% picking them as the most powerful such influencer. This sentiment is strongest in the U.S., at 69% and 34%, respectively. (2019 Global Comms Report (Cision & PRWeek)
How has it changed:
Embrace the idea that most editors and writers serve as influencers more than objective journalists.
Relevant Examples
The article below published by Packaging Digest is purely opinion, but it is not relegated to an op-ed section. It appears as regular content. The title even uses the adjective "Remarkable."
This type of coverage is great when it is about your business or product.
Challenge for Attendees:
Instead of straight news, create content that intentionally sways opinion. Make a case for something or use data to show a strong position. Create something that is so compelling that editors like it.Instead of a news release about a new program that you launched for your customers, create a compelling story around why a new program was needed and back it up with data.
Sources:
2019 Global Comms Reporthttps://www.cision.com/us/resources/white-papers/2019-global-comms-report/