Reaching out to the right media is a crucial component of any successful public relations strategy. Lots of times, you'll notice that media is categorized into tiers based on Domain Authority (DA), so let's dive into what this means.
What is Domain Authority?
Domain Authority is a metric that predicts how well a website will rank on search engine result pages. It is scored on a scale from 1 to 100, with higher scores indicating a stronger ability to rank. Domain Authority considers various factors like the number of backlinks, the quality of those links, and other website-specific metrics.
Understanding Tier 1, Tier 2, and Tier 3 Media:
Tier 1 (DA 85-100):
Criteria: Publications with a Domain Authority between 85 and 100 are considered Tier 1. These outlets have a strong online presence, are widely recognized, and have a significant influence in their respective industries.
Examples: The New York Times (95), The Wall Street Journal (94), BBC (94), Forbes (95), Harvard Business Review (92).
Benefits of Coverage:
Maximum Exposure: Tier 1 outlets provide exposure to a vast and diverse audience, maximizing the visibility of your brand or message.
Credibility Boost: Being featured in reputable publications enhances your brand's credibility and trustworthiness.
Influence and Thought Leadership: Tier 1 coverage positions your brand as an industry leader, influencing opinions and shaping narratives.
Tier 2 (DA 60-84):
Criteria: Tier 2 media outlets have a solid online presence and influence, but not as extensive as Tier 1. They may cater to specific niches or have a regional focus, providing valuable insights and information to a diverse audience.
Examples: Purewow (83), Who What Wear (83), Byrdie (76), The Zoe Report (77), Brit + Co (83)
Benefits of Coverage:
Targeted Audience Reach: Tier 2 outlets allow you to target specific demographics or industries, tailoring your message to a more focused audience.
Niche Authority: Coverage in Tier 2 media establishes your authority within specific niches or industries, making your brand more appealing to targeted markets.
Networking Opportunities: Engaging with Tier 2 outlets can lead to valuable connections within niche communities.
Tier 3 (DA under 59):
Criteria: Tier 3 includes publications with a Domain Authority below 59. While these outlets may have a smaller reach, they can still be valuable for targeted outreach and niche-specific content.
Examples: Industry blogs, local news websites, emerging online magazines, community newsletters. Sustainably Chic (47), The Good Trade (59), East End Taste (58), Home Business Magazine (64), Beauty News NYC (46)
Benefits of Coverage:
Local Impact: Tier 3 outlets are often more locally focused, making them ideal for building community relationships and garnering local support.
Affordability: Outreach to Tier 3 media can be more cost-effective, allowing you to achieve coverage with a smaller budget.
Specific Audience Engagement: Tier 3 coverage helps engage with highly targeted and specific audiences, ensuring that your message resonates with a niche community.
Understanding the domain authority of the media featuring your brand in their articles lets you tap into the perks of being associated with those reputable sources - i.e. greatly boosting your SEO and online presence!