How to Achieve Credibility With the Media

Credibility is important to any professional. Credibility helps people trust you. It makes them want to do business with you as well. And it helps convince potential partners, associates and peers to work with you. Let’s face it, credibility helps you attract customers too, because we buy from people and companies that we believe to be trustworthy experts. When it comes to building relationships with the media, credibility matters. It makes them want to work with you and cover your news stories. So how do you achieve credibility with the media? In much the same way you achieve any type of credibility.

1. Become a Valuable Resource

The media, and we’re talking about all media channels, has a job to do. This job is to create stories for their readers and to share news. This requires research; lots of research. You can make their research job easier by becoming a valuable source of information. There are websites that support this relationship.

2. Be Credible

As you publish content for your business and marketing strategy, include facts, figures, research, and information. Cite your information and give credit to the source. This helps you establish credibility and transparency. It positions you as a trustworthy source of information. Case studies, fact sheets, white papers and other informative content can also strengthen your credibility in your industry. Publish, create and share an abundance of content.

3. Align With Key Influencers and Partners

You can gain some credibility simply by being aligned with the right people. Start identifying and connecting companies and people to align yourself with. These may be notable people in relevant and complimentary industries. For example, if you sell organizational supplies you might align yourself with an organization expert. If you sell consulting services you might align yourself with a top-level consulting brand or product.

You can check our for an easy way to find influencers in your industry.

Some credibility is transferable or contagious, and choosing the right partners makes a significant difference. However, it’s not a stand-alone tactic. You too have to make efforts to establish yourself as acknowledgeable resource and provider of accurate and relevant information. Finally, share that information. Publish on your blog, via email and social media. Create and share information that matters not only to your audience, but also to media representatives.

Achieving credibility with the media isn’t an overnight process. It takes a plan, goals, and a bit of time. Create your media relations strategy today and make sure that credibility is part of the plan.


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.

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