When a mid-tier media outlet might be better than a top-tier placement

Congratulations. So does everyone else. Which is why it’s really, really hard to secure top-level press. Barriers include, but are not limited to:

You can fight against everyone else for top-tier media exposure. Or you can seek out mid-tier media outlets like trade publications or geographically regional outlets which are:

Here’s how to win big by going small in the press.

First, get any press you can

Building a credible media presence starts off small, like a snowball you can hold in your hand. And as you add more snow, it starts to build up size and speed.

The same is true for earned media. Getting those initial placements, especially on small podcasts or news outlets, . But they will be easier to secure, lower-risk and will help you:

The phrase “go big, or go home” is inappropriate when seeking media placements. Your team needs to balance what we call “gettability” (yes, I made it up) and reachability (that may actually be a word). In other words, aim for outlets that likely want your content which also have reach into, and trust with, your target audiences.

Second, fine-tune your messaging

There are two levels of media messaging. The first is what everyone thinks of — what you want to say to your target audiences who are reached by specific outlets.