There’s nothing more exhilarating for baseball fans than watching a grand slam. The cameras follow the ball and hitter, letting the excitement build until the crowd goes wild and the players ambush the hitter at home plate with bear hugs and high-fives.
But however exciting they might be for fans, grand slams are not a go-to for coaches. Historically, scoring runs has depended on getting runners on base with singles and doubles and then moving them around. Smart coaches set things up for the big home run, but they’re not banking on it.
CEOs get this. They’d rather watch a no-hitter because of the high skill involved than a once-a-season grand slam that relies heavily on luck. Yet so many of them expect media home runs with every single company announcement or piece of thought leadership instead of incorporating the lessons of baseball into their public relations strategy.
The truth is, no PR campaign has to live or die by the Wall Street Journal or CNBC. In fact, swinging for the fences often leads to a strikeout. This burns a lot of money, time and energy that would have generated a lot more ROI by getting many singles and doubles in medium-tier outlets.
Making contact: Putting hitters in the right order
The first step to success is stepping up to the plate and making good contact with the ball. Just like your initial marketing spends are merely meant to test the market, you can test your message with trade or regional media outlets. All it really takes is a bit of tailoring: Regional newspapers are more likely to listen to pitches from an institution or individual who impacts the local community, and trade publications will appreciate in-depth knowledge, data and other value-add insights for the companies that rely on their outlets for forward-looking analysis and trends.
Just like how a few singles load the bases for a grand slam from the power hitter, these smaller wins build the foundation for bigger successes in two ways:
- They’re a stepping stone of credibility because they develop an archive of past coverage. Podcasts and TV stations want credible people on-air, and when producers and other gatekeepers see that the spokesperson has a nice, long paper trail of quality placements, they know they’re working with someone who knows their stuff.
- Small and medium placements also create a Google Roadmap through SEO, social media and website content that builds brand trust with customers and moves people down the sales funnel long before the big hit happens.
Scratch singles, stand-up doubles and the occasional triple put everyone in position to increase the chances of a notable return on your PR investment.
More chances for success
CEOs know that a company with only one contract lives and dies by that contract. That’s why leaders strive to earn new business and diversify revenue streams.
Putting all of your eggs in one PR basket carries the same risk: When all you do is swing for the fences, and you miss, your media campaign is dead. You’ve squandered the opportunity to shape narratives, improve the digital footprint and use marketing to spread your media coverage.
Now, imagine for a minute that your brand eventually does hit that home run. Just like having runners on base, the impact will be a lot more powerful with a healthy stockpile of audiences already paying attention.
Mid-tier outlets are easier to get placements
As you can probably guess, everyone and their brother is trying to get into the Wall Street Journal, New York Times and similar outlets. That means that even the most compelling pitch has a slim chance of getting a second glance -- never mind coverage.
Outlets that aren’t major national brands but still important to niche audiences, like trade outlets and regional papers, are always looking for good scoops to beat the big dogs and break the story. Reporters and editors will appreciate the chance at an exclusive that will also earn backlinks when other outlets cite their coverage.
Mid-tier trade publications have high levels of trust with target audiences
Top-tier outlets get a lot of eyeballs -- that’s why they’re top-tier. But one of the strengths of many mid-tier outlets is that they focus on the specific demographic, region or industry you’re trying to reach. These outlets have a high level of trust with their audiences because that’s where people turn for verified news that affects their jobs and local communities. For example, hospital executives find more value in a deep dive at a trade outlet than a more general op-ed targeted to the national public.
Multiple hits create surround sound marketing content
A big media hit is like a solo firework: It creates a lot of noise all at once, but once the flash is gone, the sparks fade out, and the excitement is over. However, the digital era makes for a thrilling pyrotechnics show that lasts.
That’s because every media placement has the potential for repurposed marketing content. Each article, interview or op-ed is an asset for posting on the company website or social media pages and adding to the newsletters that reach investors and other stakeholders.
Plus, a series of placements creates a Google footprint. Remember the SEO benefits that accrue from smaller-tier placements? Audiences looking for brand or industry specific information will find what you’re saying and offering much more easily with a well-laid trail.
Singles, doubles and steals set up the grand slam
Many factors play into business success, baseball victories and earned media. You can swing for the fences all you want, but you really have to hit the sweet spot -- and even then, the grandeur of a home run means nothing if you’re two runs behind and nobody’s on base. It takes singles, doubles, steals, walks and the other team’s errors to fully set up for the grand slam.
In the same way, securing top-tier press in the digital era requires smaller, diverse placements that are incorporated into the overall marketing and branding strategy. It’s the only way to create credibility to shape your narrative -- not just with customers and investors, but with the media gatekeepers who call the balls and strikes in the press.
Dustin Siggins is founder of Proven Media Solutions.
