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Like any strategy, a media relations strategy or campaign must have clear goals if it’s to work harmoniously with your overall brand and marketing strategy. ‘Earned’ media – as in, the unpaid, editorial kind of media coverage – can be one of the most powerful ways to get your message across. It provides a level of credibility that your paid (advertising) and owned (your website and social pages) media cannot achieve. Depending on your goals, a successful campaign can build trust with your target audience, develop your thought leadership profile, elevate you to a position of authority and influence buying decisions. Effective media strategy forges two way communication and mutually beneficial relationships with media. In other words, media will contact you for stories and comment.

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