If you’re left wondering, ‘why does media coverage matter? — isn't a good ad more powerful?
’ it may be time to reconsider your approach.
, if you garner favourable media coverage from an impartial third party, this could be worth more to the consumer. This is because the offering isn't an ad you paid for that makes your brand look good, but rather an organic account of how great
your business truly is.
If you want to get insight into your brand’s media coverage then you need a media monitoring service in your corner!
is the online platform where you can easily access all
of your brand’s media coverage. Your media clippings are available within minutes after they have been published, posted or broadcast.
But let’s not get ahead of ourselves! You first need to understand the different types of coverage available before you can track it. This will help you know which coverage you should consider.Let’s get into it:
1. Print media
Although some would argue that print media isn't as popular as it once was, it is still a power player in the media industry. It is the longest standing form of media, after all
Whether we’re talking magazines or newspapers, print is a useful medium for exposing your brand to a broad audience for a reasonable price.
For example, if your brand gained coverage in a local newspaper, it would gain exposure to its entire subscriber base. To put that into perspective, The Daily Sun
, South Africa’s most popular newspaper
has a readership of more than 5 000 000 people.
Additionally, gaining coverage in print also carries a fair deal of credibility
. This can be attributed to the medium being established in its own right.
So if you’re looking to gain exposure as a more reliable and trustworthy brand, for a fraction of the price, your brand should aim to accumulate print coverage.
2. Broadcast media
Broadcast media refers to all things television
— both of which can benefit your brand in different ways.
Let’s start with television. For many, TV is their primary source of entertainment, meaning that it is an influential medium for brands looking to gain some exposure.
An example of brand coverage on television is if your brand is featured in a segment on the local news.
Gaining coverage on TV can be beneficial to a brand because it arouses excitement in viewers as it merges visual and audio into one medium. Additionally, since it's so engaging, you can monopolise the viewers’ attention.
Radio, however, is a whole different ball game. Recently, audio has been having its moment in the spotlight
The medium experienced a bump in listenership during periods of quarantine when listeners yearned for connection and a sense of community during trying times.
Similar to TV, an example of radio coverage would be if your brand was spoken about during a live broadcast.
You should strive to gain some air time because it is relatively cheap and exposes your brand to a wide audience, both in rural and
Additionally, radio is a relatable medium. As listeners form a bond with the hosts of their favourite shows through storytelling, they likely trust them and any recommendations or reviews they make will be credible.
3. Online media
The Internet is the medium with the widest reach and living in the digital age, most brands strive to be the talk of the (virtual) town.
Common forms of online media coverage include blogs
The digital space is vast
and for this reason online media ties into all
other forms of media in one way or another. How so?
Think about how many publications are online-only or, for example, if your brand was mentioned on a radio show, that show is likely also recorded and posted online.
This shareability and
flexibility is a major
benefit of online coverage. If you feel like your brand needs a reputation boost, you could easily share some positive coverage on your brand’s website or social media pages.
Additionally, this convergence between the Internet and traditional forms of media means that any
exposure your brand receives online can be found easily through a Google search.
All in all, the benefits of online coverage are plentiful. It's accessible for anyone with a device and an Internet connection to see, it allows for engagement with your audience and it gives users access to a great deal of information almost immediately.
*Image courtesy of Unsplash