Unlike advertising, when we talk about publicity, we refer to the organic diffusion of a product or company over the Inter, that is, thanks to proper brand management.
In opportunity, we will be diving specifically in how to get a massive response from your target audience through media coverage, without having to pay a single penny for it.
The ultimate goal is to generate buzz in on social media (posts, comments, and reviews), the classic word-to-mouth or motivate publications of influential figures (AKA Earned Media.)
Of course, an ethical and conscious approach at the business level must be taken; otherwise, you’ll risk receiving negative attention, as it happened to Zara and the backlash of “The Holocaust Pajamas.“
But don’t worry. To avoid that, we have summarized in 3 steps the ideal publicity strategy for 2019, from which you can guide and then add to the rest of your marketing resources.
- Communication campaign
Is it possible to get media coverage while being an unknown brand?
Yes, it is. And the way to obtain it is by creating expectation and interest in the media with information worthy of being shared (perhaps a big product launch, a charity event, etc.).
Since being featured in a headline or becoming viral (good idea + distribution channels = hype) is a type of promotion that you cannot access with money, you must know how the media works.
In this case, the task will be to determine which portals you want to be featured and creating the right message to reach them.
For example: If your business is to manufacture biodegradable shopping bags, you might be interested in reaching only the eco-sensitive public. Those channels are News Media, Lifestyle magazines and Blogs.
But it doesn’t end there, because mediums won’t find your solution without help. One of the ways to facilitate the work to journalists and generate a publication is sending a press release to them via email – created in a language designed for them.
- How to create a message (Press Release)
A press release should detail the information that you consider relevant and susceptible
to publication. As a brand, you must show them your proposal is:
- Relevant: Nobody is interested in giving voice to a product or a service that doesn’t seem useful or relevant.
- Striking: Within the sea of offers that exist, be your offer stands out.
- Organic: Users are interested in getting to connect with your brand, not just being used as curves in a graphic.
On the other hand – as Forbes suggests while quoting Kant – the document should be: clear, concise and easy to understand so it can easily permeate the public.
In the case of GoodNoon, as a PR agency, we have journalists and professionals responsible for analyzing the idiosyncrasy of the portal and making the messages for the client.
Additionally, the email must be accompanied by a brief message that highlights the most timely of the press release:
- What is the company/product about.
- Why is unique.
- Why is it important as a news source
- Domino effect
If you comply with the previous recommendations, and after contacting various media, you should have begun to receive Web notoriety.
This is the opportunity you need to scale up increasingly authority publications – until you reach Forbes, The New York Times or The Huffington Post.
Something to highlight about this strategy is that, in order for your brand to maintain a status as a “hot topic” of conversation, you must launch content continuously, either to share activities such as the results of a survey, alliances with other brands and important events.
Of course, it’s not just about increasing your pace to contact media. Gradually you will reach more people, and simultaneously other portals – not just those you’ve contacted – will also talk about you.
And yet, this is only a portion of what should be a complex, continually evolving marketing campaign that allows you to create a community around your brand.
- Opinion monitoring
We are monitoring the global companies on a daily basis, and their rating continues to be investment grade. We will take immediate action if anything goes wrong. Source
As we mentioned at the beginning of the article, keep in mind that it is not a paid promotion like an advertisement, which means the opinion generated from this coverage is outside of your control.
During this phase, if mistakes have been made or the content came off as ambiguous, it can become a harmful element for your brand. So, be extra careful.
Keeping track of the progress allows you to calculate the scope and impact of the media gained, as all of it is happening in external platforms and formats.
Proper brand management can be identified by combining the effect of the means earned, as it is Owned Media and Paid Media, resulting in a positive outcome (good brand reputation).
The reason? These three pillars of the marketing strategy are connected, so implementing the correct measures in the company’s channels are translated into paid media – then, you will start producing resources to continue with your marketing objectives.
Find out what the audiences really feel about your brand
When you are developing a publicity strategy, and you are starting to gain traction in the media, knowing what your brand users say on the Internet about you is essential for any business to continue growing.
Fortunately, in 2019 there are numerous techniques available to get this information. That’s why in today’s article we will review the most popular ones.
Additionally, you’ll learn about different focal points and what diffusion channels to choose as a starting point to measure your brand’s progress.
Publicity: Types of media
If you plan to carry out a massive marketing campaign and you haven’t yet done a thorough analysis regarding the brand’s online presence, you might be surprised at what your reach has been to date.
However, for those who are not yet adept in the matter, it can be challenging to know where to get the opinion from, since the online world extends in unsuspected directions.
To make things easier for you; these are the three types of digital media you must count on:
- Owned media: The resources under the company’s control to further its online presence, like Websites, apps, blogs, social networks, etc.
- Paid media: Those you hire to promote your brand such as Google AdWords, network advertising, or influencers.
- Earned Media: External diffusion platforms.
Earning valuable resources
As we suggested in the previous point, Earned Media are those spaces arranged by third parties for free. In other words: the outcome of your hard work. It can be from a mention on Twitter, user posts or content shared on Facebook, a review on a blog or even a viral video.
Why is Earned Media so important? Because organic promotion is born from there to your target audience, determinant for online reputation.
In short, users become an extension of the brand by replicating its message, creating content, communicating and sharing information around it, all of it without you having to spend a single dollar.
Get to know the power of your Earned Media
By winning free platforms on the Internet, you can strengthen the presence of your brand and increase its visibility, bringing it closer to the target audience through their peers.
It is important to value these “third parties” since they are people with an image and credibility in their audiences, that is, their followers.
And What does Earned Media look like? you can check out the flood of positive Tweets after the premiere of “Avengers: Endgame.” Is there a better way to replicate a message? Just like your offer, it is a product that has penetrated the public through the media, generating debate and hype.
That kind of promotion has even more relevant effects than a banner, so you should take advantage of this type of credibility.
But what happens when the results are not so noticeable at the beginning?
At this point, it has become clear that accomplishing Earned Media is a valuable and complicated task, but the difficulty arises when you want to measure its impact.
In fact, according to PRWeek points out that more than 60% percent of communication professionals still consider effective engagement measurement as one of the most challenging obstacles to overcome.
Unlike Owned or Paid Media, you have no control over what happens or what’s being said. However, it is worth the effort; once you measure the impact of your Earned Media, you can plan the next move faster.
But don’t worry, GoodNoon – to offer the best to our clients – we are constantly exploring new methods to quantify a brand’s progress, as is the case with the Earned Media.
Top tools to determine your Earned Media contribution
- Web referrals.
One of the essential publicity tasks is generating brand awareness, increasing confidence while attracting the right kind of traffic.
Knowing the type of traffic that surrounds your website is crucial because it can sometimes come from specific locations in the media. That way, you can create individual messages for that audience.
In order to analyze the traffic coming from this source, it is necessary to make use of tools such as Google Analytics, as shown in the image below.
As you can see, with the platform it is possible to know how your site acquires traffic.
Also, as an entrepreneur, you are interested in obtaining this information because, after having managed to receive media coverage thanks to a publicity campaign, some media may not include a link to your site when mentioning in a publication – which is something that must be fixed.
Another case is that there is a significant amount of visitors that come to you through the search engine. Track the type of conversation people are having regarding a particular product or line and, if you notice an increase in traffic, it is possible that there is a specific tactic of publicity you should replicate or intensify.
Mentions (you can read more about it here) allow brands to amplify messages to the media through others, such as their own media or social networks.
To monitor mentions, it is also necessary to incorporate external tools; however, don’t feel limited or obligated to use platforms only Google Alerts, because it does not include radio, TV or social networks.
In that case, you better opt for a premium tool that provides information with greater precision, like Brand24 and similar. If you want to know more, Hootsuite has a list with the most popular social media monitoring tools of 2019.
- Resonance of the message.
The message resonance is a metric that reports whether your preferred key messages are being included in media coverage.
To spot them, choose one or two succinct key messages and then determine through media measurement how many articles include those key messages.
For this metric there is still no reliable software to analyze it automatically, therefore, it is recommended that it be done manually. If you don’t have the time available, it is worth hiring a professional agency or marketer.
- Share of voice.
The share of voice or SOV is a metric that compares your mentions in media with those of your competitors.
Contemplating this data is a great help to better understand what types of ads and activities gain media coverage.
To calculate it there is a wide variety of platforms like Awario or Brandwatch that can be adjusted to the line of work your company executes, to measure the mentions of your company and the competition accurately.
Some can even compute the SOV based on the circulation and reading of publications. Additionally, graphs that report your brand’s daily conversations can help your marketing team establish relationships between campaigns and consumer engagement.
- Article’s quality scores
To finish today’s article, through quality scores it is possible to create your own table of media coverage based on the events that are most important for your company.
To develop this metric, you can assign a classification system to rate the quality of each publication or article.
For example: Depending on the client and his audience, you can assign 5 points for an appearance in a medium focused on business, 4 points for an appearance in a top commercial publication, and three points for an executive appointment, etc.
This allows you to work towards a numerical goal; subsequently, you choose whether is an annual, semi-annual or quarterly; Likewise, you can assign a rating according to the quality of the promotional content, reserving the highest scores for the articles that deliver key corporate messages of the brand.