Sometimes clients and publicists focus so much on getting any coverage they can, they miss the point of why it’s important and what to do with it once it has been secured. After all, the value of most PR professionals, unfortunately, is almost always measured by whether or not she gets the right media “hits” for a client. So often, the first order of business in setting up any PR plan is to draft a wish list of potential media placements that the client is dying to get. After that, it’s a matter of scouring contacts to make the connections, creating a fully functional media list, writing a press release, sending it out and then doing the requisite pitch and follow-up calls.
But before you and your publicist go that traditional route, consider this: getting a media hit is the TOOL, not the GOAL.
Let me explain. Media hits have short shelf lives. For instance, if you get a hit in your local daily newspaper, that’s great. But your target audience only sees that once in the paper, and possibly online for a day or two until newer content replaces it. After that, it’s archived and, essentially, forgotten. The good news is that the coverage or the press release leading up to that coverage does increase your SEO. For radio or television interviews, you get on the air for a few minutes, then it’s done. Sometimes, the link to your story is posted online. Sometimes not. The upshot is that you're building your audience, and you've been legitimized by a third party source.
Here are IMAGINED advantages to getting media coverage:
Here are REAL advantages to pursuing media coverage: