How does media relations strategy work hand in hand with owned media strategy?
Media relations is called earned media for a reason. It takes a lot of work to secure quality media coverage.
But once your team has worked so hard to secure coverage that can get real attention for your company, it's important to capitalize on that with the content on your website.
The process goes something like this: Someone sees your business mentioned in an article, as a source quoted by a reporter, or, most likely, they read a contributed article written by one of the company’s thought leaders. They like what they see, so they decide to visit your company's website. But once they arrive, they see nothing related to what they just read about. So, they bounce. Leave. Dissatisfied.
What if you could give the visitor something compelling to click on, something to keep them on your site long enough to start actually engaging with you? Something that would help you retain all that attention you’ve worked so hard to earn?
You earned their attention by sharing smart thoughts and bright ideas, and that’s what you need to do on your website to retain that attention. You need an owned media strategy that builds and capitalizes on your media relations efforts.