HeadStart’s Post

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There's a reason why EARNED media is so sought after - it's not a guarantee, it's not something you can buy, and the goal is not to have the reporter work as your advertiser. Any opportunity to reach that many people comes with it a certain level of responsibility, and for the reporter, that responsibility is to provide their readers or viewers with something of value. Here's the unvarnished truth: what your product does or who will benefit most from your services does not fall into that category. There are plenty of great marketing tools that can be used to share that information, such as organic social posts, paid ads, and any number of paid placements. Think of an interview with a journalist as a mutually beneficial relationship: you give them something of value, they help increase your visibility in the public sphere. So the next time you have an opportunity to interview for your local news or a podcast, ditch the talking points on product features and instead offer up a genuine insight on the industry or background on a challenge that is being addressed by a new approach. PR has immense opportunity for value, but to make any campaign count, it's important to first recognize that value is in the eye of the reporter.

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