They go on to explain that advertisers have a higher degree of influence over publishers that focus on a single industry, and that larger companies receive more coverage than small companies, while innovative firms receive more exposure than mundane firms.
While MPR folks already understand the unspoken editorial quid pro quo that can occur between a medium and its advertisers, there are a few other MPR strategies that can be inferred from the work of Rinallo and Basuroy.
1. As coverage begets coverage, show off the media mentions that you get on a timely basis, and put it somewhere that the media, especially those that you advertise with, can see it. An “In the News” blog that feeds out to your media contacts is a great addition to a webpage of similar purpose.
2. When pitching a story, think about starting with trade journals or other media that have a narrow focus on the topic at hand. This coverage can then be leveraged into coverage by the broader media.
3. If you can’t be big, be creative. Even if your product or service is not particularly exciting, look to the intangible stuff and the areas where your products and services create true value for your customers. It is in those spaces you will discover the novel and innovative things that your firm is doing. Let the media know-especially those with which you advertise.
This is an installment of the MPR Distillery where we find the latest ideas and research on marketing public relations and social media and boil it down to where it can be easily implemented in a business or taught in a classroom.