Media Coverage Fuels Social Media
In this new 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 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.
Earned media (content), is material produced about you or your business by an unpaid third party, including mainstream news and main street bloggers. With strategic planning and opportunism, organizations can position themselves for positive media coverage. A seasoned public relations firm can help streamline the process for maximum impact. The first step is to understand the differences between earned, shared, paid, and owned media. With owned and paid media, you are in control of the content. With the others, you are counting on influence and performance.
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 more than media relations and publicity. It’s a leadership strategy and an influential platform to engage stakeholders and influencers.
Strategic PR campaigns build awareness, understanding and support among stakeholders. They help brand managers overcome objections in the sales process. 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?