When a media opportunity lands in your inbox, it’s exciting. Your work is getting noticed, and you’re getting the recognition you’ve always wanted. But every once in a while, one of those PR opportunities turns out to be a trojan horse. Maybe a blogger has reached out to you for a blog tour with lots of strings attached. Or the magazine you love wants to sell you an ad spot. Or, the request seems like it’s not a fit at all, and you’re not even sure how you ended up on their radar. Requests like these are often a source of stress…
In my last post, I told you that a media campaign isn’t the magic bullet for traffic that many people think it is.
But that doesn’t mean that media coverage isn’t good for your business.
Quite the contrary.
The biggest benefit to media coverage is how it boosts conversions and sales.
While there can be traffic benefits (especially with consumer products), to me, this effect is secondary to the sales impacts.
Let’s take a look at how you can use media coverage to drive conversions and sales.
For a company founded by a woman with a traditional PR background, B does a surprising amount of non-PR work.
It wasn’t always this way, especially in our first year offering client service.
Most people know B as a PR agency, and to most people, PR means media placements. That’s what nearly everyone who comes to us asks for.
In the early days, I thought, “Clients knows best,” and I gave them exactly what they asked for — media placements.