How often have you come across a product roundup that has fine print included, indicating the article is sponsored? Or maybe you’ve seen the popular line noting the publication or blog might receive a commission from affiliate links. And of course, some of your favorite YouTubers, TikTokers and Instagram influencers are receiving free merchandise and commissions for recommending this product or that one.
Don’t get me wrong, I’ve been influenced by those very videos, and as recommended reels become more and more tailored to what I’m interested in or selected to fit my needs, it’s hard not to wonder if that miracle cream really will make my skin glow and vibrant.
But at the end of the day, I recognize that this is paid placement. That national magazine’s product roundup is full of paid placements, and that life-changing mascara in the YouTube video might as well be an ad. In a world full of promoted placements, it can be hard for a product to stand out, especially when cruelty-free products can get lost in the mix.
That’s not to say those placements aren’t valid or even true, but there’s a certain level of skepticism that can come with advertising and paid media because it’s not an objective recommendation or opinion. Advertising is a part of a good marketing plan, but it can’t stand alone.
If earned media isn’t a prominent part of your marketing plan and cruelty-free public relations strategy, you’re missing out on one of the best ways you can connect with consumers, a.k.a. your target audience.
This Entrepreneur article says it best:
Out of the three media pillars, earned media creates the highest trust between a brand and its audience. The fact that the brand’s message has been filtered through a third party immediately raises its credibility.
Trust is what consumer relationships are built on. Consumers want to trust the media they’re watching, and they want to believe the message the company is putting out. Public relations can make both happen. We specialize in securing earned media placement and can make you a thought leader in the field, earning the respect of both your peers and your customers. Through targeted media outreach, we can also share your message and secure coverage for your product.
If you’re looking for genuine, honest coverage that will help you share your story and get your product the spotlight it deserves, it’s time to contact Orange Orchard.