These facets of marketing have been the keys to communicating marketing success to execs and other stakeholders, but there’s a dark horse with the potential to lead positive returns for Fortune 500 companies.
That horse is earned media coverage.
Media coverage hasn’t been given the credibility, tools and recognition it deserves. Current PR reporting proves that PR teams have been busy with listing every mention, article or byline placed—which demonstrates activity, but lacks value.
Leaders want to know how earned media helps drive business in terms of lead generation, customer acquisition and retention and Web traffic that boosts the bottom line.
PR pros have lacked an accurate and quantifiable measurement of earned media’s business impact—but that’s changing.
Media coverage’s tepid pace—and PR pro’s call to action
Taking a step back to understand why media coverage has been slow to change gives a greater meaning to the importance of its role in the boardroom.
Traditionally, securing a front page spot with a colored photograph in a daily newspaper or magazine was the Academy Award for PR pros. Slapping the media coverage in front of your CEO could keep him or her satisfied for quite awhile.