Why “Top-Tier” Media Is Holding You Back

In the high-stakes world of media relations, the siren song of “top tier” publications and broadcasts is often deafening. Clients arrive with wish lists dominated by household names – The New York Times, CNN, The Wall Street Journal – envisioning their brand splashed across these prestigious platforms. While the allure of such placements is undeniable, this singular focus on perceived top-tier media can be a significant misstep, diverting valuable resources and overlooking opportunities for truly impactful exposure.

It’s time for media relations clients to shift their perspective, to look beyond the glossy covers and ask a more crucial question: what truly constitutes “top tier” for me?

The Allure of Top-Tier Media

The traditional definition of top-tier media often revolves around broad reach, high readership or viewership, and a certain level of established prestige. These outlets undoubtedly hold significant influence, but their value isn’t universal. For a niche B2B software company, a feature in The Wall Street Journal’s general business section might garner fleeting attention, while a dedicated article in a leading industry publication could resonate deeply with their target audience, driving qualified leads and establishing them as thought leaders within their specific market. Similarly, a local restaurant might see a far greater return on investment from a glowing review in the city’s beloved food blog than a brief mention on a national morning show.

The obsession with universally recognized top-tier media often stems from a desire for validation and a belief that bigger is always better. Clients may equate these placements with instant credibility and widespread brand recognition. However, this overlooks the critical element of audience relevance. Landing a coveted spot in a top-tier outlet where your target demographic isn’t actively engaged is akin to shouting into the wind. The impact will be minimal, the return on investment negligible, and the opportunity cost – the resources spent chasing that elusive placement – can be substantial.

Defining What Top-Tier Means to You

Instead of blindly pursuing the media giants, clients should embark on a journey of self-discovery, defining what “top tier” truly means in the context of their unique goals and target audience. This involves asking a series of introspective questions:

1. Who is my ideal customer?

This is the foundational question. Understanding their demographics, psychographics, online behavior, and media consumption habits is paramount. Where do they go for information? What publications do they read? Which online communities do they frequent? What podcasts do they listen to? The answers to these questions will paint a clear picture of the media outlets that genuinely hold sway over your target audience.

2. What are my specific business objectives?

Are you launching a new product and seeking broad awareness? Are you trying to establish yourself as a thought leader in a specific industry? Are you looking to drive sales within a particular geographic region? Your objectives will dictate the type of media coverage that will be most effective. A national consumer launch might benefit from broader reach, while thought leadership goals might be better served by in-depth features in influential industry publications.

3. What kind of story do I have to tell?

Not every story is a fit for every outlet. Understanding the editorial focus and audience of different publications is crucial. A highly technical B2B innovation might find a perfect home in a specialized trade journal, while a heartwarming human-interest story might resonate with a local community newspaper. Trying to force a square peg into a round hole by pitching the wrong story to the wrong outlet is a recipe for frustration and wasted effort.

4. What is my budget and resources?

Securing coverage in top-tier media often requires significant time, effort, and sometimes even financial investment. Clients need to be realistic about their resources and prioritize outlets that offer the best potential return within their constraints. Investing in building relationships with journalists at relevant industry publications might yield more consistent and impactful results than a long shot at a national daily.

A Nuanced “Top-Tier” View

Once these fundamental questions are addressed, the definition of “top tier” begins to evolve. It shifts from a generic list of well-known names to a more nuanced and strategic selection of outlets that directly reach and influence the target audience. This might include:

By focusing on these strategically relevant outlets, media relations efforts become more targeted, efficient, and ultimately, more impactful. Instead of chasing fleeting mentions in broad publications, clients can cultivate meaningful relationships with journalists and editors who genuinely understand their industry and audience. This can lead to more in-depth coverage, increased credibility within their target market, and a stronger return on their media relations investment.

Conclusion

The allure of traditional top-tier media is understandable, but it shouldn’t be the sole focus of media relations efforts. Clients must take the time to define what “top tier” means for them, based on their specific audience, objectives, and resources. By embracing a more strategic and nuanced approach to media outreach, focusing on the outlets that truly resonate with their target market, they can move beyond the glossy covers and unlock the power of truly impactful media coverage. It’s time to redefine success in media relations, one relevant placement at a time.

Mark Kaley is the author of the book “From Pennies to Millions” and the PR Manager with Otter Public Relations. He has been featured in Forbes, Fox Business, Authority Magazine, Modern Marketing Today, PR Pioneer, Market Daily, O’Dwyer PR, DKoding, and Consumer Affairs. Mark is also a contributor with Hackernoon, you can view his contributor profile here. Learn more here.