Marketing

First off, let’s start with a brief background. Mainstream news organizations are no longer the gate-keepers of news and information they once were. Consumers interact directly with companies online forming communities and offering both praise and gripes. The popularity of social networking websites, online video, photo sharing sites and blogs now allow people to produce and post news and videos themselves.

News outlets have appeared or taken on many forms to keep relevant. Some were born as internet newspapers and blogs like The Huffington Post , Newsweek merged with The Daily Beast website to stay viable, while others are reinventing themselves and growing their digital capabilities such as Forbes. General interest magazines have created vibrant websites to complement their print editions and this summer, New York magazine is expanding its fashion-focused blog The Cut.

Many large and small news outlets are becoming digital-only platforms ending their print editions entirely such as SmartMoney Magazine and the New York State Hudson Valley Business Journal. One major TV network, FOX Broadcasting Company, has recently launched a new digital lifestyle magazine.

However, even with these transformations, I believe that the practice of media relations which includes designing newsworthy programs and events to pique journalists’ interest in an organization’s products, services, issues or ideas, remains relevant. The skills required to work with professional journalists to help meet their needs are still necessary even as the media outlets and formats change.

What is a placement?

A placement, as used within the context of media relations, is another term for a story or mention about a client arranged by a public relations practitioner but written or produced by professional journalists at print, broadcast or digital media outlets. Unlike an ad, the client does not pay for the space or the airtime given to featuring their product/service/event/issue nor does the client or the PR professional control the final outcome. Two important aspects of a PR practitioner’s job are to understand which journalists and outlets are the right fit for his or her client’s story and then knowing how to craft a pitch accordingly.

Below are 5 ways that placements can help promote brands and services:

1. Provide credibility. When a brand, service or event is featured within the confines of news outlets inherently trusted by an individual, this is commonly known as third-party editorial endorsement.
2. Create awareness, understanding and word-of-mouth among consumers both online and offline.
3. Support and complement other communications campaigns such as advertising, marketing, promotional or social media programs.
4. Increase SEO for an organization’s website, products and services. Stories that appear in media outlets will also appear in Internet search engines as part of an organic search. This helps provide inbound links to a company’s website.
5. Provide interesting content. News and feature stories can be linked to on social networking websites such as Facebook, Twitter, LinkedIn, YouTube and others to showcase news about a company. They in turn may be re-tweeted, emailed, viewed and “Liked” by many other friends and followers.

A future post will discuss tips for obtaining effective media placement results. Please stay tuned.

{Image by Yunus Arakon, iStockphoto}