Page 16
ManageMent
www.us-tech.com
The Power of Media Coverage: Building Trust through Credibility in B2B Markets
By Jeff Elliott, President, Power PR
book Influence: The Psychology of Persuasion (1984, Harper Business), underscores the pow- er of social proof and authority. Social proof explains how indi- viduals look to the actions and opinions of others to guide their choices, especially in uncertain situations. Authority reflects the weight carried by those per- ceived as knowledgeable or cred- ible. These principles are at the heart of why third-party media coverage resonates so deeply with audiences.
P
sychological research, par- ticularly by Dr. Robert Cialdini in his seminal
Credibility and Trust In today’s competitive in-
dustrial market, gaining credi- bility and trust can be challeng- ing. Independent media coverage has proven to be one of the most effective ways to establish au- thority and demonstrate reliabil- ity. By focusing on newsworthi- ness and merit, companies can ensure their stories are featured in reputable publications, signif- icantly enhancing their market presence and influencing cus- tomer decisions. For EonCoat, a company producing innovative protective
coatings, this approach has been transformative. Over the past 15 years, their technological ad- vances and dedication to solving industry challenges have result- ed in more than 200 articles pub- lished in respected trade publica- tions.
“People read articles in a
trade magazine, and they don’t see it as marketing. They view it with much more credibility than they would any form of market- ing,” explains Tony Collins, founder of EonCoat. Each well-crafted article not
only highlighted their expertise but also differentiated their tech- nology by focusing on real-world applications and customer suc- cess stories. “The more often people hear
Wire Processing Solutions
Enhance operational efficiency and productivity with innovative solutions from the Komax Group. Harness our combined expertise to access a comprehensive suite of products and services, all designed to deliver optimal performance, superior quality, and exceptional value to your wire processing operations.
about you from third-party sources, the more comfortable they become with you. The more people that see your name, the more they recognize your compa- ny as legitimate,” adds Collins. Articles in trusted publica-
tions are perceived as unbiased and authoritative. Repeated ex- posure in respected media builds recognition and trust, helping potential customers feel more confident in their decisions. Telling a customer’s story
within an article creates a dou- bling effect of trust and credibili- ty, as it showcases real-world re- sults and customer satisfaction. For complex technologies specific to industrial markets, these arti- cles provide a platform to clearly and effectively tell your story, of- ten with a depth not possible in other formats.
Complementary Promotion Independent media coverage
also complements other promo- tional efforts. Data shows that well-placed articles can build trust and authority, which in turn makes advertisements more com- pelling. When used together, arti- cles and advertising create a syn- ergistic effect — articles provide the credibility and authority that make audiences more receptive to ads, while ads broaden the reach of the articles by driving traffic to the content. Reposting articles, sharing key excerpts, and inte- grating mentions in advertising
campaigns can significantly ex- tend the value of both, ensuring a cohesive and effective promotion- al strategy.
Published trade articles re-
main available and relevant for extended periods, serving as en- during endorsements. Prospects often encounter these articles during independent research, making the discovery feel organ- ic rather than promotional. For industrial firms, this approach is particularly valuable, as it estab-
In today’s competitive industrial market, gaining credibility and trust can be challenging. Independent media coverage has proven to be one of the most
effective ways to establish authority and demonstrate reliability.
lishes authority, builds trust, and showcases expertise in solv- ing real-world challenges. “An article was published
over a decade ago on a specific benefit of our product and we are still on the first page of Google [organic] search term results un- der the primary keywords, and we still get calls about it fairly of- ten,” says Collins. EonCoat’s success story high-
lights how strategic media out- reach can drive meaningful re- sults. For companies aiming to strengthen their industry posi- tion, independent media coverage offers a powerful means to demon- strate value, establish trust, and ultimately, foster growth. Moreover, this enhanced
visibility and credibility can also contribute to increasing the over- all value of your business, mak- ing it more appealing for various opportunities such as attracting new partnerships, securing in- vestor interest, entering new markets, improving employee re- cruitment, retaining top talent, and, when the time comes, achieving a higher valuation in a
potential sale. Contact: Power PR, 24544
Hawthorne Boulevard, Torrance, CA 90505 % 310-787-1940 E-mail:
contact@powerpr.com Web:
www.powerpr.com r
September 2025
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96
