Building Brand Authority with Earned Media

Why PR beats advertising (almost) every time.

When it comes to brand awareness, advertising often reigns supreme. Flashy commercials, sponsored content and social media ads bombard us daily. But according to Al Ries and Laura Ries in their 22 Immutable Laws of Branding, there’s a more powerful (and often cheaper) way to build brand recognition: The Law of Publicity.

We’re all about maximising results. So, let’s dive into why earning media coverage can be a game-changer for your brand.

The High Cost of Low Visibility

Traditional advertising can be expensive. You need a big budget to secure prime ad space, create compelling content and reach your target audience effectively. The problem? Even with a significant investment, there’s no guarantee your message will cut through the noise.

Publicity, on the other hand leverages the credibility of third-party sources like news outlets, industry publications and even social media influencers. When a trusted source talks about your brand it carries more weight than any self-promotional message.

Here’s why publicity is such a powerful branding tool:

• Increased brand credibility: Third-party validation builds trust and positions your brand as an authority in its field.
• Wider reach: Earned media can expose your brand to a broader audience than you might reach with paid advertising alone.
• Enhanced brand image: Positive media coverage paints your brand in a favourable light, fostering positive associations with your products or services.

Think about companies that have made headlines for innovative products, exceptional customer service or a commitment to social responsibility. These stories are picked up by the media, generating buzz and propelling the brand into the spotlight.

The Geeklab Approach

We understand the value of strategic public relations. We help our clients develop newsworthy stories and craft compelling press releases to attract media attention. Furthermore, we can help you leverage social media effectively to amplify positive coverage and engage directly with potential customers.

So, how can you leverage the Law of Publicity for your brand?

1. Develop newsworthy stories. What makes your brand unique? What innovative practices are you implementing?
2. Build relationships with journalists. Connect with reporters and editors who cover your industry.
3. Craft compelling press releases. Highlight your brand’s achievements and successes in a newsworthy way.
4. Embrace social media. Use social media platforms to share positive media coverage and engage with your audience.

Remember, while advertising has its place, the Law of Publicity offers a powerful, cost-effective way to build brand awareness and establish credibility. By harnessing the power of earned media, you can position your brand for long-term success.