How targeted press efforts boost your brand’s bottom line

While online marketing is effective and necessary, don’t underestimate the power of traditional PR, this author says.

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Earned media coverage—a mention in a hard news story or editorial—is the golden goose of marketing for business owners. According to data from BusinessWire, consumers still trust news coverage more than advertising. In general, people are more likely to zero in on products and services making a difference in the world and showing up in their feeds.

Related: 7 Ways to Get the Press Coverage You Want

News coverage, however, has changed drastically over the last few decades, keeping up with the general migration of information to the Internet. Entrepreneurs who aren’t aware of modern shifts in media coverage will find themselves left out of one of the most important tools in their marketing box: publicity.

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