The key to building an authoritative media presence is using all the available resources. Plus, a successful authority strategy includes identifying target audiences and understanding how audiences gather information.
One good way to increase brand awareness is by being featured in the news. Many people still get their community information from the local news, so it's always effective for a company to direct attention to their business by coming out on the local news.
In general, that maxim may be true. However, if you're in competition with someone who is using authority marketing strategies, you'll find yourself at a huge disadvantage. In this specific case, all things are not equal.