Tell someone something is excellent and they will usually want to know what is wrong with it. Quite simply, good news is too good to be true in most people’s eyes!
Coverage in the media that is perceived to have been written by an independent journalist will shape the way that potential purchasers perceive a company or product.
I believe (although I would day that wouldn’t I?) that editorial exposure in the media has no competitor in this respect. In most circumstances independent endorsement from a journalist has great power. If the media is shown to believe in you, then your customers and prospects will too.
You might even ask the question: “Is free editorial generated through public relations activity the ‘ultimate advert’ for a business?”
