Interview of the week: The Power of syndication
“When Mexico sends its people, they’re not sending their best … They’re sending people that have lots of problems, and they’re bringing those problems with us. They’re bringing drugs. They’re bringing crime. They’re rapists. And some, I assume, are good people.”
Almost everyone can remember hearing this quote for the first time. If President-elect Donald Trump taught us one thing during his historic campaign, it’s that a quote can travel vast distances as fast as you can click your mouse. In today’s share-heavy social media age, one soundbite can reach across the globe in an instant.
At Gregory FCA, we’re all about harnessing the power of the media to meet our clients’ communication goals. In some cases, this requires casting a wide net to deliver a message to as many people as possible. As news outlets work to cover multiple story-lines and breaking news, they often work together to syndicate coverage in order to better reach their readers and stay on top of the day’s headlines.
In this spirit, we’re highlighting a recent Associated Press article —“Some advice for borrowers and investors: Take a deep breath” – which featured our clients’ commentary and was syndicated to a number of top-tier outlets, including The Washington Post, The New York Times, Yahoo! News, The Chicago Tribune and ABC News, among others. These publications garner a combined total of 287 million unique visitors per month on a local and national scale. Syndications of this story made the audience reach 22 times larger than if the story had ran in just the AP.
Syndication also provides a way for clients to reach local publications, which can sometimes be difficult. In this case, Mike Mussio of FBB Capital Partners, a Bethesda, Md.-based RIA, was featured in the Washington Post. For clients looking to get in front of local audiences, taking advantage of an opportunity with an outlet like the AP provides great opportunity.
So what value can syndication add to your communications campaign? Before passing on a quick hitting interview, keep in mind the long-term value it stands to generate. A chance to connect with a reporter at a single outlet could lead to the story getting picked up by a number of major news outlets, putting you in front of a whole new audience and a market you may not have previously been exposed to.
With headcounts shrinking at news outlets across the country, the opportunities to secure syndicated coverage will continue to proliferate as reporters’ litany of responsibilities (reporting, writing, editing taking pictures, posting to social media) continues to grow.
Stay tuned for more “Interview of the Week” posts to come in 2017. From podcasts to video to new forms of media, we can’t wait to see where our clients will be featured next year.