Some of Our Clients Want Coverage in WSJ—Many Don’t. Here’s Why.

What is an article about your company in the Wall St. Journal worth? How about in Nursing—or your local newspaper? Is the Wall St. Journal worth more?

Well – as in many things in life the answer is “it depends.”

It depends on the two things that every communication decision depends upon—your target audience and your goals.

Which Outlet is Best for You?

If you’re an image consultant that works with nurses and your goal with your PR efforts is to generate business for your firm, then Nursing is more likely to help you reach your audience and meet your goals.

If you own a small business in a community where the majority of your customers are likely to come from, then the local newspaper will likely hold the most value.

If you’re the author of a business book targeted at senior executives, the Wall St. Journal will probably represent the greatest value to you.

“Best” is Relative

The point is that before you can accurately answer the question of “which is best,” you need to really understand your goals and be honest with yourself about what they are. It’s certainly okay to target national media simply to boost your image, even though the readers/viewers you’re reaching don’t necessarily represent your target market.

On the other hand, it’s also perfectly okay to confine your PR efforts to the local community if you’re simply looking for business and want to create awareness and preference for what you have to offer.

Thinking Strategically About Media Coverage

While many people consider PR to be “free,” the truth is that there are costs involved in generating media exposure for your business – those costs are reflected in the time you invest, and sometimes, in the cost of consultants that you may hire to work with you.

Clearly identifying your goals, your desired audience, and then prioritizing your PR efforts to align with these will ensure that you’re spending your time – and money – most effectively.


About Us

Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.

(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)

Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.

Recommended Reading:

21st Century Secrets to Effective PR

Managing Remote Staff

Direct Mail in the Digital Age

The Complete Idiot’s Guide to Strategic Planning

The Everything Guide to Customer Engagement

Best Practices in Influencer Marketing

Tags: , , , , ,

Leave a Reply

Complete the math problem before submitting a comment. * Time limit is exhausted. Please reload CAPTCHA.