In today’s media landscape, the notion that a newspaper story only holds weight in its printed form is outdated. Online publicity offers significant advantages, often surpassing traditional print coverage in value and impact.
Print newspapers have a limited lifespan. Once read, they are typically discarded. While you can clip and photocopy articles for media kits, the likelihood of prospective clients finding and retaining these clippings is low. Online newspapers, however, are archived and easily searchable. Your article can be discovered anytime, anywhere, when a prospective client searches for relevant information.
Sharing an online article is far simpler than sharing a physical clipping. A link can be instantly sent to numerous potential clients, expanding your reach effortlessly.
Print newspapers primarily serve a regional audience. While a Boston Globe article in print will reach those in the Boston area, the online version extends to former residents, relatives, business contacts, and sports fans worldwide – individuals who may eventually require your products or services.
Publicity, regardless of its form, is beneficial. However, print publicity is fleeting, while online publicity has lasting power. An online article can include hyperlinks to your website or blog, driving direct traffic and generating leads. Furthermore, it can encourage other websites and blogs to link to your article, creating online buzz and improving your search engine visibility.
While some traditionalists value the tactile experience of reading a physical newspaper, they often miss the bigger picture. Online coverage, whether exclusive or in conjunction with print, offers far greater value. Each time your article appears online, its potential readership increases exponentially. You still retain the bragging rights for your publicity “hits,” whether they occur online, in print, or both. A mention in USA Today, for instance, carries the same weight regardless of the medium.