The general public today is understandably skeptical about marketing. People are so used to be marketed to wherever they turn that they are almost constantly on guard, insistently filtering out the marketing overtures that are made toward them. That presents a problem for those in the marketing industry, because it means that even relatively well crafted campaigns can fall on determinedly deaf ears. This means that it often makes sense to take a step back and look into more productive ways of getting a marketing message across.

One recent Nielsen study suggests an appealing option. The research group in question found that people were 88% more likely to take a marketing message into account when it was delivered by a trusted journalist, instead of directly by marketers themselves. Even when the substance of the message remains exactly the same, people are more apt to consider information and perspectives that are conveyed by putatively disinterested sources.


Of course, marketers have long recognized this fact and sought to take advantage of it through carefully calculated releases for members of the press. One thing that has changed is that people have become so much more cynical in their orientation toward marketing that such a pr media release has become far more valuable than in the past.

That is not to say that simply sticking with the related conclusions of old makes sense, though. In addition to being more skeptical than before, people are also more demanding about the quality and richness of the media they consume. Simply delivering a properly targeted story to the right journalists might produce some results, but there are good ways of going beyond this in even more fruitful fashion.

What this often means in practice is create a pr rich media release that will give a journalist more than just what is needed to write a given story. Instead, what a pr rich media release will offer will be a variety of digital assets that will support that story in natural, productive ways, allowing for a far more comprehensive final experience.

That could mean pairing a release with some video that will expand on a particular point for readers or with an infographic that can be shared on social media sites. The particular combination of assets should serve the pr ultimate point and goal, meaning that thinking about these issues on a case-by-case basis will make the most sense. When properly put together, though, this can be a powerful way of overcoming skepticism.