The regular posting of articles in thematic and news media helps to form a positive image as well as establish yourself or your company as an expert in a certain field. If you need to notify a targeted audience about discounts, promotions, openings of new establishments or new products, being seen in regional media outlets can help.
Content provided through online media helps to reach out to new audiences and/or introduce a product/service to a new circle of users which in turn makes it easier for businesses to enter new markets.
In-house PR campaigns and regular content marketing help brands build a strong reputation, increase sales and earn audience loyalty.
Putting your reputation management in the hands of other people in the hopes that they write something constructive is good as long as they write positive things. However there are also cases where clients can be offended, competitors can create false negative feedback or you mess something up by mistake.
Therefore regular appearances in the media can help form a positive image of the company and minimize the consequences of any possible negative media.
In situations where reputation management is necessary (and it is almost always necessary), it is much more valuable to be in control of your own Online Reputation.