What is Earned Media and Why is It Valuable?
Earned media refers to publicity and coverage you receive without paying for it—news articles, reviews, social shares, and word-of-mouth. In an age of advertising skepticism, earned media carries outsized credibility.
How Do You Develop an Effective Communications Plan?
A comprehensive communications plan includes:
What Objectives Should Your PR Strategy Include?
Define what success looks like:
- Awareness metrics (reach, impressions)
- Engagement goals (shares, comments)
- Behavioral outcomes (website visits, conversions)
- Reputation measures (sentiment, share of voice)
Who Are Your Key Stakeholders?
Identify key stakeholders:
- Media outlets and journalists
- Industry influencers
- Community leaders
- Potential partners
How Do You Secure Earned Media Coverage?
Getting media coverage requires strategy and persistence:
How Do You Build Media Relationships?
Build relationships with:
- Beat reporters covering your industry
- Editors at target publications
- Producers at relevant broadcast outlets
- Podcast hosts in your niche
What Makes an Effective Media Pitch?
Craft pitches that:
- Lead with the news angle
- Explain why it matters to their audience
- Offer exclusive access or information
- Make the journalist's job easier
What Types of Earned Media Should You Pursue?
News Coverage Opportunities
- Company announcements
- Industry commentary
- Trend analysis
- Expert opinions
Feature Story Opportunities
- Company profiles
- Leader interviews
- Case studies
- Behind-the-scenes content
Contributed Content
- Bylined articles
- Op-eds and thought leadership
- Guest posts
- Podcast appearances
How Do You Measure PR Success?
Track meaningful metrics:
- Media placements by outlet tier
- Message pull-through in coverage
- Share of voice vs. competitors
- Referral traffic from media mentions
Let Consult Marketing Group develop a PR strategy that raises your profile. Contact us to discuss your communications goals.