Public relations in marketing: 7 reasons why you should build relationships with media 

April 11, 2023 by Clever Samurai

Public relations (PR) are a vital aspect of any business. It involves creating and maintaining a positive image and reputation for your brand. One key way to achieve this is through building relationships with the media that represent your industry. These media outlets can help increase your brand’s visibility, establish you as an authority in your industry, and ultimately lead to more business. In this blog post, we’ll explore seven reasons why you should build relationships with the media who represent your industry. 

1. Increased visibility  

When you build relationships with media outlets that cover your industry, you increase the chances of your brand being featured in their publications. This can result in increased visibility for your brand and can lead to new customers and increased revenue. Additionally, media outlets often have a significant online presence, which can help improve your website’s search engine rankings. A media outlet’s online presence is more often than not composed of a wide variety of delivery methods. They may have social media accounts, podcasts, newsletters, and so on. Building a partnership that allows your brand to be shared across multiple delivery methods increases  the chance your content is seen by your target audience 

2. Authority  

Media outlets that cover your industry can help establish your brand as an authority in your field. If a respected media outlet writes about your brand, it can give you credibility and help you stand out from your competitors. Additionally, being featured in industry-specific media can help you attract new customers who are interested in learning more about your products or services. Ultimately, positioning yourself as a thought leader within your given industry is invaluable. This contributes to increased brand awareness and reputation and can even result in media partnerships where outlets come to YOU for content, as they value your relationship and your authority within your industry. 

3. New partnerships  

Building relationships with the media who represent your industry can also lead to new partnerships. If a media outlet believes in your brand and what you offer, they may be interested in partnering with you on projects or events. This can help expand your reach and introduce your brand to new audiences. These partnerships could take the form of you being a guest speaker at events, or media-run podcasts, or it could be a physical appearance at events relevant to your industry. Sometimes, if you cannot physically be at an event, a sponsorship could work out, with your company paying for your brand to be associated with a given event. 

4. Crisis management  

In the event of a crisis or negative publicity, having a relationship with the media can be incredibly beneficial. If you have an established relationship with a media outlet, they may be more likely to give you the benefit of the doubt and present your side of the story. 

5. Brand storytelling  

Media outlets are always on the lookout for interesting stories to share with their readers. Building relationships with the media who cover your industry can help you craft a compelling brand story that will capture their attention. This can lead to increased media coverage and more opportunities to share your message with potential customers. In fact, this ties in to one of the most powerful aspects of PR: earned media. Earned media is coverage you don’t have to spend any money on securing, and naturally arises from media covering your company in a favourable light. The benefits of earned media are incredible, it saves you money, it boosts brand awareness, and most importantly, earned media content comes off more genuine and thus improves your business’ reputation. 

6. Networking  

In addition to building relationships with media outlets, building relationships with journalists and editors can also be beneficial. These individuals often have a significant amount of influence in your industry and can help connect you with other thought leaders and influencers. Networking with these individuals can help you stay on top of industry trends and build valuable connections that can benefit your brand in the long term. It’s also possible that, through networking, you may meet more than just media partners, you could also meet potential customers who are directly interested in your business and its offerings, a win-win! 

7. More accurate coverage  

Finally, building relationships with the media who represent your industry can help ensure that your brand is being accurately portrayed in the media. By developing a relationship with journalists and editors, you can help them better understand your brand and what you stand for. This can lead to more accurate coverage and can help mitigate any misunderstandings or misconceptions that may exist about your brand. Through the media relationships you build, you can exert greater control over your image, and utilize this control to boost the reputation of your company. 

In conclusion, building relationships with the media who represent your industry can have numerous benefits for your brand. From increased visibility and authority to new partnerships and crisis management, there are many reasons why you should invest in these relationships. By taking the time to build these relationships, you can help ensure that your brand is well-positioned to succeed in your industry. 

This is a lot to work towards, and maintaining media relationships is just as difficult as building them in the first place. To that end, it could be more worth your while to partner with a marketing agency with deep expertise when it comes to public relations and securing long lasting, bountiful media relationships that can elevate your company within your industry space. At Clever Samurai, we have built partnerships for all kinds of brands across various industries that have helped boost our client’s presence within their sectors. If that sounds good to you, reach out to us here at Clever Samurai. We can’t wait to start getting you media wins. 

 

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