Publicity has an image problem. It’s a word that conjures up images of celebrity scandals splashed across magazine covers, or smarmy politicians kissing babies on the campaign trail.
No wonder some business owners and industry experts hesitate to seek media coverage, fearing it may come across as self-serving or egotistical. But here’s the truth: wanting publicity isn’t about stroking your own ego—it’s about smart business strategy. In fact, positive, proactive media coverage is one of the most powerful tools in your marketing mix.
Publicity Positions You as a Leader
One of the biggest advantages of positive publicity is how it positions you as a leader in your industry. When a trusted media outlet features your business, it signals to your audience that you have expertise, authority, and valuable insights to share. This is the kind of third-party endorsement that money simply can’t buy. Unlike paid advertising, publicity leverages the credibility of established media to highlight your business in a way that feels organic and trustworthy. This kind of media coverage is often referred to as “earned media”.
Credibility and Trust: The Media Effect
Think about the brands and business leaders you admire. Chances are, they have been featured in news articles, interviewed on TV, or quoted in industry publications. Media exposure creates the perception that your business is successful and worth paying attention to. After all, if journalists are interested in your story, then potential customers and clients will be too.
In a world where consumers see literally thousands of ads every week, earned media provides a level of authenticity and cut-through that paid media simply can’t match. A well-placed news story or feature article builds trust and reassures potential customers that you are the real deal.
Publicity Helps Generate Leads
Beyond credibility, media coverage has a direct impact on lead generation. A well-timed article, podcast interview, or news feature can drive traffic to your website, increase enquiries, and even result in direct sales. Unlike a short-term ad campaign, publicity has a lasting effect—you’re more likely to remember an authentic news piece than a salesy spruik.
PR: A Key Player in Your Marketing Mix
Often, businesses pour all their marketing efforts into paid advertising and social media—and while these are certainly important, positive publicity plays a crucial role in brand building and positioning.
Good PR strategy means proactively seeking opportunities to shine the media spotlight on your expertise and valuable work—creating positive publicity that has long-term impacts. Including PR in your marketing strategy ensures that you are seen as an industry leader, builds long-term credibility, and supports lead generation efforts.
Strategy, Not Ego
Far from being about ego, seeking publicity is about being strategic. It’s about making sure your business is seen, heard, and remembered for the right reasons. So, if you’ve ever hesitated to put yourself or your business out there, it’s time to rethink that mindset. Publicity isn’t about boasting—it’s about ensuring your business thrives. And in a world saturated by advertising, can you really afford to overlook it?
