Why it matters to be in the media

Oct. 5, 2012 - PRLog -- It’s no news that the old Ivory Tower of news provision is not what it once was. Papers and magazines are, on the whole, struggling more than ever beneath the weight of online, whilst many websites are semi-professional at best. Despite this though, well-executed B2B PR targeting the media can still be hugely beneficial.

For anyone unclear as to exactly why it can be a good idea to invest time and money into a great campaign simply consider the last time you Googled an industry or product. Then think of what swayed your decision more, sponsored links or positive press from well-respected outlets. In short, there may be a huge problem facing journalism, but nonetheless, these scribes still have a huge voice we all listen to.

On the subject of search engines the impact of PR- whether B2B or consumer- on a company’s homepage ranking should not be overlooked. Links in from major news sites are difficult, but not impossible to secure, meanwhile, digital campaign work, particularly for brands in the public eye, can lead to huge spikes in inbound traffic calling off at a corporate domain.

One of the key reasons PR can (slowly) lead to better results than traditional paid-for advertisements is in brand messages. Of course cute taglines and well-placed pages can define the company position (i.e. luxury, or reliable), but it’s no secret that standard commercials only go someway towards convincing consumers. By ensuring a consistent image is portrayed and differentiating a firm from its competitors, public relations can shape general and specialist opinion of any organisation- with a few notable exceptions.

The list could go on. From assisting with exit strategies (by attracting potential investors through widespread media coverage), to making SME’s look far larger than they are, providing there’s a clear business plan in place about where things need to go, and how they should grow, employing PR to target the media is nothing short of essential. That is if you want to maximise the customer base, and guarantee as many eyes can see the company as possible, without resorting to costly TV and print campaigns- saving valuable financial resources in the long run. To learn more, take a look at the B2B PR Blog - http://b2bprblog.com/