How targeted press efforts boost your brand’s bottom line

While online marketing is effective and necessary, don’t underestimate the power of traditional PR, this author says.

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Related: 7 Ways to Get the Press Coverage You Want

News coverage, however, has changed drastically over the last few decades, keeping up with the general migration of information to the Internet. Entrepreneurs who aren’t aware of modern shifts in media coverage will find themselves left out of one of the most important tools in their marketing box: publicity.

News still matters. After a sharp decline over the past 10 years, broadcast and print media have slightly rebounded. True, cable networks are more fragmented than ever, but local news stations are gaining viewers. Small business owners with a product or service that matters to their community should target the fact that local news has the highest trust index, is directly targeted at their audience and is more accessible to small companies than the major news outlets.

While a slot on ABC News or The New York Times is obviously desirable, a mention on your local news station can be just as valuable to a small business in their local community.

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