4 ways to leverage paid media opportunities to position your brand

by | Feb 18, 2022 | Analysis, Public Relations

In today’s changing media landscape, it has become harder to secure an editorial opportunity. Many media outlets have moved to a ‘pay to play’ business model where brands will have to pay a cost to secure a sponsored segment in morning shows on TV and radio or an advertorial opportunity in a print and web publication. However, instead of turning down the paid media opportunities that come from your earned media outreach, why not evaluate the opportunities and find ways to use it to communicate your brands key messages.

Here are some ways brands can leverage paid media opportunities to communicate its key messages.

1. Leverage sponsored segments on TV

Producers of morning, afternoon and weekend shows on TV can very quickly look at a pitch and understand when a brand is trying to push its campaign messaging. As a brand, it can be hard pitching segment ideas to producers featuring its new campaign when producers will not see the value of the pitch. However, instead of shutting down suggestions from producers about considering sponsored segment opportunities, why not consider the value of the segment.

If your brand is a retailer, consider taking advantage of the sponsored segment opportunity to pitch story ideas featuring your products. This way your brand has more control over the segment and can showcase the features and benefits of its products in a unique way.

2. Leverage sponsored episodes on podcasts

Podcasts are growing in popularity and currently according to Podcast Insights there are over 900,000 podcasts. However, just like segments on TV or radio, it can be hard pitching a producer and host of a specific podcast, if the pitch is tied to a brand campaign. Those producers and hosts most times will try to push for sponsored episodes to bring in advertising revenue.

If your brand has a specific campaign it would like to promote, consider a sponsored episode on a podcast. Your brand can have control over the topics, the questions and even the structure of the interview.

3. Leverage sponsored segments on radio

Not only does radio still offer an affordable commercial rate and a large listener base, but it is still a safe and consistent advertising format.

If your brand is buying radio advertising with a specific radio stations, consider reaching out to the promotions coordinator from those stations to see what other ways the brand can leverage the partnership. For example, would the radio station be open to having a spokesperson from the brand on the morning or the afternoon show? Would they be interested in doing a giveaway or just briefly mention the brands campaign on air? Most times, the promotions coordinator would be happy to work with the brand, since it is already buying advertising from the station.

4. Leverage sponsored editorials in print and web business publications

Advertorials are advertisements that provide the same high-quality content as an editorial piece, but the only difference being it clearly states in the article that an advertiser made the post.

If your brand is looking to increase the number of thought leadership pieces written by its executives, consider advertorials in business print and web publications. This way through the content the executive can showcase their insights about a specific industry topic and raise awareness about the programs and services the company is implementing.

Samiha Fariha
Samiha Fariha is a Senior Consultant in the Brand Marketing Practice at FleishmanHillard HighRoad, where she works to help provide communications counsel to wide variety of clients in financial services, optical retail, home devices and appliances. Follow Samiha on Twitter or connect with her on LinkedIn.


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