![]() ![]() Is it facing challenges and reinvention? Absolutely. You see, despite what some will say, traditional news media is far from dead. ![]() ![]() It’s one thing to proclaim yourself an expert - it’s something completely different to be recognized as one by the news media. We help them tell their organic stories by positioning them as experts in their field, which is not easy today given everyone has a LinkedIn account or website calling themselves an “expert” or a “guru”. We tell clients that the best bang for their buck is “earned media” which means exactly what it says - media that you have earned (and not purchased) whether it be through relationships or by being in an expert database. Not only did they get valuable space in a news story as an expert without paying for the exposure - the reporter likely even thanked her for helping.Īdvertising executives, marketing agencies and social media “gurus” typically don’t like people like me - news media strategists. And, from her standpoint and the standpoint of her firm - they paid nothing to be in that article. In fact, I have no doubt she got calls after the article was published. I happen to have an excellent accountant - but if I didn’t - I can guarantee I would have called this expert in the story. I even remember the name of the expert and the name of her firm. And, because I was engaged, I read the story very carefully. The expert being interviewed humanized the issue by telling stories about people she had helped. It wasn’t the reporter outlining this information - it was a tax expert the reporter had interviewed and used as a source in their story. ![]() The article outlined some of the challenges facing people during tax season but it also highlighted some of the opportunities and useful tips. I was reading the newspaper recently and saw an article about tax filing season. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |