Brands have mushroomed and everyone is fighting for the limited space in the media. Getting your brand in the news has become tougher. However, PR has found a new way to get its foothold in the media through media partnership. This works best for events, co-branding, social causes and so on.
What is media partnership?
In simple terms, media partnership is a collaboration between your brand and a media house. This exclusive cooperation will generate mutually beneficial publicity.
Why choose media partnership?
Media partnership helps you enhance your marketing and promotion activities. It’s a win-win situation for both as it brings credibility to efforts of both partners’ efforts through a ‘third party endorsement’. This is an ideal solution for organisations with a low campaign budgets. For instance, a publication that has a media partnership contract will be more likely to publish your news and articles. This extends your reach in a big way.
Identify your media partner carefully
Before you approach your media partner, there are a few things that you must think through. Choose a media house that will reach your TG effectively. The media vehicle, television, print or radio may differ depending on what kind of brand campaign you are planning to roll out. If your campaign is highly visual, a TV partner would work.
How to work it out
Successful media partnering is all about coming up with something they want and getting something in return. You could offer exclusive content and photos or videos, photos with your brand ambassador, display of the partner’s logo on your promotion materials and websites. In return, you can ask for an interview, series of articles, mention in your partner’s social media posts and so on.
Don’t just think editorial, think advertorial
An advertorial can help as much as an editorial mention. A media partner can help you get a solid advertorial space that brings trust and credibility for your brand.
How to promote your event through media partnering
Whether you are planning a show, a conference, exhibition or any other event, media partnering can work wonders both in terms of reaching numbers and also creating the hype needed. While you could include your partner in your promotional material, provide stage mentions, provide space for their banners and publicity material, allow them access to exclusive content and so on. In turn, they will help create a buzz around your event. Make sure you get the message right, focus on the uniqueness of the event, its features and more.
Co-branding can work wonders
Other ways to get into media partnering are through co-branding, crafting a campaign or activity for a social cause together for instance. This will bring both partners better visibility and reach.