Usually when people think of media coverage they only think of large news media organizations or say people with millions of followers as that would logically give you the best potential audience reach for your product or service. But recently I saw a company invite even small media outlets to attend their event and with that they definitely got a wider range of voices that should expand their demographic reach. Sometimes the people with a smaller niche audience may have a more targeted base with higher odds they will support your business.
Especially for larger events where you can have more people, it shouldn’t hurt to have as many eyes on you as possible. I am actually surprised when people still have a very old school mentality of just spending say your $10,000 ad campaign on say one source when nowadays you can actually get an army of people for a lot less and can possibly generate more tangible results.
In the end too, it also builds as sense of trust and community for bigger businesses as if people see they are supporting everyone and not just say millionaires then customers will see that too often in a good way. A lot of people nowadays are more skeptical if companies just bring wealthy and popular people to promote a business too as it seems ingenuine.