In my years as a publicist, I’ve seen firsthand how earned media coverage can increase brand awareness, web traffic and, ultimately, conversion rates. But this doesn’t happen in a vacuum. Landing sought-after placements is just the first step in a comprehensive campaign to curry excitement.
Much like the tree that falls in a forest with no one around, you need witnesses to those impressions, which requires a mix of unapologetic self-promotion and clever manipulation of modern communications tools. Failing to maximize those placements’ reach only does a disservice to your business and the effort you put into garnering wider recognition.
