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How to build credibility with media coverage

November 27, 2022 Melanie Hawken

by Felicity Cowie, The Media Relations Coach

In my earlier blog for LoA, 'What Exactly is Media Relations?', I said there are at least eight mega benefits of media relations for any business to consider:

  1. Gain exposure with zero to low financial investment

  2. Build credibility

  3. Build pipeline faster

  4. Get highly valuable shareable content

  5. Find product-market fit

  6. Become a thought leader and ‘category queen’

  7. Get funding and more funding

  8. Gain external validation

In this series of blogs, I give you more detail and tools to gain each of these benefits. Let’s look now at the second one - how you can build credibility for your business using media relations.

Third-party media coverage serves as outside validation and helps establish credibility for a business. Journalists know how to find holes in a story and can choose anybody to work with, so when your business is featured in a Financial Times or Bloomberg news story, this is proof you’ve stood up to their scrutiny and selection.

Investors need a reason to believe in your business, and media coverage can give them this, particularly if you can demonstrate the growth of your business, from your first big contract win to partnerships signed and awards won, to transformations delivered in the real world.

When you publish content on your own channels this is always viewed as self-promotional, no matter how valuable. However, if a third party selects and includes you in their content this carries greater trustworthiness.

What you need to do is research and then target journalists and outlets most likely to be valued by the people you want your business to reach. In focusing on these targets, you also increase your chances of becoming their go-to sources for news.

You can read more about all of this and gain tools to do it all in my new book Exposure: Insider Secrets to Make Your Business a Go-To Authority for Journalists Get Exposure


Felicity Cowie has worked as a media relations trouble-shooter for some of the world’s leading organisations and is a former BBC News and Panorama journalist. She’s worked on 100,000 story pitches from both sides. She now makes her insights and tactics available to the founders and leaders of today’s early-stage businesses, helping them gain exposure and competitive advantage. She is the author of Exposure: Insider Secrets to Make Your Business a Go-To Authority for Journalists. More information www.themediarelationscoach.com

More articles by Felicity

Featured
How to gain external validation to grow your confidence in your business
Feb 5, 2023
How to gain external validation to grow your confidence in your business
Feb 5, 2023
Feb 5, 2023
How to find product-market fit
Jan 22, 2023
How to find product-market fit
Jan 22, 2023
Jan 22, 2023
How to build your pipeline faster
Jan 14, 2023
How to build your pipeline faster
Jan 14, 2023
Jan 14, 2023
How to get funding using media coverage
Jan 8, 2023
How to get funding using media coverage
Jan 8, 2023
Jan 8, 2023
How to become a thought leader and ‘category queen’
Jan 1, 2023
How to become a thought leader and ‘category queen’
Jan 1, 2023
Jan 1, 2023
How to get highly valuable shareable content
Dec 4, 2022
How to get highly valuable shareable content
Dec 4, 2022
Dec 4, 2022
How to build credibility with media coverage
Nov 27, 2022
How to build credibility with media coverage
Nov 27, 2022
Nov 27, 2022
How to gain positive business exposure with zero to low financial investment
Nov 13, 2022
How to gain positive business exposure with zero to low financial investment
Nov 13, 2022
Nov 13, 2022
What Exactly is Media Relations?
May 13, 2022
What Exactly is Media Relations?
May 13, 2022
May 13, 2022
In Guest Blog Tags Felicity Cowie, Media PR & Communications
← To get different outcomes ask different questionsThe importance of positioning your business →

Tech FoundHER AFRICA CHALLENGE


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LIONESSES OF AFRICA · AI Series Ep. 2 : AI-Human Collaboration in the Workplace

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LIONESS WEEKENDER COVER STORIES

LIONESS WEEKENDER COVER STORY
Vanessa Mhlom, a South African wellness brand builder
Vanessa Mhlom, a South African wellness brand builder
Morongwe and Michelle Mokone, two social impact entrepreneurs building a high-growth, premium sustainable homeware business
Morongwe and Michelle Mokone, two social impact entrepreneurs building a high-growth, premium sustainable homeware business
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Dr. Phindi Cebekhulu-Msomi, an agripreneur focused on climate-smart solutions
Retang Phaahla, a pioneer for South Africa’s indigenous teas
Retang Phaahla, a pioneer for South Africa’s indigenous teas
Dr Margaret Kemigisha, a publishing entrepreneur passionate about childrens’ literacy
Dr Margaret Kemigisha, a publishing entrepreneur passionate about childrens’ literacy

IMAGE OF THE DAY. CELEBRATING WOMAN MADE IN AFRICA.

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The Laptop Pouch…We have always been big fans of The Joinery, the sustainable and ethical product design brand based in South Africa founded by Natalie and Kim Ellis, and their exciting Future Tex™ fabric
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Sustainable statement jewellery…We love the strong’ Eve 2 Collection’ designs of the hugely talented Margaux Rusita, founder of Margaux Wong in Burundi. This international, multi-cultural jewellery
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Statement earrings… Introducing Earrings from the Mamatongue Collection by Katherine-Mary Pichulik, the founder and designer behind the Pichulik line of accessories, in collaboration with Italian designer Matteo Ci
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Sculpted statement jewellery…If you want to make a statement with your accessories, then these uniquely crafted pieces by Rokus London, a fine jewellery brand founded by Marie-Paule Tano, are just for you. Roku
Image of the Day / Atelier Taila Carrilho

Statement Accessories…We love the power of accessories to make strong fashion statements, and Taíla Carrilho, founder of Atelier Taila Carrilho in Mozambique creates the most exquisite, eye-cat
Image of the Day / Savanna Premium Chocolate

Proudly Zambian chocolate…If you want to eat more of nature’s superfoods, then you have to try the fabulous range of chocolate bars lovingly made by Savanna Premium Chocolate, co-founded by C
Image of the Day / Rio Largo Olive Oil

Award-winning olive oil…If you are a big fan of olive oil, then you have to try the renowned, multi-award-winning olive oil in these stunningly beautiful decanters from Rio Largo Olive Oil in South Afric
Image of the Day / MitiMeth

Aquatic weeds transformed…We are big fans of the work by Achenyo Idachaba-Obaro,  founder of MitiMeth in Nigeria. She has built an award-winning social enterprise transforming waste and building livelihoods through
Image of the Day / Reform Studio

Sustainable accessory style…We love the aesthetic look and impact of the Sarab Knotty Hoops Bag design from Hend Riad and Mariam Hazem, co-founders of Reform Studio in Egypt. It is a great example of their mot
Image of the Day / The Joinery

The Laptop Pouch…We have always been big fans of The Joinery, the sustainable and ethical product design brand based in South Africa founded by Natalie and Kim Ellis, and their exciting Future Tex™ fabric Image of the Day / Margaux Wong

Sustainable statement jewellery…We love the strong’ Eve 2 Collection’ designs of the hugely talented Margaux Rusita, founder of Margaux Wong in Burundi. This international, multi-cultural jewellery Image of the Day / The House of Agness

An elegant floral gifting idea… Mariana Agness Francisco Eria is a creative force in contemporary floral design. Her business, The House of Agness, is a luxury florist and gifting boutique nestled in Map Image of the Day / Pichulik

Statement earrings… Introducing Earrings from the Mamatongue Collection by Katherine-Mary Pichulik, the founder and designer behind the Pichulik line of accessories, in collaboration with Italian designer Matteo Ci Image of the Day / Rokus London

Sculpted statement jewellery…If you want to make a statement with your accessories, then these uniquely crafted pieces by Rokus London, a fine jewellery brand founded by Marie-Paule Tano, are just for you. Roku Image of the Day / Atelier Taila Carrilho

Statement Accessories…We love the power of accessories to make strong fashion statements, and Taíla Carrilho, founder of Atelier Taila Carrilho in Mozambique creates the most exquisite, eye-cat Image of the Day / Savanna Premium Chocolate

Proudly Zambian chocolate…If you want to eat more of nature’s superfoods, then you have to try the fabulous range of chocolate bars lovingly made by Savanna Premium Chocolate, co-founded by C Image of the Day / Rio Largo Olive Oil

Award-winning olive oil…If you are a big fan of olive oil, then you have to try the renowned, multi-award-winning olive oil in these stunningly beautiful decanters from Rio Largo Olive Oil in South Afric Image of the Day / MitiMeth

Aquatic weeds transformed…We are big fans of the work by Achenyo Idachaba-Obaro,  founder of MitiMeth in Nigeria. She has built an award-winning social enterprise transforming waste and building livelihoods through Image of the Day / Reform Studio

Sustainable accessory style…We love the aesthetic look and impact of the Sarab Knotty Hoops Bag design from Hend Riad and Mariam Hazem, co-founders of Reform Studio in Egypt. It is a great example of their mot

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Lerato Masuku, a South African construction business builder with a passion for infrastructure development and job creation
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Olamide Alade, a Nigerian fashion brand builder with a passion for weaving cultural heritage into every garment
Mirza Jamal, a Mozambican marcomms expert empowering businesses and brands
Mirza Jamal, a Mozambican marcomms expert empowering businesses and brands
Lovable Dladla, a South African entrepreneur turning a passion for baking into a growing business
Lovable Dladla, a South African entrepreneur turning a passion for baking into a growing business
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Gladys Kgorane, an entrepreneur creating special events and wellness retreats for those looking for rest and relaxation

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LIONESS BOOK REVIEWS

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Built on Purpose: Discover Your Deep Inner Why and Manifest the Business of Your Dreams by Betsy Fore
Built on Purpose: Discover Your Deep Inner Why and Manifest the Business of Your Dreams by Betsy Fore
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The Magnetic Female Entrepreneur: The Art of Empowered Presence, Rising to New Levels of Impact and Influence, and Financial Success on Your Own Terms by Mary Grant
Women Entrepreneurs Rewired To Rise: Powerful Habits that Break Through Burnout, Silence Your Inner Critic, and Build a Thriving Business from the Inside Out  by Fiona Soutter
Women Entrepreneurs Rewired To Rise: Powerful Habits that Break Through Burnout, Silence Your Inner Critic, and Build a Thriving Business from the Inside Out by Fiona Soutter
Dream Big and Win: Translating Passion into Purpose and Creating a Billion-Dollar Business by Liz Elting
Dream Big and Win: Translating Passion into Purpose and Creating a Billion-Dollar Business by Liz Elting
After the Idea: What It Really Takes to Create and Scale a Startup by Julia Austin
After the Idea: What It Really Takes to Create and Scale a Startup by Julia Austin

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