Copywriting Journalism Media Relations

Is traditional media coverage still important in the age of social media?

Is getting coverage in newspapers or on the television or radio still important today? Especially when social media enables you to reach and engage with your audience at the click of a button.

I started to wonder this when a client said: “Getting in the newspapers is good for reaching the older market, but social media is where it’s at these days.” A few weeks later I heard someone say: “You don’t need the press now there’s social media.”

Here are five reasons why your brand needs exposure in the traditional media today.

1. Coverage in the traditional media reaches a bigger audience.

The fact that media organisations have huge followings on social media shows you people are still reading newspapers, watching television and listening to the radio. And most likely they have more social media followers than you.

At the time of writing, I have 369 followers on Twitter, my local newspaper has 13K followers, the Guardian has 9.7m, and BBC News has 12.3m. How many have you got?

When you post on social media you reach the people who have chosen to like or follow you. That’s if the algorithms are working in your favour. And you need to encourage likes, comments, and shares to reach more people.

If a newspaper picks up your story you will reach its wider audience. And one of the many benefits could be more people choosing to follow you on social media.

2. An article on a news or trade magazine website will help your SEO.

The main ways to boost your search engine ranking are:

  • Through effective use of keywords
  • Valuable and relevant content
  • And backlinks.

A backlink is when another website links to your website. This shows the search engines that what you offer is of value to others. Search engines especially like backlinks from high-quality authoritative websites, including media websites. If you can get a backlink on the website of a national newspaper or leading trade magazine, for instance, you can boost your search engine ranking.

3. Bragging rights.

A feature in a national newspaper or an interview on television gives you something to shout about. You can use it to boost awareness of your brand among your target market. And it will give you valuable content, especially for your social media marketing.

Here’s some ideas on how to make the most of your media exposure:

  • When you’ve got that interview booked alert your friends, family, and social networks.
  • After it’s happened save the link, take screenshots, and photographs of the publication.
  • Add a banner on your website, saying something like ‘as featured in’.
  • Promote your coverage on social media.
  • Use the footage of your television appearance on your YouTube channel, and on your other social media sites.
  • If you were on the radio upload the broadcast to your website and social media channels.
  • Use Twitter or LinkedIn to thank the journalist/media outlet for their time.
  • Write a blog post about your experience.
  • If you get a lot of publicity in the media feature it on your website as a ‘as seen in’ section or page.

4. Media coverage gives your brand more credibility.

By featuring in a publication that is well regarded by the reader, you’ll strengthen confidence in your brand. The media is still the public’s most trusted source of information. This means that when you feature in the media you will build trust in your brand. This study  shows interesting differences in levels of trust between traditional and social media.

5. You’ll stand out from your competition.

Media exposure raises your profile. When you appear on television or in a newspaper, you become more familiar with the public. When they need your product or service, they’ll be likely to think of you first.

Do you think traditional media still has a role to play today? Comment below, I’d love to read what you think.

To chat more about how media coverage can help your business or organisation email me at

For more insights into the worlds of journalism and copywriting, and for writing tips, follow me on Twitter, Facebook, and LinkedIn.

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