Earned + Paid Media, The Jig Is Up!
More than 1000 press releases are sent to us every day by highly paid agencies, presuming we will simply publish their client media releases without any cost as we are needing content. This is called “earned media.” No, eTN is not hungry for content.
eTN has bills to pay, and no, we will not publish media releases promoting a company or a brand presented to us by most PR agencies without compensation. PR agencies don’t provide services without compensation, and neither can eTN.
PR agencies are paid handsomely to write and place media releases with strategically sound, highly targeted, media outlets.
However, more often than not, that simply does not occur. It benefits agencies to rely on slip-shod distribution that doesn’t cost them a dime out of their fees from clients. Many times eTN receives releases circulated by mass networks like PR Newswire. It would be harmful to cut and paste such content for eTN’s reputation and the SEO reputation for the company featured in the release.
While the agency has written a nice media release for their client, the vast majority of agencies simply churn out the release wily-nily to media databases, hoping for freebie publication. This is trickily called “Earned Media”.
eTN can work cohesively with PR agencies as partners, adding the additional value and layer of substantial expertise with Google keywords and SEO optimization. In addition to having top positioning in our publication and our extended network, our clients expect immediate results in Google News positioning often seen by millions.
Or we can work independently, creating your buzz, and ensuring optimal targeted distribution using relevant Google friendly headlines and trigger keywords. Either way our contributions will ensure a longer shelf life of your news, and strategically smart, meaningful brand building within the PR arena.
Overall, we urge you to put your budget to work with us.
With enough attention and budget allocated to Paid Media Projects, brand building efforts with PR will enable Earned Media (freebies) to occur more frequently. Your brand will grow stronger and you will trigger the buzz for travel companies with a story to tell.
If you, or your agency, would like to learn more about Paid Media, with specific costs, please take a look at www.buzz.travel or specifically at www.buzz.travel/visibility and www.buzz.travel/paid/ or contact us.
We’re more than happy to help you drive your PR investment further, with legitimate, targeted distribution of well-crafted media releases and a storyline that will deliver measurable results.