Not Fake News: Making the Media Your Friend

by Jennifer Marsnik

Those who are trusted to deliver news and information with integrity are important partners in your corporate public relations strategy. Earned media coverage is valuable to organizations seeking to expand brand awareness or change public perception. In professional services markets like legal and accounting, we rely on the media to share information about relevant news and events and to educate the audiences about the latest industry technology, innovations and trends.

When an objective third party covers your news, cites company leaders or specialists as sources or subject matter experts or publishes content authored by those experts, it adds a level of legitimacy to the message beyond what is typically achieved through self-promotion. The media can be a great friend, so it’s important to know how to make the most of the opportunities offered through this communication channel. Here are some tips to increase earned media coverage.


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