Should you pay for press coverage?

So here’s a question we get asked a lot. Should I pay for press coverage?

We’re in an age where advertorials, sponsored content, and influencer collaborations are part of the norm, so here’s some advice on how you can navigate this conundrum.

Earned vs. paid: Know the difference
Firstly, it’s important to know the difference between earned media (PR) and paid media. Earned media is what you get when a journalist covers your story because it’s genuinely newsworthy and they publish or air a news story or feature and there is no invoice attached. Paid media on the other hand, includes any placement that comes with a price tag, such as advertorials, traditional adverts, sponsored content and influencer partnerships.

Should you pay?
The short answer is it depends on your goals. If you’re launching a new product, entering a new market, or looking to control your message tightly, paid media can give you a guaranteed spotlight, which PR can’t always guarantee. It can be a strategic move, especially when time is tight, competition is high and your struggling with a strong newsworthy hook.

However, here’s the PR truth: earned media carries more weight. Why? Because it’s seen as more credible. When a journalist chooses to cover your business on merit, it signals authenticity to your audience as its has journalist endorsement and credibility.

Paid media often lacks authenticity and can look like an advert, which can put some consumers off as they know instantly they are being sold to. It can also be very costly for businesses to undertake.

Consider a mix
With that being said, some of the best campaigns often use a mix of both. Paid media can amplify your reach, while earned media builds your reputation and storytelling. If you’re going to invest in paid media, make sure it’s part of a larger strategy that includes storytelling, creating strong media relationships, and audience insight.

Do you need help crafting a story the media wants to cover? If so, feel free to contact us.