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    what is media coverage?

    Four reasons to use media coverage to grow your business. Strategic branding tips for e-⁠residents by e-⁠Residency Marketplace member

    Media coverage in newspapers
    Media coverage is great for business, if you can get it!

    This guest post about media coverage was written by Natalia Storozhuk of PRNEWS.IO, an international sponsored content online store and trusted member of the e-⁠Residency Marketplace.

    E-residents often ask how to increase their network, clients, and brand awareness. This article is designed to give you some strategies to increase media coverage of your business, which will help with all of these things. If you're new to e-Residency, read more about the benefits and learn how to apply here first.

    What is media coverage?

    Media coverage is about publicity. How often is your business name or trademark mentioned in media outlets? Every time it appears, your brand gets coverage. So no, it’s not about generating sales per se, but it can help raise brand awareness.

    Being featured in media publications or newspaper columns or by bloggers, influencers, or customers helps to create an image for your company. The right message, covered with the right knowledge, creates a positive image.

    Positive public opinion comes as a result. Getting to this point is hard work, and that’s a fact. But once you know how to do it successfully, you can expect to see a spike in brand awareness, credibility, and ultimately sales. 

    On the flip side, bad press can ruin the image of your company. So, anytime you can avoid bad press, please do. 

    Of course, big news does not happen every day. However, there is always something special to share with your followers. Be it written or video content, it deserves to be amplified.

    How does media coverage help reach your business goals?

    Well, it is not enough to simply publish a story and hope for the best. Instead, you need to ensure the story is one which  will reach as many relevant people as possible, and be so good it engages readers into taking action beyond simply reading the headline. And here comes the trick. Broader PR coverage does not necessarily bring results on its own. A more targeted PR story with an engaged public is more likely to lead to interest and sales. 

    By way of example, a television audience might be much larger than your potential audience reach on a niche media platform. But, what is the chance that your TV audience will follow a direct link to your site, if they hear it during the TV segment or see it on screen? Fat chance. People are more likely to switch attention or tasks when presented with a link directly on the same media platform. So, in this case, people reading an article about your brand on a blog or niche media outlet will be much more receptive to click through to your online content and read your message.  

    So with all of this in mind, let’s consider four reasons why good PR and media coverage is important for your business. 

    Four reasons media coverage makes sense for your business

    1. PR Builds Credibility 

    Although people tend to trust what they read in the media, they do not always take everything at face value. They have an upper hand in the market these days. Moreover, they are increasingly savvier and do a quick search on a brand before making a decision. These days there are countless websites with reviews, testimonials and horror stories, which just might sway someone to buy a product or not.

    Having your brand featured on a robust storefront with a rich source of information will help sway them the right way. The result is that you stand out in a positive light. From that moment on, your business will more likely be perceived as trustworthy and approachable.

    Say a journalist writes an article about you or your brand. The good news is that it is more authoritative than an advertisement you have paid for. However, it’s not all that easy to make happen. Read our previous blog post on tips to do so.

    2. PR Shows Authenticity

    The internet is a highly saturated place. And in a digital space with such an active fan base craving “raw” stories, stealing the show is tough. The only way to engage with your audience is through content. 

    The fan base that finds your brand will grow, ultimately leading to more sales. To some extent… 

    Content is not the only king anymore. Now there is a new sheriff in the town - online communities. They have everything you might ask for in a target audience – devotion, high engagement, and activity.

    Whatever your marketing strategy is, for it to work in a community setting, it should always be genuine and authentic.

    Authenticity will be key going into 2023 since customers no longer necessarily want to feel awed by something other than experience. What they want is to feel genuine and human.

    At the end of the day, we are all humans. And what could be more authentic than shining the spotlight on your customers?

    3. You Become a Go-to Authority

    Say your brand creates an entirely new product or service. Think of this as a new niche to dominate. You could seek out markets that fit your product until your budget runs out. Or, you might test several products until you find something that takes off.

    To create awareness and credibility, post an article or review on relevant topics or issues to your product or service. Things will go better if you are the only person who talks about this category.  One day, it will make you bigger than your product. 

    Alongside this, share ideas and content with other thought leaders in your space. Aim to be one person the media turns to when they need a quote or interview on your topic.Include an ‘as featured in’ section on your webpage. That will add further credibility and weight to your brand. 

    Participate in industry surveys. This way, you will contribute new, proprietary information to your industry.

    4. PR Encourages Engagement

    Business marketing is all about buzz. And those who have a strong social presence and branding are more likely to generate leads. Sometimes a seemingly simple post promoting a new product can lead to interaction. Be it several likes, comments, and shares; it creates buzz. Add word-of-mouth from people in your trusted network, and expect to see a leap in engagement.

    When you do it continuously, you generate leads. And once you do it, nurture them. Most customers use Facebook as the best platform for generating leads.  B2B businesses opt for LinkedIn since it is much more effective in that case. Gen Z use Instagram or Tik Tok to discover new products and services. You don’t have to do everything. First, try to get a better idea about your followers’ preferences.

    Get media coverage exposure with zero to low investment

    Third-party PR services help establish credibility for a business. How do investors know they can believe in you? Give them a reason. Successful media coverage will give them that.

    The sad part is that your next story won’t influence world trade, sorry. The good news is this is nothing to worry about. 

    The truth is that even the smallest piece of content helps. There is something for every topic. Be it print, radio, orTV media coverage and attention, your brand content and stories can create awareness, enthusiasm, and public support.

    When you publish a story on your channels, it is always perceived as self-promotional. However, when it is done by a third party, it carries greater trustworthiness.

    Put out PR coverage on the news wire with on your terms, and see a difference. Forget about distance and communication woes in reaching partners and customers overseas. With a few clicks, your PR message will be distributed instantly to multiple contacts.

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