Building Brand Awareness Through Press Relations and Press Trips
Establishing relationships with journalists and media outlets is key to gaining positive media coverage. Journalists are always on the lookout for interesting stories and unique experiences to share with their readers but most businesses struggle to understand how what is considered a story or not. After 15+ years working in the realm of public relations not only is my media network extensive but I also know how to target specific editors with headlines compelling enough to make them open my emails!
Earned Media Vs Paid Media
Media work can be divided into two categories: earned media and paid media. Earned media covers activities usually undertaken by a PR Manager or an agency who continue to invest time and energy into developing relationships with the media. Activities include creating press releases and conducting strategic outreach, and relationship-building through exclusive experiences and press trips. Earned media is an excellent way to validate your reputation through a respected third party such as a journalist or influencer.
Paid Media describes activities such as advertising, performance marketing for your owned channels, influencer marketing and content marketing (sponsored features and advertorials). Paid media is an excellent way to guarantee your brand/service is positioned exactly how you want to, as you have full control over the content. You are essentially purchasing space on media outlets.
PR is not a short-term solution to boost sales but a long-term reputation and brand-building exercise with results that stretch well into the future. Press campaigns often see repeat coverage as outlets seek to fill space by re-sharing previously published content re-vamped with new images or updated stories. In conclusion, press relations and press trips are powerful tools for building brand awareness. By establishing relationships with journalists and media outlets, and hosting press trips to showcase your brand, you can generate positive media coverage, increase brand visibility, and drive customer engagement and loyalty. Remember to carefully select journalists, provide unique experiences, and maintain relationships to make the most of these opportunities. Start building your brand awareness today through effective press relations and press trips.
Press Trip with International Cycling Media in Girona 2020
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