We live in a world drowning in ads.
They pop up on your phone, sneak into your feed, chase you from one website to another.
But here’s the catch: the more ads we see, the less we believe them.
Now, imagine reading about a brand in a national newspaper or a trusted online publication.
No flashy headline, no hard sell—just a real story told by a credible source.
That changes everything.
Attention vs. Trust
Advertising buys attention. Everyone knows that.
But media coverage? That’s trust you can’t purchase. It’s earned. It’s validation from a third party.
And in business, trust is the difference between “just another option” and “the obvious choice.”
Numbers That Tell the Story
- 76% of consumers trust national media more than company ads (Edelman Trust Barometer 2024).
- 83% of Indonesian consumers view coverage in national outlets as more credible than digital promotions (Nielsen 2023).
- Brands featured in mainstream media see 2.7x higher recall and 55% more business opportunities (Katadata & HubSpot).
That’s not just PR talk. That’s market behavior.
The Subconscious Shif
When you tell people “we’re the best,” they doubt you.
When media says you’re breaking barriers, winning awards, or changing the game, people lean in. They believe. They get curious. They share.
The psychology is simple:
- Ads = defense mode
- Media recognition = trust mode
And trust is what moves wallets, investors, and partnerships.
Real Example, Real Impact
A small batik boutique in Yogyakarta once got featured in Kompas.
Three months later:
- Sales jumped 300%
- Invitations to international fashion shows arrived
- Even government institutions came knocking for official orders
One article changed the trajectory of their business.
The Real Choice for Brands
So, ask yourself:
Do you want to be the brand people scroll past?
Or the brand they talk about because national media made you part of the story?
The Smart Playbook
- Craft your story – Media loves narratives, not promos.
- Bring proof – Data, milestones, real impact.
- Nurture connections – Journalists are partners, not billboards.
- Amplify smartly – Use digital channels to echo your media wins.
Final Word: Advertising might win attention for a moment. National media earns recognition that lasts.
