In today’s digital-first world, where likes and shares seem to rule the marketing game, it’s easy to assume that traditional PR is no longer necessary. After all, why pursue a TV segment or a magazine feature when you can connect directly with your audience on Instagram or TikTok?
The reality is that traditional PR, including media placements and TV features, remains a powerful and essential tool for creative entrepreneurs and small business owners—especially in the New England Coastal Creative (NECC) community. Whether you’re looking to build credibility, amplify your reach, or secure lasting visibility, these tried-and-true tactics are more relevant than ever.
Here’s why traditional PR, paired with today’s social media strategies, is the perfect recipe for creative success—and how you can make it work for you.
1. Credibility That Social Media Alone Can’t Match
While social media platforms are great for sharing your story directly, earned media in a respected publication or a TV feature provides unparalleled credibility. These outlets act as trusted third-party validators, showcasing your brand in a way that feels authentic and authoritative.
For NECC members, being featured in a lifestyle magazine, a local newspaper, or even a morning TV show can elevate your reputation and make your business stand out in a crowded marketplace.
2. Amplifying Reach Through Diverse Channels
Social media reaches one audience, but traditional media—including magazines, newspapers, and television—reaches another. By combining both, you can engage audiences who might not otherwise cross paths with your brand.
For instance, a feature in Coastal Living or a segment on The Rhode Show could introduce your creative brand to entirely new markets while reinforcing your story with existing fans.
3. The Visual Impact of TV Placements
TV remains one of the most engaging platforms for connecting with audiences. A well-placed segment on a lifestyle program or news feature allows you to tell your story visually, creating an emotional and memorable experience for viewers.
For example, showcasing your product, demonstrating your creative process, or sharing expert tips during a local TV appearance can establish you as a go-to authority in your industry.
What You Can Do:
- Pitch seasonal or trending stories to local shows, such as holiday DIYs or expert tips for the new year.
- Prepare visually compelling props and talking points to maximize the impact of your TV segment.
- Share the segment on your social media to amplify its reach.
4. Longevity of Coverage
Social media posts often have a fleeting shelf life, but traditional media has staying power. A TV feature can be re-aired, a print article can remain on newsstands for weeks, and a digital magazine feature can continue driving traffic for years.
For creative entrepreneurs, this kind of evergreen visibility is priceless for building long-term brand recognition.
5. Complementing Social Media Efforts
Traditional PR and social media work together beautifully. A glowing media feature or TV appearance provides high-value content to share on your platforms, boosting your credibility and expanding your reach. Similarly, a strong social presence can help you attract the attention of journalists and producers.
For NECC creatives, this synergy ensures that every piece of coverage works harder for your brand.
6. Securing Industry Authority
A feature in a trade magazine, a newspaper interview, or an appearance on a professional podcast positions you as a thought leader. These platforms allow you to dive deeper into your expertise, share your story, and highlight the unique aspects of your creative journey.
For instance, NECC members in fields like design, photography, or fashion can use these opportunities to showcase not just their products but the passion and process behind them.
7. Building Relationships with Journalists and Producers
Traditional PR is about relationships. Journalists, editors, and TV producers are storytellers at heart, and building connections with them opens doors to features and opportunities. These relationships add depth and professionalism to your brand’s story.
What You Can Do:
- Research journalists and TV producers who cover your industry or region.
- Personalize your outreach with specific ideas that align with their audience.
- Follow up and maintain the relationship, even after your feature airs or is published.
8. Navigating Crisis Communications
When challenges arise, a strong traditional PR presence can make all the difference. A well-placed statement in a trusted publication or an interview with a reputable journalist can help mitigate damage and rebuild trust in ways that a single Instagram post cannot.
How to Secure Media and TV Placements
For NECC members and other creative entrepreneurs, securing media and TV coverage is achievable with the right approach. Here are some actionable steps:
- Develop a Newsworthy Angle: Tie your story to current events, seasonal trends, or unique aspects of your craft.
- Create a Media Kit: Include high-quality visuals, your bio, and key information about your brand.
- Pitch to Local Media: Start with outlets in your community—they’re often looking for local stories to highlight.
- Network with Media Professionals: Attend workshops, conferences, and NECC events to build valuable connections.
- Leverage Your Social Media: Use your platforms to demonstrate your expertise and attract the attention of journalists and producers.
Traditional PR, media placements, and TV features are far from outdated. They remain vital tools for building credibility, amplifying reach, and creating lasting visibility for creative entrepreneurs and small business owners.
For creative brands, integrating traditional PR with modern social media strategies is the key to telling your story in a way that resonates, inspires, and connects.
