This digital disruption, along with the hundreds of Canadian newspapers that have shut down over the past decade, have helped shape the way consumers access the news, causing today’s consumers to be even more diverse in how they source information.
As the media landscape continues to change, PR professionals are constantly working to find the right platforms and tools to help communicate messages. Depending on a client’s objective, media partnerships are a good way to supplement editorial as it guarantees placement, messaging, and timing – and this can be very powerful when formulated as part of a wider PR campaign.
A paid media partnership not only drives awareness of your brand but can ensure the right messages are received by your target audience.
Through paid partnerships, unique content can be tailored to communicate the brand in an editorial style that feels authentic and factual. With so many publications online, this content can also be further strengthened via paid amplification on the publication’s social pages or via inclusion in newsletters and e-Blasts.
While paid media partnerships can guarantee coverage in a particular publication or news outlet, experienced PR professionals provide value by ensuring clients are using the right mix of media and advise on strategy, key message development and campaign roll out – not to mention the copywriting skills to help bring your story to life.
Broadcast Media Partnership
Check out a recent broadcast partnership Harbinger coordinated for our client California Grapes. We secured a dedicated segment with Breakfast Television, where a brand spokesperson shared the program’s key messages to their target audience across the country – and at the peak time when California Grapes were readily available in Canada.
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