In Technorati’s 2013 Digital Influence Survey, 55% of respondents surveyed said they consider earned media a critical part of their marketing program.
Earned media is something that requires a public relations professional to execute. Earned media is publicity, and that’s best done by a media relations expert.
When we (yes, media relations is my very first expertise in public relations) launch a campaign to earn coverage or stories in any type of media (print, broadcast and digital, too), there is a strategy, there is integration with marketing, there is content, there is specific tactics to execute, and there needs to be news.
The biggest factor why earned media is unsuccessful is due to the fact that a company has no news but requires the agency or expert to execute on the story anyway.
Social media has forever altered how we do media relations as public relations professionals. Most journos insist they don’t need PR people; in fact, PR peeps beg to differ!
5 Tips About Earned Media
Here are considerations for your better understanding about earned media:
1. Got news? Hire a senior media relations professional to make sure you do. The addition of a board member to the advisory group isn’t news; whereas, the replacement of a CEO is (especially if the company is publicly traded).
2. Use a news release. News releases are not dead. This vehicle packages the news into the appropriate and customary format for all journos to read. It’s also the approved method of communication required for any wire service.
3. Buy a media list service. I use Cision and love it; I’m a former Bacon’s girl (nope, you can’t eat that, you Baconators!) I have also used Vocus, and have also considered every other free service or more pricey. Nothing competes with Cision; it’s tops.
4. Hire a media relations professional. (See? I repeated that!) I don’t say this lightly. It’s one thing to draft a news release with the proper style, but it’s entirely another to know where to begin to pitch media and how. The very first thing is knowledge of how and where to find that media and whether to create a list. Then, you need to know how to pick up the phone and sell the news…yes, media relations requires selling.
5. Adjust results’ expectations. As said, social media has forever altered how publicity is earned. There are many ways to get coverage for news in social channels and via online news releases, like PR Web. Getting that ultimate hit — the story in the national print newspaper, is the Holy Grail, but you can’t get there alone.