While B2B print publications may be shrinking in size or disappearing completely, many still have an online audience and a subscriber list to which they send daily or weekly content round-ups.
So there is still value in traditional earned media: Getting yourself or clients quoted in an article or news piece or having an opinion/comment piece published.
Earned media is third-party endorsement and an opportunity to reach a different/bigger audience than your ‘owned’ channels might reach. (It’s also content that can be repurposed for your owned channels.)
There can be a reluctance to engage with the press, which is understandable.
But thinking about B2B publications in particular, their readers are often the same people journalists interview to get stories and comments. There’s a relationship there and potential mutual benefit.
Back in my journalism days, we’d occasionally get complaints that some people seemed to get a lot of coverage/exposure in the magazine.
If a deadline is pressing, a journalist will pick up their contact book, which includes the go-to people for quick and reliable information on specific sectors and topics.
This might be direct contacts or PRs who can quickly source the right person.
Continue reading “How to become a go-to person for B2B media interviews”