A news story, seen by hundreds of thousands of viewers, talks about an upcoming community cycling event. They cut to the owner of a bicycle shop, who gives input about the event. They cut back to the studio to wrap up the story. What just happened there for that shop owner?
It’s called positioning. Thanks to that related media coverage, even though he wasn’t directly promoting his own business, that news story with his “expert advice” on related coverage will be on the news outlet’s website. Everyone searching for info about that upcoming bicycle race will see the media coverage and him. Many of them will go to his shop for any gear they need. His online reputation will directly benefit from the media coverage.
Even if you do not sell bicycles, you too can reap the rewards of such positioning. Here’s how it works.
ORM and Media Coverage
Online reputation management (ORM) includes everything customers will see about you as they search for your products, field, company name, or executives. They will see review sites, social media posts (yours and others), and media stories. That digital reputation can make sales, or cost you sales. When customers see negative posts or reviews, they often just move on. That does not mean that negative reviews will kill your business, but left untouched, they certainly can.
Managing your online reputation includes being aware of your positioning and what gets said about your products, company, and employees, but also managing that online reputation so that your brand is well thought of and thus sought after. Media coverage can carry more weight for customers than other info sources, like social media posts or your own website. Media coverage can be perceived as an official endorsement from a third-party of what you have to offer, thereby giving your reputation a boost. What is more, trending stories or breaking news can jump to the top of internet searches, giving your services or products a boost every time-related topics get internet attention.
Not All Coverage is Created Equal
There are many ways to ensure that you get media coverage. Here are a few of the key methods:
- Press releases—Your own company can release data for media. Promoting activities, brand-appropriate charity work, or breakthroughs can all get picked up by media. Press releases are a great start, but most customers will know that it was internally-generated, so not necessarily as valuable as other media coverage.
- Getting mentioned—Like the bicycle shop example already given, or like the positioning advertising that’s been going on for years in television (characters eat pizza, they show the box, it is the pizza company that paid to be in that shot), getting mentioned in media does well to position your brand. Of course, that’s only so long as it is a positive mention.
- Getting interviewed—Positioning your executives as thought-leaders or experts in their fields, so they get interviewed on related news stories, is one of the best forms of media coverage. Potential customers will also seek your expertise.
Media coverage such as this will not only be available for potential customers, but also investors, companies that may wish to do business with you, or potential employees. Your online reputation impacts all of these things.
Getting Professional About Management
There are many, many other ways to get media coverage and tie-in for your business. But you do not have to become a media expert to navigate how to use ORM and digital and media resources to create the brand image and position you desire. That’s where you call on experts with powerful media solutions for managing online reputation.