SAN FRANCISCO, Oct. 04, 2022 (GLOBE NEWSWIRE) Meltwater, a global leader in social and media intelligence, has launched a customer community for the company's 27,000 global customers. Meltwater Community
Jette-Mari Anni
There are three major categories of media coverage that PR teams use to reach and connect with their target audiences:
Owned Media Content created and published by your brand.
Paid Media Any ads or media coverage that you have paid to run.
Earned Media Any unpaid mentions, coverage or content created and published about your brand by others.
Owned and paid media are vital first steps to getting your brand name on the radar, but an earned media strategy is the key to fast and positive growth for your business.
Earned media is often overlooked by marketers. Some may mistake earned media to be out of their hands and disregard it from marketing plans. Small businesses may also struggle to prioritize earned media simply due to bandwidth. Both situations are understandable but can lead to missed opportunities in connecting with audiences, receiving valuable feedback and can even hinder other efforts to spread brand awareness.
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Recently, on #SMTLive, our weekly Twitter chat, we hosted a discussion on how brands can build trust with their audiences, and why trust is so important in the modern, evolving digital landscape.
Trust, and building effective brand relationships, is becoming a bigger focus amid shifting attitudes to key social issues, and a rising reliance on eCommerce for shopping. On the former, according to Edelman s 2020 Trust Barometer report, less than half of people now trust that their institutions will do what s right, with growing skepticism around financial motivations and other influential factors that can change government and regularity decisions.