The Importance of Building Quality Media Relationships

The role of the media has evolved as the internet, social media, and technology has changed. Business, of course, has evolved too. Both have learned how to leverage technology to prosper. This has also meant that relationships between businesses and the media have changed too. And while many businesses tend to ignore the media, it can be important to have a quality relationship with them. Let’s take a look at why.

Brand Awareness

The more people who know about your business products or services, the more likely it is that you’ll connect with your prospects. The media can be a catalyst to help you achieve that brand awareness. You might issue a press release that catches the attention of state or local media. That alone can drive awareness and increase your business.

However, once media attention reaches the state level, it doesn’t take much to push it globally. And because the world is a much smaller place, this type of exposure can happen overnight. If you have a solid relationship with your local media, getting this type of exposure can be much simpler. Keep in mind that journalists and media representatives also benefit when your story grows. They get more readers and recognition.

In Times of Crises

Sometimes things go wrong. You might get bad press. People may complain and the complaints can go viral. Financial struggles, staff struggles and much more. If you have good relationships with media representatives then these struggles and crises can be better and more easily managed. They can work with you to make sure that not only is your side told fairly, it’s also told quickly. Because the faster you can respond to bad press, the better. It’s much easier to turn it around when you have the media on your side.

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Where to Start

You don’t have to have relationships with the media. You can write and distribute your press releases. You can continue to market your business and work hard. You can also take a few simple steps to begin building relationships and leverage those relationships to grow your business. It is a strategy that can pay off.

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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