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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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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