Case Study: Trinity Lightweight
Building business-to-business and public brand cognizance to influence engineers and construction management pros.
“Today’s fragmented and expanding media offers far more publicity opportunities than marketer challenges- depending upon a clear vision and sound approach to expert media relations.”
People now attain their news and information in countless formats and across myriad channels. This fragmentation derives from near-limitless channels of reported and shared information. Thus, audiences now gather granular pieces of information across electronic devices, via digital channels and, yes, even much still stemming from print. For marketers, this offers more opportunity than challenge- depending upon a clear vision and sound approach to expert media relations.
With innumerable paid, owned and earned media options, the union of all three resonates with most marketing leaders. Yet, as advertising across an ever-growing spectrum of paid outlets becomes cost prohibitive, and self-managing owned channels converts to automation with less brand persona, earned media (or publicity) is more important than ever. This equates to the need for strategic media relations.
Because the media has become proliferated among reader and viewer formats - leading people to read, view and consume ten times the media content compared to only ten years ago - media relations is one of the most effectual means to gaining third-party endorsement and positive reviews of an editorial nature.
Building business-to-business and public brand cognizance to influence engineers and construction management pros.