How Important Is Your Online Presence for Attracting Media Representatives?

Many companies make the mistake of assuming that media outreach and online content are two separate marketing efforts. While you should create strategies and execution plans for both, it’s also important to realize that there is tremendous overlap between your online presence and your ability to attract the media to your organization’s stories and brand.


Your Content Foundation

Imagine getting an intriguing and valuable message from a company. You want to learn more so you head to their website and it’s less than interesting or valuable. What decision do you make as a consumer? Chances are, you click away. That’s exactly what any media representative will do if you don’t have a solid content foundation across multiple channels. Journalists, bloggers, and other media reps are researchers. One good pitch isn’t going to be enough generally to grab media attention. You have to have good solid content to back it up.

Consistent Message and Branding

Do you have a brand story and a consistent message? Make sure that not only are you sharing valuable content across social media sites and your blog, but that you’re also communicating a consistent brand message. Who are you and what is your company about? Make sure that message is clear in all your content. This will help the media find you and connect with you. If they’re confused about your message, they’re too busy to take the time to try to figure it out.  Make it easy and clear.

Steady Flow of Fresh Content

Are you a credible expert in your industry? Do you regularly share fresh, timely, and relevant content online? If not, then it’s time to start. You have to be active and engaged online to attract media attention. It’s not enough to have a solid backlog of content. You have to be publishing on a regular basis.

Visual Content Rules

The media, and everyone else it seems, truly responds to visual content. Video, infographics, and other visual content do a great job of reaching a large audience and attracting the media. Try to integrate visual content into your editorial calendar.

Speaking of Editorial Calendar

If you don’t have one, create one. It’s a detailed look at what you’re publishing, when you’re publishing it, and your desired goals. It may also include links, keywords, and other relevant information. Share this calendar with your press and PR team. It’ll help them engage and share content with the media to not only attract attention, but also build relationships with them.

Your online presence is essential to your media outreach and PR success. Start integrating the two today. You’ll have better results and it’s a great way to get more from your content.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

Catch up on the rest of your content marketing news and strategy