Quality versus quantity is something most people struggle with in many aspects of their life. Do you want one really nice, expensive pair of shoes or five cheap, flat-soled shoes? See, you probably find yourself teeter-tottering between the two more often than you think. Today we are going to explore how this topic relates to PR and media coverage, so let’s start by defining the difference between the two.
Quality Media Coverage
Quality coverage is what the majority of public relations services are geared towards. This means securing earned coverage in highly credible and reputable outlets that have a large readership. This would be the Forbes, Fast Companies, The Verges, Reader’s Digests, New York Times, and TechCrunches of the world. These are the sources most often looked to for advice, insights, tips, and news.
Here’s an example scenario in which you would aim for quality coverage: if your business has launched a new product and you want to build consumer trust and recognition, then you would want to offer a sample to well-known media outlets that will test and review the product. Consumers frequently look to editorial reviews when they are contemplating purchasing a specific product, and a comprehensive and insightful review from a highly credible media outlet can be very influential in the purchasing decision.
Quantity Media Coverage
The goal of quantity coverage is typically to boost your SEO, which not all PR efforts can and will support, but is still extremely valuable. Increasing visibility and brand awareness are the two main reasons to focus on quantity.
Now, here’s a scenario in which you would aim for quantity: If your business is fairly new and entering a competitive market, then you would want to increase your brand’s name recognition in the media and on search engines amongst competitors. You might consider putting a press release out on a newswire, which is often picked up by hundreds of other outlets. Yes, it’s the same exact story, but it’s now visible to millions of people so you’ve essentially got 100+ media mentions.
So Which is Better?
Quality coverage is more esteemed than quantity, but neither is necessarily better than the other.
The answer really comes down to what your PR goals are. A question to ask yourself is, am I looking for reputable coverage or as many mentions as possible?
It’s also important to note that your answer may change over time so make sure you reevaluate and readjust your coverage goals as your business evolves.
Segal Communications can help you navigate your media coverage goals and secure your desired placements. Reach us at [email protected] to learn more about out PR services.