Hi my PR Friends,
If you caught our last episode, you know I’m here to help you rethink what might seem like business expenses: advertising, marketing, coaching, PR, social media, and more.
Following our respective investments in our businesses (yes, I invest heavily in NATA PR and continue to do so), I wanted to discuss with you the value of an article.
We’re talking about a journalist choosing to feature you.
Naturally, this expert isn’t paid by you but is employed by a newspaper, magazine, or other media outlet. This isn’t a paid advertorial you’ve bought—it’s earned media.
Here, you haven’t paid this journalist.
In some markets, the value of an article is still measured against what you’d pay for an advertisement.
Let’s say this organic article takes up a full page in a magazine. If you were to pay $10,000 for that page, PR standards would advise us to multiply that value by three: $30,000—because the impact of an organic article is far greater than that of an ad.
In certain markets, the value is multiplied by six or even ten, depending on the media.
Having an intermediary, such as a journalist, speak about you without payment is invaluable—it builds trust and boosts your reputation.
The effects of an article are plentiful. Here are a few advantages:
1. Instant credibility: A feature in a credible media outlet acts as a stamp of validation, granting authority that no ad can match.
2. Free, powerful visibility: Unlike ads, you’re not paying for space—but the impact can be tenfold if the article is well-targeted.
3. Long-lasting effect (Evergreen): Articles often remain online for months or even years, continuously building your reputation.
4. Digital word-of-mouth power: Published articles are often shared on social media or featured in newsletters—creating organic viral effects.
5. SEO boost: Mentions in high-authority media improve your Google search rankings.
6. Reusable content: Published articles can be repurposed across various communication tools, including your website, email signature, social media, and presentations.
7. Trust generator for clients and investors: Prospects are more inclined to buy from or collaborate with a company that’s received media coverage.
8. Access to new audiences: Media outlets often reach different audiences than your own channels, exposing you to qualified new prospects.
9. Media snowball effect: One publication can attract others, creating a domino effect. Journalists often rely on previously published material to uncover new topics.
10. Qualitative fame measurement: Though hard to quantify, the impact of an article can often be measured by increased website visits, subscriptions, or contact inquiries.
So, if you ever decide to invest in our “Get Featured for Free” training, remember that just one successfully generated article will yield more than the money invested—plus, the knowledge gained stays with you forever.
Got questions? Reach out: [email protected]
I can’t wait to see you there!
Nata
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