The communications landscape changes on a near-daily basis. As use of social media and digital news outlets continues to grow, some marketers opted to abandon or modify their use of point of sales promotions, trade shows and other offline marketing staples, even prior to the COVID-19 pandemic. As more businesses look to modernize and refresh their marketing and communications strategies, public relations and, more specifically, media relations and thought leadership remain some of the most important tools in the box.
Authentic, earned media coverage can win over skeptics, but while you can pay to promote credible media coverage to ensure it reaches a wider audience and supplement that coverage with some high quality pay-to-play opportunities, the best and most credible media coverage is earned. Especially for marketers of B2B products and services or expensive, high-consideration consumer offerings, being able to point to credible, third-party media coverage of an organization’s products, services, customers or expertise can provide the assurances buyers desire before purchasing.
“The thought leadership, corporate communications and media relations work we do with PR Return produces a lot of valuable and credible exposure for Logistyx Technologies,” said Lisa Henthorn, VP, marketing communications. “As e-commerce continues to grow rapidly, Logistyx provides the industry’s gold standard of parcel shipping technology. We can help shippers meet this rising demand in ways our competitors can’t, and speaking to these advantages in top media outlets helps drive home that competitive advantage in a very credible way.”
Organizations that nurture genuine, mutually beneficial relationships with top journalists, analysts and other influencers can earn this type of credibility-building coverage and thought leadership on an ongoing basis. By regularly providing helpful resources and expertise focused on industry trends and education, organizations usually discover that many influencers appreciate this type of information and want to work together to learn more.
At PR Return, we embrace the best of PR, marketing and communications to build comprehensive strategies for our clients that lead to success. Whenever we’re asked, “why PR?” we point to the many credibility-boosting marketing superpowers of media relations, thought leadership and compelling messaging.
Need help telling your brand’s story? Get in touch with PR Return today.