When your public relations pursuits have led to features on radio or TV, then you understand “how valuable broadcast time is and what long legs it can have,” says David H Lasker, CEO, media monkeybiz, which monitors TV, radio and the Internet for businesses and PR agencies after a broadcast.
In fact, depending on your goals and media coverage, “a feature’s ROI (return on investment) will likely always be greater than the value of an ad.”
While editorial coverage (PR) coverage is “free,” its value depends on quality of the news and media interest; you cannot control the final feature. Because you pay for advertising, you can control the content and timing. Each has its role.
A media story, however, offers editorial [third party] credibility, which means your company’s PR pro knows how to objectively approach the radio, TV or newspaper reporter with a newsworthy subject that fits the medium’s programming and audience interests. “While many people watch or listen to both news content and commercials, others tune out during ads, which could reduce their viewership,” David says.
“We all know examples of broadcast segments or articles that created awareness of a brand and grew a company’s business. Afterwards, you (or the reporter) can give it legs by following up with TV or radio clips to use in other ways to maintain ongoing interest.” This means that before approaching another journalist or producer, you do your research. The original reporter might even pursue different news hooks that include your business.
Measurement is usually discussed in numerical terms and figures, which is important for your marketing, PR and advertising goals and strategies. “But,” notes David, “the results of some efforts happen over time and the future benefits can’t be immediately measured or factored into results. Furthermore, the metrics may not include analysis of the segment/feature and its current or potential value.”
PR features such as satellite media tours (SMT) or radio media tours (RMT), for example, can offer ongoing post-feature possibilities. And, “because editorial is considered more objective, the impact is always greater than a paid ad.”
“PR pros and authors (particularly nonfiction authors solving a problem) can also use segment clips after a broadcast to illustrate the author’s comfort and expertise when being interviewed on TV or radio. Book stores and other venues also appreciate the segments for book signings,” David says.
Your PR pro can also approach different media – local, national, online – with news hooks targeted to diverse audiences. “We cover all U.S. TV markets and the majority of radio markets, and there are lots of possibilities,” David says. When contacting other media, include your clips (“as seen on…”) to reinforce continuing awareness.
Get ready to benefit from media clips and long legs!!