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Tag: Media Companies

  • How Morning Brew’s CEO Succeeds in a Noisy Media Landscape | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In my conversation with Robert Dippell, CEO of Morning Brew, I wasn’t looking for a polished pitch or a viral soundbite — I was looking to understand how someone leads a media company in 2025 without getting swallowed by noise, distraction and industry cliché. What I got was a grounded perspective from someone who seems far more interested in building responsibly than chasing attention.

    Morning Brew’s rise is well-documented — what started as a college project and a newsletter has turned into podcasts, daily shows, video series and events. Dippell, formerly their COO and CRO, took over as CEO in early 2025. He didn’t pretend that leading a media company today is easy. Ad models are unstable, audiences are fragmented, and the pressure to grow is constant. But he wasn’t cynical either. The core idea seemed to be that if you’re honest about who you are as a company — and you empower your team — you can still produce valuable content without selling out or burning out.

    Related: Lessons from Macmillan’s CEO on Leading Through Change Without Losing Your Why

    We talked a lot about media fatigue, from clickbait overload to algorithm-choked social feeds, and how younger professionals are demanding more from their content and the companies that produce it. Not necessarily more volume, but more clarity and personality. Morning Brew, according to Dippell, is trying to meet that moment with a voice that feels like a smart coworker, not a corporate PR blast.

    Dippell didn’t carry himself like someone trying to reinvent the wheel, and that came through in how he talked about his role: not to overhaul, not to hype, but to stay focused on what works and guide a team that already understands its audience well. One theme that stuck out: You can’t just chase scale. Dippell described the trap of media businesses growing for the sake of growing, without clear monetization or audience loyalty. Instead, he’s focused on sustainable business models that prioritize direct relationships over anonymous traffic. It’s less glamorous, but more durable.

    Related: What Quiet Leadership Looks Like in a Loud World — and How It Took This Company to $3B in Revenue

    Dippell didn’t try to make himself the center of the story. There was no ego in how he described his team or Morning Brew’s strategy. That restraint, in a media landscape full of founders-as-personalities, was refreshing. If you’re leading any kind of business in 2025, there’s something to take away from that mindset. In an era of constant noise and hype, maybe clarity, consistency and humility go further than we think.

    In my conversation with Robert Dippell, CEO of Morning Brew, I wasn’t looking for a polished pitch or a viral soundbite — I was looking to understand how someone leads a media company in 2025 without getting swallowed by noise, distraction and industry cliché. What I got was a grounded perspective from someone who seems far more interested in building responsibly than chasing attention.

    Morning Brew’s rise is well-documented — what started as a college project and a newsletter has turned into podcasts, daily shows, video series and events. Dippell, formerly their COO and CRO, took over as CEO in early 2025. He didn’t pretend that leading a media company today is easy. Ad models are unstable, audiences are fragmented, and the pressure to grow is constant. But he wasn’t cynical either. The core idea seemed to be that if you’re honest about who you are as a company — and you empower your team — you can still produce valuable content without selling out or burning out.

    Related: Lessons from Macmillan’s CEO on Leading Through Change Without Losing Your Why

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    William Salvi

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  • 4 Reasons Your PR Campaign Isn’t Driving Sales — and How to Fix Them | Entrepreneur

    4 Reasons Your PR Campaign Isn’t Driving Sales — and How to Fix Them | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Many entrepreneurs who have tried PR and then stopped say something similar: “I paid a lot for PR, but it didn’t lead to sales.”

    It’s certainly a frustrating situation to be in. Brand awareness is great, but it doesn’t mean anything if it doesn’t help you reach your goals. Your PR efforts need to be closely aligned with your overall marketing strategy. However, only one in five PR professionals is involved in developing a company’s overall marketing strategy, per Meltwater. This leads to missed opportunities for connecting media coverage to your KPIs.

    Here’s the good news: Fixing this is usually a matter of fine-tuning certain parts of your PR campaign so you can convert brand awareness into meaningful sales.

    Below are four reasons why your campaign may not drive sales — and how to adjust your efforts to start making more from media coverage.

    Related: 5 Media Strategies Every Entrepreneur Needs to Know

    1. There’s no defined customer journey

    Your company just got featured in a digital publication with 15 million monthly visitors. Congrats! But, now what?

    Your PR strategy should detail how a potential customer who just discovered you via the media moves from brand awareness to conversion. Keep in mind that most customers don’t go directly from one to the other — even in the most simplified marketing funnel, they first must move through the interest/consideration phase.

    Work closely with your PR and marketing teams to determine how you will nurture new audiences in the consideration phase until they’re ready to convert.

    That may involve these tactics on the website page your media coverage leads to:

    • A newsletter sign-up box (offering high-value content)
    • An offer for a free trial
    • A downloadable white paper
    • A 1-1 consultation

    This is especially important if your media coverage sends audiences to non-eCommerce pages. For example, if one of your spokespeople is featured as an expert and the article leads to their bio page, there should be a clear “next step” for customers (like those outlined above) to move them closer to a purchasing decision.

    Related: 5 Ways Companies Can Create Content That’s Actually Helpful

    2. The landing page from the press has a bad UX

    If the press directs new visitors to your website, but the links are broken, images are sized poorly, it’s not optimized for mobile, or it’s difficult to navigate, they’ll quickly bounce off the page.

    The website pages you provide to the press should be among the most inviting, intentional ones you create since they play a key role in moving potential customers through the funnel. Better UX can increase conversions by up to 400 percent, per research from Forrester.

    Whenever you’re mentioned in the press, put your company’s best foot forward to make an unforgettable first impression.

    Related: 5 Things Journalists Wish You Knew About Getting Press Coverage for Your Company

    3. You’re targeting the wrong publications

    While getting coverage in a giant publication feels amazing, it may not lead to the most sales. Some of the most lucrative placements we’ve seen for clients have been in regional outlets where their community comes together to support local businesses.

    As an example of that, one of our firm’s clients has been featured in several national publications that are fantastic for credibility and visibility, but a local broadcast segment contributed to a 224 percent increase in their online sales in just one month (not to mention a spike in brick-and-mortar sales).

    Even for nationwide or global companies, a niche publication can reach more high-intent audiences. If you’re a nutrition app company, landing on Good Morning America is great for exposure, but you may actually reach more customers who are ready to convert with coverage in a small outlet focused on healthy eating or weight loss.

    4. Your social media channels don’t reflect the customer journey

    As mentioned before, potential customers typically aren’t ready to buy when they hear about your company. However, they often engage with companies on social media after their first exposure to them in the media.

    For instance, if someone reads about you in an online article, they may follow you on Instagram as a next step to learn more about your company. Make sure your social media channels are nurturing new audiences through every stage of the marketing funnel.

    Social media strategy should be a key part of your 360-degree marketing efforts and reflect your media coverage for cohesiveness. Repurpose your broadcast appearances for TikTok or Instagram Reels and showcase quotes from your interviews in static posts. Then, just as you would for your landing pages, make sure there’s a clear next step in the customer journey.

    In fact, social media can be one way to shorten the customer journey from brand awareness to conversion. It has traditionally been thought of as a top-of-funnel brand awareness tool, but 93 percent of executives say that companies are increasingly moving eCommerce to social media, per a Sprout Social report.

    Throughout all of these efforts, think about what steps will lead your customers from brand awareness to conversion — and be there to offer them high-value content every step of the way. Also, make sure your PR team is actively part of overall marketing decisions. When you do so, you’ll see more impactful results from your investment in PR.

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    Kelsey Kloss

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  • 3 Ways to Attract Media Coverage | Entrepreneur

    3 Ways to Attract Media Coverage | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    You’re press-worthy. How do you feel when you read that? If your initial reaction is to shrink back and question it, you’re certainly not alone.

    Many companies (especially small to midsize companies) question if their story is really worth media coverage — and this is the biggest thing holding them back from that coverage.

    Because they don’t truly feel worthy of press, they don’t reach out to the media, or they give up after a few pitches go unanswered. Or, they try PR for a few months off and on but never commit to it fully enough to develop an effective long-term strategy for their company’s visibility. They act as though a journalist would be doing them a favor by featuring them rather than realizing the value they can offer by contributing to that journalist’s content.

    The truth is, these companies are — and you are — worthy of incredible, widespread press. And once you truly embrace that, how you show up for the media will dramatically change.

    Thousands of experts are interviewed every single day, not because they have a magic secret for getting press but because they do two simple things: showcase their expertise and tell an unforgettable story.

    Speak to a journalist, and you’ll realize they’re not looking for someone with thousands of social media followers or award-winning books. They just want someone to share serviceable expert tips or tell a good story because those two things are of the highest value to their readers.

    Here’s the good news: Expertise and a good story are two things practically every business owner has.

    How to pinpoint your expertise and story

    You are an industry insider for your niche — and your knowledge is extremely valuable to journalists and their audiences.

    Think about the questions customers ask you most often: How do you answer them, and what knowledge do you share? What unique perspective do you have? What industry trends have you noticed, either anecdotally or through your collected data? This becomes your high-value expertise. Through the media, readers and viewers can learn directly from an insider pro (that’s you!).

    Your expertise provides an immense amount of value for them and credibility for your brand. It also makes that audience more likely to turn to you when they have a usage occasion for your product or service.

    There’s also a special story about how you got to where you are now. You may not know what it is yet, but you don’t have to write it from scratch. You simply have to uncover it.

    Start by telling your story frequently to your customers, friends and family. Pay attention to what makes their eyes glisten, and their ears perk up. Usually, these are elements of your journey you haven’t thought much about — but that stands out to others. This is what you should lean into when sharing your background with the media.

    Because journalists are looking to educate and tell a good story, they’re grateful when they find sources who can help them do that.

    Related: 5 Things Journalists Wish You Knew About Getting Press Coverage for Your Company

    Being ready for press vs. being worthy of press

    Almost every company is worthy of the press, but not all companies are ready for the press.

    Being ready for press involves having the budget for a long-term media strategy that can grow over time, creating a collection of branded photography to share with the media and updating your website so it’s ready for journalists (say, by having up-to-date Press Room and About pages).

    Once you’ve honed in on why you’re worthy of press, make sure you have these “ready for press” elements prepared to increase your chances of landing coverage.

    Related: 5 Key Things You Need Before Launching a PR Campaign

    Three ways to show up for the media

    1. Make your story and expertise ultra-visible. Upon skimming your company’s website or social media channels briefly, it should be immediately clear what knowledge you can share and what makes your mission and story unique. Work on polishing this until it’s concise and easy to grasp — and avoid long, winding narratives. Make sure your story is present in messaging and visuals on your homepage, About page and Press Room page.

    Related: 5 Ways Companies Can Create Content That’s Actually Helpful

    2. Start sharing your story and expertise on your owned channels. Even if journalists aren’t knocking on your door quite yet, you still have the opportunity to share what they’re looking for (and catch their attention in doing so!). Use your social media platforms as an opportunity to be a thought leader and share your story and expertise there consistently.

    Plus, key players in your company should be prepared to share content on their personal accounts as well. CEOs and other executives have a powerful opportunity to leverage social media to share expertise and tell your brand story to your clients, customers and employees. In doing so, they position themselves as valuable media spokespeople.

    3. Set up a profile on Qwoted and actively use it. Qwoted.com has a free offering that allows you to set up a profile as an expert and pitch to relevant news outlets. Just like setting up a press page on your website, this is an impactful way to show that you’re ready for press (and worthy of it!).

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    Kelsey Kloss

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  • 3 Kinds of Bad Press (And How to Handle Each of Them) | Entrepreneur

    3 Kinds of Bad Press (And How to Handle Each of Them) | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a 15-year publicist, I can tell you that simplistic, feel-good adages don’t always hold true. Not all press is good press; in fact, in our current culture of basically everything going online instantaneously — whether it’s true or not, confirmed or not — bad press can be quite damaging, running the gamut from words that wound, at the least, to total ruination, at the worst.

    To take just one timely example: In the late summer of 2023, popular entertainer Lizzo was sued by three of her former dancers for creating a hostile work environment and for sexual harassment. The damage was immediate (including the cancelation of the Made in America festival she was headlining, omission of her name from a song Beyoncé performed only hours after the case was announced, others coming out of the woodwork with similar allegations) and the backlash is ongoing: criticisms of her lack of accountability, haters predicting her doom, the press having a field day with the negativity surrounding a pop sensation known for her stance on body positivity.

    Basically, bad press can transform into a bad reputation in a New York minute, so you have to take it seriously. If you don’t grab the reins of the narrative, someone else will — and then they’ll be in charge of the direction in which the subsequent news goes, not you.

    Though most of us don’t have to deal with the immense notoriety that can come with immense fame, we all live in the same world at the same time. If you’re in business for yourself in the digital age of the early 21st century, here are three types of bad press you’re likely to encounter and starting points on how to handle them.

    Related: Don’t Let Your Biggest Client Become Your Biggest Nightmare — You Should Fire Them Instead. Here’s Why.

    Scenario #1: Negative reviews

    Everyone’s a critic these days, right? Customer comment sections of websites are free and virtually anonymous to access, not just allowing bad reviews but almost inviting them. Let’s face it: Are you more likely to post about a positive experience you had or to wield the power of a negative testimonial when you’re unhappy with an experience? The point being: if there’s a forum to publish a bad review of your company, your service, or your product, you’d be a unicorn not to get at least some bad reviews at least some of the time.

    What can you do about it?

    • Don’t take every negative review to heart. Many are just one voice about one encounter, and reasonable people (the kind of people you want as clients) understand that one two-star review does not outweigh a multitude of four and five-stars and does not accurately reflect the whole of your enterprise.
    • Do not respond personally to what amounts to a personal anecdote — especially when you’re coming from a place of reactionary emotion — and train your staff to refrain in kind. No exceptions.
    • Instead, appoint a spokesperson from your internal communications team or hire an external crisis management specialist to be the voice of your company when something needs to be said, and then rely on that person to ensure consistency and accuracy of messaging.

    Related: 3 Tips for Dealing With Negative Reviews Like a True Entrepreneur

    Scenario #2: Troll comments

    Like it or not, trolling is another thing that’s not going away in modern society. Many faceless, nameless lurkers on the internet (hello, Reddit) and especially on social media are only too eager to initiate potentially inflammatory conversations or instigate conflict, usually just for a sense of self-importance. Trolls love to weigh in on comments that have gone viral or well-noticed posts — the more eyes that see their contributions, the better. Sometimes troll comments are just ridiculous and can be ignored … but sometimes, especially when there’s a lot of them on a related theme, it’s time to look at how to respond.

    What can you do about it?

    • Have a system in place to address or resolve the comments. Don’t wait until your brand is trolled to devise a plan of action.
    • Assess the volume of commentary. If we’re only talking about a few derogatory comments, it’s okay to hide or delete them.
    • But if there’s a significant amount, you need to search for the kernel of truth in them and look into doing things better to create a new truth. If an apology is called for, have one curated by an expert. Trolls are trying to get a rise out of you, but a PR pro isn’t emotionally invested, and so won’t rise to take the bait.
    • Whatever you do, don’t clap back. You can respond, but don’t clap. There’s a time for silence, such as when the comments are simply unfounded and do not call for redress. But silence can also make things worse when a response is warranted. If you think you can easily kill off the bad buzz with a direct, objective, fair response, go for it.

    Scenario #3: Dislike of your brand

    An article critical of your brand just got published. Ouch. A food critic didn’t like your new tasting menu. A fashion blog panned your new yoga pants. Your customer service department got three thumbs-downs in a row. Professional criticism can feel like a personal attack when you’re the one ultimately responsible for quality control, and your natural first impulse is to get upset, followed by a desire to sling some mud back at the source. Don’t.

    What can you do about it?

    • Instead of recoiling from the sting, lean into it for a few minutes, considering the level of validity of what’s been said.
    • If you can find some — and you probably will (I truly believe the media isn’t out to get us business owners but, rather, serves as neutral “secret shoppers”) — just acknowledge the experience and what you can learn from it.
    • Call a team meeting to investigate any changes worth making to improve the situation, like trying less salt in the soup or adding a question about customer satisfaction to the end of your call center’s script.
    • With new best practices in place, feel free to broadcast them loud and clear via a press release, a posted blog on your website, or a newly added product description line.

    Yep. Negative press is a reality of doing business. The bad news? The situations discussed above are becoming more widespread by the day. The good news? Because they’re so ubiquitous, you’re not alone in learning how to navigate them with tact and finesse. When you see red flags waving on your business landscape, view them as an opportunity to forge ahead smarter and stronger, and you’ll be better equipped to act rather than react.

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    Emily Reynolds Bergh

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  • 7 Things to Know Before Launching a New Media Company | Entrepreneur

    7 Things to Know Before Launching a New Media Company | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    From sports streaming and YouTube video series to satellite radio and podcasting, the media industry now offers a vast and exciting landscape for entrepreneurs aiming to make a mark. And with the meteoric rise of digital platforms, content consumption is at an all-time high, resulting in more opportunities than ever to launch a media company, cultivate brand resonance and realize your vision.

    Yet, while a broad and dynamic media landscape brings a wealth of opportunity, it can also be highly competitive and often unpredictable. And to succeed in this rapidly evolving, often cutthroat environment, aspiring media entrepreneurs must come prepared, armed with knowledge and a creative vision and a deep understanding of trends, innovations and, ultimately, the target audience.

    Here are a few insights and practical tips for navigating the launch of a new media company and building a brand that stands out and connects over the long term.

    1. Establish your unique voice and niche early

    Having a unique and compelling voice is critical in a sea of content creators. Regardless of the format, building a successful, attention-grabbing media brand — something distinct, captivating and profitable — starts with uncovering your brand’s identity and value proposition and doing so early in the process.

    This means identifying what sets you apart from the competition and pinpointing your niche in the market. Whether you’re delivering thought-provoking documentaries, producing witty podcasts, or curating compelling lifestyle content, carving out a distinctive space will attract a loyal audience, especially those seeking something different.

    Related: 8 Tips That Will Help Your Storytelling Deliver

    2. Thorough market research is your foundation

    Before diving headfirst into your media venture, take time to conduct thorough research on the market and where it’s headed. Get to know the trends, gaps, and demands in your chosen niche, and don’t forget to analyze your target’s habits and pain points along the way.

    Arming yourself with this insight allows you to tailor your content to better meet your audience’s needs right out of the gate and position your media company for success beyond the initial startup stage.

    3. Embrace the digital

    The digital ecosystem is everywhere, offering a vast playground for aspiring media entrepreneurs of all stripes. Whatever your focus, embracing those dynamics is key to creating a relevant media enterprise and cultivating the strong online presence needed to connect with audiences across various platforms.

    From social media channels like Twitter and Instagram to video streaming services and podcast networks, always aim to diversify your content distribution and engage with your audience where they are most active. Be proactive and bring your brand to the audience.

    4. Don’t compromise on quality

    In the media industry, there’s no way around it: content is king. Delivering high-quality content that resonates with your audience is non-negotiable. Focus on storytelling, accuracy and authenticity in your content creation process. Embrace creativity and innovation to craft engaging experiences that captivate your audience’s attention.

    Remember, it’s quality content that drives organic growth. When viewers consume content they value and enjoy, they share it with their networks, providing a potentially powerful boost to your reach and brand impact.

    Related: How to Create a Brand Narrative That Inspires and Engages Your Audience

    5. Monetize strategically

    Monetization is an essential aspect of building a sustainable media business. Exploring diverse revenue streams that align with your audience and brand can provide a pillar of support that strengthens your brand and your bottom line.

    Traditional advertising and sponsorships tend to be viable options, but you might also consider subscription models, premium content offerings, events and merchandise sales. A well-balanced and strategic approach to monetization can provide your media company the financial stability needed to navigate challenges and, ideally, thrive.

    6. Harness the power of analytics

    In a competitive digital media market, data is often the lifeblood of any media company. Utilizing robust data analytics tools provides critical insights into audience behavior, content performance and market trends; they can also help you make more informed decisions, particularly when refining your content strategy and creating more personalized experiences for your audience.

    7. Cultivate brand advocacy

    Building a community around your media company is crucial for fostering brand loyalty and advocacy. Engage with your audience across social media platforms, respond to comments and actively listen to feedback. Encourage audience participation and create opportunities for user-generated content. A strong sense of community will turn viewers and listeners into devoted brand advocates, promoting your content organically.

    Launching a new media company can be an exhilarating journey, complete with amazing opportunities and no end of challenges. To succeed in such a competitive landscape, you must build your new venture on a solid foundation, supported by such vital pillars as a distinct and compelling voice, market research, digital diversification, value-driven content, a strong monetization strategy, data analytics and more.

    As an entrepreneur in the media industry, continuous learning and adaptability are vital. Stay attuned to industry trends and evolving consumer behaviors. Be prepared to pivot your strategies when necessary and remain passionate about your vision. By following these practical tips, you’re taking a critical first step on your media entrepreneurship journey, building a thriving media company that resonates with audiences and leaves a lasting impact on the world of content creation.

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    Eric Weinberger

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  • Why Local Media is the Secret to Getting Free PR | Entrepreneur

    Why Local Media is the Secret to Getting Free PR | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Living in Las Vegas means I live and work where there are over 24,000 events, conventions and trade shows (bringing in 6.5 million attendees) annually. Having worked with many companies who attend, display or speak at these events, there’s one thing I always recommend that has helped them generate earned media while on site. It’s not pitching all of the attending media because they’re being pitched by everyone else attending.

    The most important thing your company can do is reach out to local media in the city you’re attending. The “trick” is to localize the story for the community that 1) also resonates with conference attendees and 2) it offers your brand credibility opportunities outside of the event.

    Related: 8 Ways to Improve Your Online Presence in 2023

    Why is “going local” such a strong strategy during an industry-specific event?

    • “Local” for your industry event typically means a large audience. The most popular cities that host the most events each year include Orlando, Chicago, New York City, San Francisco, Atlanta, Washington D.C., Las Vegas and more. These are large markets. In addition to the “local” attention, these markets may have national distribution and social sharing of the content may reach a national audience. This means more than just the people who live in the local market will see your news.
    • Strategic timing generates leads. Aligning a local media moment during an event means you have some cool content to share in the event’s social timeline and may generate new leads for your business. For example, if you’re a software company, you could do an in-studio local TV news segment that includes an exclusive or local-relevant live demo of your product. This gives you a chance to show off your product to a new audience and insert the segment into the event hashtag conversation. The credibility and quality of the segment can be used for real-time and long-term lead generation.
    • Build credibility. If your company doesn’t have regular or ongoing media, this is a great third-party credibility builder that can be used long-term. It may support a future paid ad campaign or be a source of celebration with key stakeholders. When your company is featured in the media, it signals to potential customers or conference participants that you may be more credible than competitors. It may be seen as a “stamp of approval” — the determining factor for a potential customer. Getting event-specific positive media coverage is a great way to celebrate with key stakeholders and build excitement around your brand.
    • The “buzz” word. Local media look for stories that will generate buzz, which may be a win/win for your brand and the outlet if you have something interesting or newsworthy. It all comes down to localization. It may be something as simple as having a notable expert on-site, or it can be more in-depth, like showing how your company or product could have a major impact on the community. For example, during the Consumer Electronic Show (CES), I do a consumer tech segment highlighting my personal favorite finds from the show. These are typically things that showcase the “latest and greatest” and may also be things that the Las Vegas community may benefit from knowing.
    • It. Saves. Money. Cha-ching. Landing an earned local media placement means you can save money on advertising during the conference. Advertising can be expensive, especially if you’re trying to reach a large audience and earned media is “free,” minus the budget to work with a public relations professional to help craft, pitch and place the opportunity. Bonus? Earned media is often more valuable than paid advertising because it comes from a trusted source and is seen as more credible by consumers.
    • Brand awareness. Awareness implies the extent to which a brand is recognized by potential customers and the extent to which it is associated with a particular set of attributes. This is essential to helping your businesses attract new customers, increase sales and build loyalty. If you want to stand out in a crowded conversation during a large conference and 1) aren’t getting interest from prominent media outlets in attendance, or 2) don’t see an opportunity for on-site event coverage, local media is your best bet.

    Now that you understand why it is important, it is important to work with a local public relations agency to make it happen.

    Related: Why Maintaining a Strong Media Presence is Key to Succeeding in an Economic Downturn

    Work with a local market public relations agency

    It is important to reach out at least 30 to 60 days before your event. You’ll need time to vet and verify the agency, negotiate contract terms and allow them time to package and pitch your stories strategically. Working with a local partner means they already have local media connections, understand the community and increase the chances of your media placement. This team will also help you maximize the earned placement during and after the event to ensure you get as much value as possible. One highly credible local media placement may outshine any trade-specific coverage on-site or maybe the essential “partner” press needed to achieve your event media goals.

    How to find the right local agency?

    • Do your research. Utilize personal connections, Linkedin and general searches to identify agencies. You can also look at previous event press releases to see if other companies or competitors worked with a local agency. It’s essential to do your research and find one that is a good fit for your business.
    • Meet with the agency. Once you’ve narrowed your choices, meet with the agency to discuss your needs and goals. This will help you to determine if they are the right fit for your business.
    • Develop your “go local” strategy. Once you’ve decided to work with an agency, be sure to get everything in writing, including the scope of work, the fees, and the deliverables.
    • Understand expectations. Be sure to communicate your expectations to the agency from the start. Even if securing a single local media placement is the goal, you may want them to manage the entire event-specific public relations, develop an earned, owned and paid media strategy to leverage secure placements and build additional trade media relationships on your behalf.

    Related: 3 Proven Ways Entrepreneurs Can Get Media Exposure

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    Sarah Evans

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