Beyond Social Media: Why Press Coverage Still Matters for Your Online Store

While social networks and influencers hold a prominent place, the power and impact of the traditional press are sometimes overlooked. However, having your brand mentioned in a newspaper, a magazine, or even on television is still a powerful lever to boost your reputation and establish your credibility. Getting media coverage can make a difference, both for a young online store looking to make a name for itself and for a more established brand. In this article, you'll learn how to get your brand talked about in the media.

Why target the traditional press?

The press plays an essential role in building a brand’s image. Unlike paid advertisements, news articles bring credibility that few other channels can offer. When the media talks about you, it means that you have captured the attention of impartial third parties, which builds consumer confidence in your brand.

This trust is even more valuable in a context where French people are becoming more and more wary of social networks. In fact, a mere 14% of them trust social networks according to the Media Rating 2024. In contrast, 67% of French people rely on local media and 56% on the written press, making these channels ever-relevant levers to strengthen the credibility of an online store.

What are the benefits of using media for an online store?

• Increased awareness: The visibility that the press provides makes it possible to reach a wide audience. Potentially reaching consumers who might not have heard of your brand otherwise.
• Enhanced credibility: Being mentioned in a press article still confers a certain amount of legitimacy. The public generally associates being mentioned in the press with a recognition of your expertise or the quality of your products.
• Boost SEO: References to your brand in online articles of influential newspapers or magazines improve the ranking of your ecommerce site in search engines. Backlinks, especially those from sites with high authority, are among the three most valued criteria by Google for SEO.
• Diversification of communication channels: The press is not limited to an online audience. The media brings together paper newspaper readers, TV viewers and radio listeners. In addition to allowing you to diversify your marketing efforts, this variety offers diverse budget options depending on the media.

How do you get people talking about you? Keys to capturing media attention

Create a compelling story

Journalists are primarily looking for storytellers with the latest catchy stories to share with their audience. Your product may be innovative, but it is mainly the story around this product that will attract the press’s attention. Think about angles that can captivate, and use storytelling techniques. Do you have an inspiring creative story? Is there a social mission that sets your business apart? Do you have innovation that solves a major problem?

For example, during the Tokyo Olympics, cardboard beds made the rounds across the media around the world. Why? Because it was an initiative that was original, innovative, and in line with current ecological concerns. This kind of approach not only attracts the press, it can even create buzz.

Organize special activities

Events, whether physical or digital, are great ways to capture media attention. Whether it’s a product launch, a charity event, or an original initiative, original activities give journalists a reason to talk about you.

Imagine that you are launching an awareness campaign for a cause related to your business. Organizing an impactful activity (a pop-up store in an unexpected place, a collaboration with an artist to create a limited edition or a design competition), increases your chances of attracting the attention of local or even national media.

Use Public Relations (PR)

PR is a classic but still-effective lever. Working with a PR professional or a specialized agency can make it easier for you to get in touch with journalists. These experts often have established relationships with the press and know how to put your brand in the right light.

If you prefer to manage this internally, preparing a complete and polished press kit is essential, including a presentation of your brand, high-quality photos, relevant quotes, and any other information that may be of interest to a journalist.

Write sponsored articles

Sponsored articles are another way to see your online store appear in the press. By paying for a space in a magazine or news website, you can control the message and make sure the strengths of your product or service are highlighted.

However, make sure to provide articles that offer real value to the reader. If it’s just to promote your brand, you’re moving into advertising.

Reach out to journalists directly

Don’t wait for reporters to come to you. If you have information that you think should be disseminated, do not hesitate to contact journalists specializing in your sector directly. You can search directly on the media sites, social networks, or LinkedIn to get their contact information.

Personalize your emails, be concise, and get straight to the point. Explain why they might be interested in your story, and offer them an interview or additional information.

Conclusion

Being mentioned in the press is a valuable asset for any brand that seeks to make itself known and gain credibility. It takes a well-thought-out strategy and careful execution, but the results are worth it. Whether it’s through a compelling story, effective public relations, or special activities, there are many ways to get people talking about you. So, why not start planning your next media appearance today?