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Top Strategies on How to Get Earned Media Coverage

Top Strategies on How to Get Earned Media Coverage

Unlike paid media, which involves buying advertising space, earned media is the result of media coverage that is gained through promotional efforts such as public relations, content marketing, and social media marketing. It is also a cost-effective way to generate leads, drive traffic to your website, and increase conversions. In this article, we will explore some of the best strategies for getting earned media.

  1. Develop a Strong Brand Story

To get earned media, you need to have a compelling brand story. A brand story is the narrative that describes your company’s history, mission, values, and vision. It should be engaging, emotional, and authentic. Your brand story should also be aligned with your target audience’s interests and values. By developing a strong brand story, you can create a powerful connection with your audience and increase your chances of getting media coverage.

  1. Identify the Right Media Outlets

To get earned media, you need to identify the right media outlets. Research the publications, blogs, and websites that your target audience reads. Identify the journalists, editors, and bloggers who cover topics related to your industry. Create a list of the media outlets that are most likely to be interested in your brand story. Once you have identified the right media outlets, you can start building relationships with the journalists and editors who work there.

  1. Build Relationships with Journalists and Editors

Building relationships with journalists and editors is critical to getting earned media. Reach out to them via email or social media, and introduce yourself and your brand. Provide them with a brief overview of your brand story, and let them know why you think their readers would be interested in your story. Offer to provide them with additional information, such as data, research, or interviews with your subject matter experts.

  1. Provide Valuable Content

To get earned media, you need to provide valuable content to journalists and editors. This can include research studies, whitepapers, infographics, and expert opinions. By providing valuable content, you can establish yourself as an authority in your industry and increase your chances of getting media coverage.

  1. Participate in Industry Events

Participating in industry events is a great way to get earned media. Attend conferences, trade shows, and networking events related to your industry. Be an active participant and engage with other attendees. Provide value by sharing your knowledge and expertise. You can also leverage these events to connect with journalists and editors who are covering the event.

  1. Use Social Media

Social media is a powerful tool for getting earned media. Use social media platforms to engage with journalists and editors. Follow them on Twitter and LinkedIn, and share their content. Like and comment on their posts, and share your insights and opinions. You can also use social media to promote your brand story and content.

  1. Be Timely and Responsive

To get earned media, you need to be timely and responsive. Respond promptly to journalists and editors who reach out to you. Provide them with the information they need as quickly as possible. Be available for interviews, and make sure you are prepared with key messages and talking points. You should also be aware of current events and trends that are relevant to your industry. Pitch stories that are timely and relevant to what is happening in the news.

  1. Monitor Your Coverage

Monitoring your coverage is important to gauge the effectiveness of your earned media strategy. Use tools such as Google Alerts, Mention, and Hootsuite to monitor media coverage of your brand. Analyze the coverage to determine what is working and what is not. Use this information to refine your strategy and improve your results.

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Whether you just need a quick PR-related question answered, an unbiased review of a press release, a sounding board for whether your pitch should be offered to everyone or as an exclusive – PRIME|PR is ready to help.

If you need more – top level strategy on messaging and branding, creative pitch creation and execution to get more ink, or a fully integrated PR and marketing campaign from scratch, PRIME|PR is your agency. Let us show you what we can do.

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Thanks for stopping by, visting the PRIME | PR website, and your interest in working with us.

Whether you just need a quick PR-related question answered, an unbiased review of a press release, a sounding board for whether your pitch should be offered to everyone or as an exclusive – PRIME|PR is ready to help.

If you need more – top level strategy on messaging and branding, creative pitch creation and execution to get more ink, or a fully integrated PR and marketing campaign from scratch, PRIME|PR is your agency. Let us show you what we can do.

At PRIME|PR, we understand that selecting the right public relations partner is crucial for your business. To help you make an informed decision, we’ve compiled a list of frequently asked questions tailored to the overall industry and specifically to our agency.

Answer:  At PRIME|PR, we have extensive experience in technology and B2B industries, successfully representing a diverse range of clients from start-ups to Fortune 100 companies. Our team of experts stays up-to-date on industry trends, ensuring we have the necessary knowledge and expertise to effectively represent your company. Our founder, Nicolia Wiles, was a Gartner analyst before starting PRIME|PR and has some of the best tech expertise f any PR professional today.

Answer: This is one of the most important questions to ask any PR firm. Unlike other firms that have different bills rates for staff according to title/position, we use a single bill rate of $150/hour for everyone that works on your account – but one of the biggest differences for our firm is that we have no junior staff, so you always work with someone with at least 15 years experience (which is typically $400+/hour at other firms).

Answer: This is one of the most important questions to ask any PR firm. Unlike other firms that have different bills rates for staff according to title/position, we use a single bill rate of $150/hour for everyone that works on your account – but one of the biggest differences for our firm is that we have no junior staff, so you always work with someone with at least 15 years experience (which is typically $400+/hour at other firms).

Answer: In almost every client engagement, we start with foundational messaging to ensure you are telling the right story to the right people. We’ll then update all marketing material (including your website) and create a 12-month Communication Plan that we’ll use as a tool to make sure we are building your brand in the most effective way possible. We’ll then create individualized monthly plans that we’ll use to prioritize activity together – this also ensure that everyone from the CEO down knows exactly what is happening, what to expect and how to judge success each month.

Answer: Absolutely! We are proud of our track record and are happy to share case studies and examples of successful campaigns we’ve executed. Our portfolio showcases our strategic approach to public relations and demonstrates our ability to deliver results. Our Case Study page provides some immediate examples.

Answer: We measure success by assessing various data metrics, such as media coverage, audience reach, and impact on brand reputation. We work closely with our clients to set realistic expectations and strategic KPIs custom to their individual pain points and goals. We use multiple software packages to track everything from media engagement to sales.

Answer: Our strong media network is one of our core strengths. We have established relationships with key journalists, influencers, and other relevant media contacts, enabling us to secure valuable coverage for our clients. Prior to starting PRIME|PR, Nicolia Wiles was an analyst at Gartner and created strong relationships with media that contacted him for intel, making him a true resource with media.

Answer: PRIME|PR offers a wide range of services, including media relations, social media management, and event planning. We are committed to customizing our services to meet your company’s unique needs and requirements.

Answer: We value open and transparent communication with our clients. Our preferred methods of communication include regular email updates, phone calls, and in-person or Zoom meetings. We are always available to handle urgent situations any time of day.

Answer: We are happy to provide client references upon request. Our clients can attest to our professionalism, working style, and the results we deliver. We believe their testimonials offer valuable insights into our performance as a PR partner. Immediate testimonials can be seen at our GMB page.

Answer:  Our team at PRIME|PR is committed to seamless integration with your existing marketing and communications efforts. We develop strategies for collaboration and coordination, ensuring a cohesive and effective approach to achieving your goals. We work best with a client when we have an integrated team approach where we are part of the team vs a PR vendor. We are often brought on as interim CMO and marketing departments for companies that have not yet expanded those roles.