Trustworthy content is still at the core of effectively
reaching influential target audiences. Content from
publicity (getting a story about you or your
services published in print or produced in video or audio) has multiple, steady
benefits in the age of Facebook and Twitter.
Here are 11 of them:
- Repeated publicity, no matter what platform,
reaffirms all targeted publics that your organization is a “go to” expert in
your field.
- It keeps your name “top of mind” among audiences who are making
decisions at that moment. Publicity can be the tipping point in using
your services.
- Repetition builds reputations. A continual string of stories about your
practice or institution is powerful in image building.
- Publicity establishes and strengthens your
unique “brand” among targeted groups – it can define you and your strengths vs.
your competition.
- Publicity instills pride in your staff. It is third party public recognition of your
professionalism.
- It
improves recruitment – young professionals who are looking for a job want to
work for the best, and the best-known.
- Publicity can be used to produce marketing communications
material for proposals,
direct marketing, advertising and presentations.
- All print and electronic publicity can be
repurposed for use in social media – on blog posts, on Facebook pages, on
Twitter and Linked-in.
- Credibility. Stories on TV, on radio or in magazines
and newspapers have third party credibility.
The content has been vetted and written by professional journalists.
- Publicity can trigger direct inquiries about
your services.
- Publicity can help you change your image and
open doors to new markets.
