Is This Outlet Worth It? How To Evaluate Media Opportunities for Maximum PR Impact
A media relations campaign will inevitably face the question: is this outlet worth it? It’s a fair question, and an essential one for aligning public relations efforts with strategic business goals.
At the beginning of every project, we always ask new clients what outlets they would like to be in. The answers are typically consistent: The New York Times, The Wall Street Journal, Bloomberg or CNBC. While these outlets carry undeniable prestige and reach, solely focusing on high-profile publications can actually be a strategic misstep.
Deciphering Which Media Outlets Deserve Your Attention
It’s easy to equate brand recognition with impact. But PR value often lies in audience alignment and narrative control, not just outlet prestige.
Overlooking smaller, niche or lesser-known publications can result in missed opportunities. Consider the power of targeted storytelling. Some outlets provide more space for in-depth features, tailored messaging and greater editorial collaboration, advantages that are frequently lost in high-volume newsrooms with tight word counts and rigid editorial guidelines. These niche publications can offer meaningful coverage that aligns closely with campaign objectives.
The Celebrity Playbook: A Masterclass in Strategic Media Engagement
Celebrities, some of the most image-conscious individuals, have long embraced a variety of publications to drive specific narratives. Take Kim Kardashian’s now-iconic 2014 Paper Magazine cover. The provocative image and feature story were not in a household name-brand magazine, but nonetheless “broke the internet” and achieved a cultural moment. Kardashian likely had a say in the coverage’s tone and artistic direction, making the opportunity more appealing to a celebrity of her status.
This strategy isn’t unique to Kardashian. Actress Natalie Portman appeared in Porter, the editorial arm of Net-a-Porter. Comedian Tiffany Haddish was featured in Bella Magazine, and rock band Green Day graced the cover of Boulevard Magazine. These weren’t random placements, but strategic moves that leveraged the unique audiences and flexible editorial landscapes of diverse publications.
How To Evaluate Whether an Outlet Is “Worth It”
So how do you determine if it’s worth your time to engage with a media outlet? Here are some key evaluation factors to consider:
1. Audience Relevance
Look beyond circulation numbers. Does the outlet’s audience align with your target demographic? A trade publication read by industry decision-makers might yield more impactful results than a broader, national news outlet.
2. Editorial Fit
Does the outlet cover stories similar to yours? Review past features, columns and journalist interests. A perfect editorial match often leads to richer storytelling and higher conversion rates.
3. Engagement Over Impressions
Audience metrics matter, but so does engagement quality. Niche publications often foster loyal, active reader communities. A feature story in one of these publications can result in deeper brand connection and increased shares across social platforms.
4. Story Ownership and Creative Freedom
Smaller outlets are often more open to different storytelling formats and creative collaboration. If you’re launching a bold campaign, they may offer opportunities for unique storytelling that you wouldn’t find in leading publications.
5. Search Engine Optimization (SEO) Benefits
Every digital placement is an SEO asset. Dofollow backlinks from even modestly trafficked publications can improve your site’s domain authority. Plus, niche outlets may rank better for long-tail keywords relevant to your audience.
Strategic Media Planning: Think Beyond the Big Names
In PR, appearances can be deceiving. What matters most isn’t where a story appears, but how effectively it moves the needle for your business. A feature in a lesser-known but highly relevant outlet could generate more leads, buzz or investor interest than a one-line mention in a top-tier newspaper.
A media strategy should mirror a brand’s broader goals. If the objective is to build credibility, foster thought leadership or generate specific calls-to-action, outlets beyond the big brand names might not just be worth it, but critical. The best PR campaigns balance prestige with precision, aiming for both reach and resonance.
The next time you ask, “Is this outlet worth it?” consider reframing the question: Does this outlet help us tell the right story to the right audience? If the answer is yes, then it’s essential.