10 ways to optimize your media exposure & PR ROI
Consistency of message, as well as the effort you put into it over time, is key.
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In the world of business, having the know-how to creatively optimize and take full advantage of resources can be the dividing factor between a company that is extremely successful and one that’s struggling to make it--or as Tony Robbins eloquently says, “It’s not the lack of resources, it’s your lack of resourcefulness that stops you.” Integrating communications and public relations strategies--whether traditional, social, trade or personal branding PR--is no different.
When it comes to gaining the most return on your investment in this area of business and brand development, producing strategic, creative messaging and stories (the kind that inspire your customers), as well as generating feeling-inducing visuals, is key. Combine this with solid PR execution and top-notch media relationships, and you’ll begin gaining media exposure--a must for almost any business out there.
In addition to being a less expensive way to organically engage people than paid advertising, it’s also shown to be significantly more successful. Nielsen’s research on global trust in advertising and brand messages shows that 92 percent of people trust earned media, such as articles in newspapers and magazines. It also prompts the highest level of word-of-mouth action (between 70 and 84 percent). And with 84 percent of consumers around the world saying they trust word-of-mouth from friends and family above all other sources of advertising, it’s hard to argue the potential of earned media placements.
While the process of landing a media hit is easier said than done (and almost always takes more time than you might expect), seeing your company and/or product highlighted in an influential media channel or article is a very exciting and rewarding moment. It’s also where most companies end their efforts, lean back, and passively wait for the sales to role in. I am sorry to say, however, this is not how it works.
Consistency of message, as well as the efforts you put into it over time, is key, and the following tips and tactics can help you achieve full-circle success. Keep in mind that every business is different, and what works for others might not be the best course of action for you, so take what applies to you, make it your own and leave the rest.
Post media coverage on your social media channels
Social media platforms are a great way to create engagement, brand value and interest, and to drive word-of-mouth.
Facebook: Ensure your media content is delivered with engaging consumer messages and images that tie back to your brand, and always “tag” the media source’s Facebook page. This not only helps to build your relationship with that particular outlet/reporter (we are going for long-term, win-win relationships here!) but also increases your chances of winning over some of their followers.
Twitter: Like Facebook, it’s important to tag the journalist, blogger, editor and/or outlet who wrote the piece. This is a fabulous way to say thank you and give them some love, as well as help secure a potential shout out, which will help you reach more of their readers and social following.
Instagram: Always ensure media coverage content is shared with an engaging visual. And if the media coverage is from a particularly notable media source, don’t be afraid to show off the endorsement of your company by inserting the outlet’s logo. For example, our team recently secured coverage for our client, Munk Pack, on Oprah.com – O, The Oprah Magazine