Utilise press releases and media outreach to announce new positioning
Press releases and media outreach are a great way to share your new brand positioning with the world. They help enhance your brand's reputation and build trust, but getting media coverage can be tough. Keeping your message clear and newsworthy demands effort.
Pros
- Builds trust by sharing your new positioning with reputable media outlets, which can help reinforce your brand's credibility.
- Increases visibility and public awareness, making it easier for people to understand your new positioning and how it benefits them.
- Cost-effective compared to many other marketing tactics, offering potential high returns for relatively low investment.
- Reaches a wide audience, especially if picked up by major news outlets or industry-specific media.
- Boosts SEO, as having reputable sites link to your announcement can improve your search engine rankings.
- Establishes thought leadership by presenting your brand as an innovator or leader in your industry.
- Versatile content that can be shared across multiple channels, including social media, blogs, and email newsletters.
vs
Cons
- Media coverage isn't guaranteed, making it a risky tactic if you don't have established media connections.
- Time-consuming, as it requires significant effort in crafting a compelling message and reaching out to media outlets.
- Potential backlash if the announcement is not well-received, which could negatively impact your brand's reputation.
- Limited control over how the media interprets and presents your message.
- Short-lived impact, as news stories can quickly become outdated.
- Competitive space, with many brands vying for media attention, making it hard to stand out.
- Resource-intensive for small businesses that may not have dedicated PR teams or the budget to hire one.
Place in customer funnel
Awareness
Consideration
Decision
Retention
Advocacy
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