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8. If you are running a contest, placing a new interactive program on your site, winning an award, taking donations for a charity or doing anything noteworthy online, it is of interest in offline world. The media can act as a funnel for people who spend less time than you and I do in front of a computer screen.
9. In mainstream media, you are trustworthy. If they see it on TV or in newspaper, people believe it. (Funny, they SAY they don't trust media, but their actions speak louder.) Since web marketing is about relationships and trust (That is your strategy, right?), you can build that relationship with people who are only now getting online or who may not even be online for another couple years. By time they are ready to buy from you, relationship has already begun because they have carried your offline credibility (that's biggest value of media coverage) with them onto Internet.
10. In mainstream media, you are real. I know many people who still don't buy anything online. They simply do not trust someone they cannot see. Sure, you might be honest, but how do they know? You could disappear into ether tomorrow. While bricks-and-mortar stores can close just as fast, there is an impression that they are more real and more permanent. You can increase your realness and permanence through a media presence, and thereby increase your customer base.
Media relations is not always easy and not everyone can make it. You have to have something interesting to tell and have a creative way to make it newsworthy. But it is a low-cost way to drive traffic to your web site. And you may not need to get onto front page of USA Today to succeed. You may simply want a mention in a few niche magazines where your targeted traffic can be found.
So if you don't like idea of being a million entries down on a web search, or even 60 entries down, consider a low-cost, effective alternative – media. With right angle, media relations and publicity can expand your traffic faster than search engines.
After a decade and a half as one of Canada's top consumer advocates, often conducting over 600 media interviews each year, David Leonhardt is sharing his knowledge with others. Pick up a copy of his special report "Get In The News!" at http://www.TheHappyGuy.com/publicity-self-promotion-report.html