How to Establish and Maintain Positive Media Relationships – and Why it’s Important
Audiences perceive organic media coverage, often referred to as earned media, as the most authentic form of marketing and one of the most trusted, influential sources of information. In today’s digital landscape, audiences are inundated with content, making it more difficult for businesses, especially those with complex messaging, to stand out. 81 percent of seasoned marketers believe earned media has a stronger impact than paid media. In fact, 64 percent of today’s web traffic comes from organic search, while just 6 percent comes from paid advertising. Earned media is increasingly outperforming paid content, and B2B companies must fine-tune their outreach strategies by creating stable relationships with key media contacts.