While many businesses aspire to be featured in publications like Forbes and New York Times, the reality is that larger media outlets are not always the best choice for every brand or campaign. So what are your options, and how can you determine which media outlets are the perfect fit for your brand?
Media Tiers
As outlined by Newswire, the four main media tiers can best help us classify which media to target.
Tier 1 comprises your top-tier large media outlets, which have both national and global reach. They often hold high influence and credibility, which attracts larger audiences and are usually named as authoritative sources
Examples: New York Times, Wall Street Journal, NPR
Tier 2 still consists of media with a significant reach; however, they’re becoming more specialized or regional, making them popular amongst particular demographics
Examples: Forbes, MSNBC, San Francisco Chronicle
Tier 3 begins to become more local, targeting more specialized publications or digital entities. Although the audience may be smaller, it will be able to target more engaged and specific audiences
Examples: Local community newspapers, industry blogs, and local television stations
Tier 4 has the smaller and niche media outlets that have a more limited reach. While you may immediately think that this is not the right fit for you, hyperlocal news outlets can help you reach your audience more directly
Example: a neighborhood newsletter, local blog, or community radio station
So you can see it’s not “one size fits all” and “bigger isn’t always better.”
National vs Local Media
Whether you choose a national or local outlet depends on your goals for outreach. Regional and national news outlets cater to distinct PR objectives. Local news tends to engage with a more active and engaged audience, as it prioritizes more community-specific issues and events. Therefore, if you’re planning a local upcoming event and want to increase attendance, consider targeting local outlets, securing placement on event calendars, and inviting reporters to try it out for themselves. This approach is likely more effective than targeting a national audience, where you may not achieve as much direct attention as you want.
With this in mind, it should be noted that national news reaches a significantly far broader audience. This can aid shaping the public’s perception of your brand or establishing thought leadership. It also can be particularly helpful in promoting a new company or new release that will be available nationally or globally.
Reach vs Impact
When choosing which media outlets to target, it’s also essential to consider the reach and impact of each publication. Big reach doesn’t always result in the most significant impact. So what does this mean?
Reach refers to the number of individuals or households that were exposed to your news story or campaign. This metric provides you with an estimate of your potential audience size and an indication of how far your message has reached. This can be measured through metrics like website visitors, social media followers, publication circulation/viewership, and the number of likes and shares.
Impact measures the effect and influence that the campaign or news story has on the audience. It helps gauge how a story may resonate with the audience and trigger a response (i.e., attendance at an event or support of a brand).
You should take a closer look at the reach and impact to help determine you are reaching your target audience. Who is it that you want to connect with?
How to Choose What Media is Best for You
Define Your Goal
What do you want your outreach to achieve? Are you looking to build brand awareness? Drive sales, local or national? Establish credibility? Or announce news? Each of these targets calls for a different approach, so it’s essential to align the media you are trying to work with with the goals of your release or announcement.
Understanding your audience
Understanding your target audience is also essential when selecting the most suitable media tier for your needs. Consider their age, location, and typical interests. These details help you determine where they get their news, which in turn can help you decide which outlets are the best to target.
Consider the relationship potential
Developing long-term relationships with reporters and outlets is valuable when promoting your brand or building rapport in a specific industry or region. Reporters find value in closely collaborating with you, especially if you consistently provide them with valuable information that resonates with their audience.
Evaluate reach and impact
Understanding these two factors helps determine what media channels and strategies will be most effective in achieving your communication goals, whether they are to build brand awareness, drive sales, or influence public opinion.
Look at the timing
Lastly, it’s essential to consider the timing of your outreach – when do you want people to become aware of this information? If your story or campaign aligns with current national or international news, you should work quickly to attain immediate visibility. However, for product coverage, especially in print publications like Glamour or Good Housekeeping, it is essential to plan well in advance, as these outlets typically develop gift guides several months in advance.
Remember: We’re Here to Help
At Maracaibo Media Group, we are here to help you determine your media goals and help you understand what is the best fit for you. Our publicists have established relationships with hundreds of reporters and outlets, perfect for any client. Let us be your perfect fit!