A key component to your marketing plan should involve public relations and the media. But what exactly does this mean?
In terms of marketing, many people tend to think of paid advertising when they think of the media. However, an often overlooked piece is something that can cost little to nothing at all. This piece is commonly referred to as “earned media.”
“Earned media” is generated by you and your company with the various ways you communicate with your target audience. This communication can be to inform or persuade:
- press releases on upcoming events, major milestones, non-profit initiatives and new hires
- blog posts
- speaking engagements
- photos posted on Facebook
- writing guest columns
- utilizing social media
It is important to note that all these examples can earn your company additional coverage that is free, through the press or simply people sharing with others. Remember to be purposeful with your marketing strategies. A simple initiative can have a lasting, positive influence on the long-term success of your company.
Keep it relevant.