Assessing Pay-to-Play Media Opportunities
We often vet inbound media opportunities for clients. Increasingly, we see pieces that go something like this:
Dear Potential Partner,
We think your company is great and would be a perfect fit for our audience. We reach more than 1 million people daily and have created a special opportunity just for you.
Sincerely,
A junior associate in business development, sales, and/or marketing
While such offers are initially exciting (they’re intended to stroke the ego), more often than not the intent is simply to sell advertising. In fact, much of today’s media environment has become pay-to-play. Are these opportunities worth it? Oftentimes, no. But with so many media outlets prioritizing advertising revenue and sponsored content, it can feel impossible for brands to stand out in the crowd.
Here are a few strategies that can help companies navigate this “new normal” and still earn positive media coverage:
Focus on relationships: Building relationships with journalists and media outlets can be a powerful way to earn media coverage. Instead of sending a press release or pitch to a random email address, take the time to research the journalists and media outlets that cover your industry and reach out to them directly. Building these relationships takes time, but it can pay off in the long run.
Provide value: When reaching out to journalists or media outlets, focus on providing value rather than asking for coverage. Share data, insights, or other information that is relevant to their audience and may be of interest to them. By providing value upfront, you can establish your company as a source of expertise and increase the chances that you'll be contacted for future stories.
Leverage social media: Social media platforms can be a powerful way to generate buzz and earn media coverage. By sharing relevant content, engaging with journalists and media outlets, and building a following, you can increase the visibility of your brand and attract the attention of journalists who may be interested in covering your story.
Use paid opportunities strategically: While pay-to-play media opportunities can be expensive, they can still be a worthwhile investment if used strategically. Look for opportunities to sponsor content or advertise in publications that are highly relevant to your target audience. By using these opportunities strategically, you can reach a wider audience and generate more interest in your brand. If you go this route, take the time to craft a compelling piece that is authentic and timely. Well-designed paid content can be just as effective as organic coverage if done correctly.
Overall, in today's pay-to-play media environment, it's important to be strategic and focused when trying to earn media coverage. By building relationships, providing value, leveraging social media, and using paid opportunities strategically, companies can still generate buzz and earn positive media coverage, even in a landscape that is increasingly dominated by paid content.