Traditional Media Coverage Fuels Online Marketing
In this first-of-its-kind study, Nielsen measured the impact of third-party content (media coverage), user reviews, and branded content on driving familiarity, affinity, and purchase intent across multiple product categories.
The results show that consumers rely on credible, third-party content more than branded content or user-generated content when making decisions. In fact, third-party content was the only content type to exhibit a strong lift in all three areas of the purchase cycle — making the press coverage that PR strategy secures more strategic than ever.
Plus, media coverage is more viral and sharable than branded content. Many of those shares also serve as social testimonials. They also generate valuable links, which can help raise the visibility of your branded website. In other words, Traditional Media Still Matters.
The quest for greater online visibility and influence is driving the integration of marketing, public relations and public affairs, which puts a premium on strategic planning and opportunism. Those changes will accelerate as information technologies continue to converge and new channels fragment the media world even more.
Public relations is much more than just media relations and publicity. It’s a leadership strategy and an influential platform.
Strategic PR campaigns build awareness, understanding and support among stakeholders. It’s a powerful platform where you can educate, engage and overcome objections, while positioning your organization as a leader and the voice of reason on critical issues.
What’s your favorite media placement success story?