Ad Equivalency: How the Press Can Work Just Like Paid Advertising for Businesses and Non-Profits
One of my passion projects is working on the marketing and public relations needs of Team Rubicon, the veteran-led disaster response organization. I manage this department for the Northwest United States, from Alaska to the Dakotas.
In particular, I focus on using the media to spread Team Rubicon’s message, to recruit volunteers, and encourage donations. This past month, Team Rubicon has been actively engaged in responding to wildfires in Utah and Colorado. Working with media outlets in both states, I was able to generate press coverage for Team Rubicon equivalent to paid advertising in the amount of approximately $2.1 million dollars across online news, blogs, and television news.
All for the price of a few emails and a few hours of drafting press releases.
Small to Mid-Sized Businesses can use the same tactics, particularly when engaged in charitable work, to market their products. A business can – and should – reach out to media outlets to encourage others to join in helping at a homeless shelter, to offer matching donations to help in response to a local tragedy, or to encourage others to work with larger charities, such as local chapters of Habitat For Humanity. The act of helping others, in itself, generates goodwill for businesses, and the postive media exposure provides the sort of attention that paid advertising does not – and cannot – generate. By spending money on working with non-profits instead of on paid advertising, businesses can also benefit from the tax savings related to charitable donations.
Click here to schedule a meeting for us to discuss how you can use media relations and non-profit work to market your business.