Why This Matters
Press and media coverage provides third-party validation that no amount of advertising can buy. Editorial mentions build credibility, reach new audiences through trusted sources, improve SEO through high-authority backlinks, and create content assets that can be leveraged across marketing channels. Media coverage also impresses investors, partners, and potential employees.
Common Strategies
PR strategies include: building media lists of relevant journalists and publications, crafting compelling story angles tied to industry trends or news, issuing press releases for major announcements, offering executive spokespeople for interviews and commentary, creating data-driven reports that journalists can cite, pitching contributed articles and op-eds, and building relationships with key reporters through regular, non-pitch interactions.
Key Metrics
Media mentions, ad value equivalency (AVE), share of voice in media, sentiment of coverage, backlinks from coverage, reach of coverage, and lead/website traffic from PR campaigns.
Tools & Technologies
PR platforms (Cision, Muck Rack, Meltwater), press release distribution (PR Newswire, Business Wire), media monitoring tools (Brandwatch, Mention), and HARO.