The Power of Media: Media Strategy, Reach, Coverage & Reputation - Essay Sample

Introduction

Media plays an essential role in making brands and companies accessible. Media takes part in advertising the brands to the clients through platforms such as Facebook, Twitter, LinkedIn as well as YouTube. Despite these benefits of media, it can tarnish the reputation of the brand. This paper will offer a discussion on media strategy, media reach or frequency, media coverage as well as reputation management of my brand.

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Question 1: Media strategy

All three elements owned, paid, and earned are necessary to a digital media strategy. Owned media sites are extensions of your brand and the creation of additional platforms for people to interact with your brand. Earned media strategy requires regular maintenance. Owned media is when an individual leverages a channel which he or she has created and can control. Owned media can be your websites, company blog as well as the individual youtube channel.

Earned media is equal to online word of mouth and the mode which strives traffic, sentiment, and involvement around a brand (Remhof, Candussi, and Grisold, 2017, 256). Earned media occurs when your clients, the public, or the fourth estate share your information, talk about your brand orally, and discuss your brand. Earned media is most credible and transparent since the customer's talk of the brand basing on their experience with it.

Paid media is a more excellent way of promoting content for the generation of more earned media and can be used in driving traffic directly to your owned media properties. Paid media entails an individual who has a brand paying a third party such as sponsors and advertising your brand on third party sites. Combining all the elements mentioned above of media strategy results in a more compelling brand.

Question 2: Media Reach and frequency

Media reach refers to the total number of individuals who will get access to the information about a particular brand through certain media over a given period. While media frequency refers to the number of times that people are exposed to information about the brand. My brand intends to maximize its media reach through expanding our clients and improving brand awareness regularly to have a competitive advantage, evaluating the existing strategies in the marketplace, planning through the formation of closer connections with the current clients, also coming up with new inventions on enhancing brand portfolio with new offerings and packages.

My brand intends to optimize its media reach through using media platforms such as Facebook and Twitter advertisements to promote the content of the brand. Also, the brand will optimize media reach through keeping the content and image of the brand consistent. Through the provision of brand content, which is in line with the subject matter and tone. My brand intends to optimize media reach through posting during slow hours when few people are online to prevent readers from just scrolling the data up without reading it. For instance, the brand will be posting on LinkedIn between Tuesday and Thursday between 7 am, and 8 am while on Facebook on Thursdays and Fridays between 1 pm and 3 pm. Lastly, media reach optimization of my brand will be through the promotion of my brand profiles on every media platforms such as my website, business cards, as well as my email.

Question 3: Media Coverage

The geographical coverage used by my brand is that it covers many areas since, as a brand, we make use of different social media platforms such as radio for advertising, which makes it easier to reach all the people who have and listen to the radio. Also, the brand makes use of twitter and Facebook, which makes it easier to reach the majority of our clients.

Question 4: Media Efficiency

The brand is achieving an efficient CPM/GRP outcome because it is making use of the allocated resources according to the intentions of the owners, and delivering the expected results, which include the number of customers, has increased. There is also an increase in earned media through the customers making their brand to be more accessible. Similarly, the brand has a robust and unique value proposition, and it has identified and understood their target audience.

Question 5: Reputation Management

The reputation of accompany plays an essential role in determining the profit it generates. Status of a brand is formulated by the public, media, investors, and consumers. A positive reputation tends to attract more customers. Through social media platforms, customers can engage with the company concerning their products.

My brand has a positive reputation because the employees and senior management follow the brand values and prioritize the stakeholders. They lead as an example through teaching the values of the brand in the culture of the organization as well as daily activities. Secondly, the brand has a risk management structure that is involved in the identification of the challenges facing the brand and resolving it. Thirdly, the brand has improved customer satisfaction, which has increased in the number of customers purchasing the products of the brand. Additionally, the brand is making use of social listening tools in responding to negative responses concerning the brand on social media. This has been achieved by reacting quickly to the comments of the users through giving empathetic and diplomatic replies.

The negative reputation issues that my brand has to include the foremost lack of professionalism. Some of the workers whom we involve in marketing as well as promotional activities, tend to lack certifications in these fields, which are typical to tarnish the image of this brand. Secondly, the brand has been experiencing a breach of data, which has resulted in customers losing trust with our brand, clients have been blaming the company for losing their data, and even they feel uncomfortable giving personal information to the brand due to the previous issues with data beach. As a result, they tend to look for brands that have an untarnished reputation in terms of data protection.

Also, the brand has a negative reputation whereby there have been people making negative comments on social media concerning our brand. Additionally, customer service failures, if customers are treated poorly, a corporation risk is essential in damaging the brand reputation, which will result in brand losing key references who will not recommend the brand to business associates, family members, and friends.

The brand has a negative reputation in terms of low employee satisfaction. The satisfaction of employees in terms of working condition as well as their payment results in positive reputation of the brand .on the contrast this brand has been having disputes between employees and employer especially the content workers who had been lamenting of low wages this has, in turn, resulted in a bad reputation of the company.

Bibliography

Remhof, R., Candussi, T., and Grisold, T., 2017, July. It's more than Paid, Owned, and Earned: Towards an Extended Marketing Model:'OPENS'. In ECSM 2017 4th European Conference on Social Media (p. 256). Academic Conferences and publishing limited.