This insights post is a summary of the blog post published by The Pollack Group. View the full insight at: Beyond Buzz: How Strategic Media Coverage Builds Brand Credibility.
Getting media attention is one thing. Getting the kind of coverage that shapes perceptions, builds trust, and influences markets is something else entirely. In today’s noisy media environment, meaningful earned media isn’t optional—it’s a competitive edge.
The right coverage can elevate your brand, expand visibility, and connect you with the audiences that matter most. But quality earned media doesn’t just happen—it requires the right story, delivered to the right people, at the right time.
Credibility Through Coverage
Adequate media coverage amplifies a brand—but the right media coverage goes further, boosting visibility while building lasting trust.
Within the Worldcom Public Relations Group, our partners continually demonstrate the power of earned media to deliver credibility and measurable impact. A strong example comes from The Pollack Group (TPG), whose work with the American Camp Association (ACA) tackled the organization’s greatest challenge: raising awareness among parents about the benefits of ACA-accredited camps.
TPG designed a comprehensive PR strategy blending earned media and thought leadership, highlighting ACA’s expertise and its Character at Camp initiative. The campaign delivered more than 178 million impressions and drove a measurable increase in parental trust.
Through this effort, ACA not only gained visibility but also successfully positioned itself as a trusted authority—showing how strategic earned media can elevate credibility across an entire sector.
TPG has provided best practices for
- Target the Right Audience: Engaging with media outlets that align with your brand’s audience is a critical component of public relations.
- Establish Thought Leadership in the Industry: Successfully positioning a brand spokesperson as an industry expert can lead to increased media opportunities because experts enhance brand credibility
- Stay Relevant: Leveraging Industry Trends or Newsjacking: Taking advantage of current trends or news can position your story at the front of media coverage, but timing is everything. You want to reach reporters before any of your competitors.
Proving the ROI of PR
To evaluate success, TPG uses KPIs or key performance indicators that determine the value of the coverage earned. We use KPIs such as media quality score, audience alignment, share of voice, engagement, and conversion impact.
Get more details, examples and insights, view the full article at: Beyond Buzz: How Strategic Media Coverage Builds Brand Credibility. You can also read a recent Worldcom Editorial Insight: Media Relations Rewired: Evolving Trends and What to Do Now.
