Why online coverage (often) beats print
While many businesses seem to be moving forward and embracing all things online including social media marketing, when it comes to getting results through public relations, there is still a widely-held belief that print coverage is better than online coverage.
Having a tiny, half column mention in a weekend paper often causes notable excitement for a business or client while a full story with photos included on a niche website doesn’t always get the attention it deserves.
This could be credited to the fact that it is not easy to put a price on online editorial the way we do with print and with the far reach of the internet and content being freely available, circulation numbers are often only estimated.
Directors and marketing managers want to see the hard facts and know they are getting a strong return on investment and this is easier to achieve when a story is printed in hardcopy.
In reality, getting online coverage for your company can be much more effective than being published in tomorrow’s fish and chip wrapping.
Online content is available forever
Thanks to search engines, the article your company is mentioned in can be dug up and re-read by a new audience, months and even years after it is first posted online. If you’re published in a magazine, you may take a media clipping for your files but once that publication is off the shelf, the story dies, never to be read again. Online offers a much longer ‘shelf-life’ and your exposure is limitless.
Search Engine Optimisation
When you include links to other websites within your article there is the opportunity for the operators of those sites to link back to your article. What this means is visitors to other sites that would have otherwise never have know about your article, can now click on the link and be directed to it giving you an even larger audience. By posting your articles on your website or blog, it also helps keep the content fresh and new helping you rank higher on search engines.