In the constantly shifting world of marketing, earned media remains a powerful tool for building brand awareness and trust. But simply hoping for press coverage isn’t enough. A strategic approach is essential. Are you ready to transform your brand into a magnet for positive attention and watch your credibility soar?
Key Takeaways
- Develop a specific, newsworthy angle when pitching media outlets, rather than just promoting your product.
- Actively monitor brand mentions across online platforms to identify opportunities for engagement and reputation management.
- Build relationships with journalists and influencers in your niche by offering valuable content and insights.
1. Develop a Compelling Story
The foundation of any successful earned media strategy is a good story. Journalists aren’t interested in blatant advertising. They want something newsworthy, something that will resonate with their audience. Think about what makes your brand unique. What problem are you solving? What impact are you having on the community?
Pro Tip: Don’t just focus on your product or service. Think about the broader trends and issues that your business touches upon. For example, if you run a local bakery in Atlanta, you could pitch a story about the resurgence of artisan bread-making or the challenges faced by small businesses in the Little Five Points district.
I had a client last year who struggled with getting press coverage for their new software product. They kept pitching the features of the software, which no one cared about. We shifted the focus to the problem the software solved – helping small businesses manage their finances more efficiently – and suddenly, we had journalists interested. We secured coverage in several local business publications, including a feature in the Atlanta Business Chronicle.
2. Identify Your Target Media Outlets
Once you have a compelling story, you need to identify the media outlets that are most likely to be interested in it. Don’t waste your time pitching outlets that don’t cover your industry or target audience. Research publications, blogs, and podcasts that align with your brand and target market. Look for journalists who have written about similar topics in the past.
Common Mistake: Sending generic press releases to a massive email list. This is a surefire way to get ignored. Take the time to personalize your pitches and tailor them to each individual outlet and journalist.
3. Craft a Personalized Pitch
Your pitch is your first impression, so make it count. Start by addressing the journalist by name and referencing their previous work. Explain why your story is relevant to their audience and how it aligns with their publication’s editorial focus. Keep your pitch concise and to the point. Journalists are busy people, so get to the heart of the matter quickly.
Here’s what nobody tells you: journalists get dozens, sometimes hundreds, of pitches every day. Yours needs to stand out. A strong subject line is crucial. Avoid generic phrases like “Press Release” or “New Product Announcement.” Instead, try something that piques their curiosity and highlights the newsworthiness of your story.
4. Build Relationships with Journalists
Earned media isn’t just about sending out press releases. It’s about building relationships with journalists and influencers. Follow them on social media, comment on their articles, and share their content. Offer them valuable insights and expertise. Be a resource, not just a promoter. Over time, you can establish yourself as a trusted source, making them more likely to cover your stories.
Pro Tip: Attend industry events and conferences where journalists and influencers are likely to be present. This is a great opportunity to meet them in person and build rapport. Consider attending events like the Atlanta Interactive Marketing Association (AIMA) conferences.
5. Monitor Brand Mentions
Actively monitor brand mentions across online platforms. This includes news sites, blogs, social media, and forums. Tools like Meltwater or Talkwalker can help you track mentions and identify opportunities for engagement. When someone mentions your brand, respond promptly and professionally. Thank them for their positive feedback or address any concerns they may have. This shows that you’re listening and that you care about your reputation.
Common Mistake: Ignoring negative feedback or trying to delete it. This can backfire and damage your reputation even further. Instead, address the issue head-on and try to resolve it to the customer’s satisfaction. Transparency is key.
6. Create High-Quality Content
Content is king, especially when it comes to earned media. Create blog posts, articles, infographics, and videos that are informative, engaging, and shareable. When you create valuable content, you’re more likely to attract the attention of journalists and influencers. They may even feature your content in their own publications or on their social media channels.
Pro Tip: Repurpose your content to reach a wider audience. Turn a blog post into an infographic or a video. Share snippets of your content on social media. The more you can get your content out there, the better.
7. Participate in Industry Discussions
Become an active participant in industry discussions. Join relevant online communities, attend industry events, and contribute to online forums. Share your expertise and insights. Answer questions and offer advice. By establishing yourself as a thought leader, you can attract the attention of journalists and influencers who are looking for expert commentary.
We had an interesting case study a few years back. We started having our client, a local law firm specializing in workers’ compensation (specifically, cases related to O.C.G.A. Section 34-9-1), actively participate in online forums related to workplace injuries. They provided helpful advice and answered questions from people who had been injured on the job. This led to several journalists contacting them for expert commentary on workers’ compensation issues, resulting in significant media coverage.
8. Offer Exclusive Content to Journalists
Give journalists something they can’t get anywhere else. Offer them exclusive access to your data, research, or insights. This will make them more likely to cover your story and give you a competitive edge. For example, you could offer a journalist an exclusive interview with your CEO or provide them with a sneak peek at your upcoming product launch.
9. Leverage Social Media
Meta, LinkedIn, and other social media platforms are powerful tools for earned media. Use them to share your content, engage with your audience, and connect with journalists and influencers. Participate in relevant conversations and use hashtags to increase your visibility. Social media can also be a great way to monitor brand mentions and respond to feedback.
Common Mistake: Using social media solely for self-promotion. This is a turn-off for most people. Instead, focus on providing value to your audience. Share interesting and informative content, ask questions, and encourage engagement. Think of it as building a community, not just broadcasting your message.
10. Track Your Results
It’s crucial to track your results to see what’s working and what’s not. Monitor your media coverage, website traffic, social media engagement, and sales. Use analytics tools like Google Analytics to measure the impact of your earned media efforts. This data will help you refine your strategy and focus on the tactics that are delivering the best results.
A IAB report found that companies that actively track their media coverage see a 20% increase in brand awareness compared to those that don’t. So, make sure you’re measuring your efforts and making adjustments as needed. Want to know how PR boosts your brand? Learn more about the impact of PR.
Building a successful earned media strategy requires effort, patience, and a willingness to adapt. By following these steps, you can increase your chances of securing positive media coverage and building a strong brand reputation. The key is to focus on creating valuable content, building relationships, and providing a compelling story that resonates with journalists and their audiences. Now go get that coverage.
What’s the difference between earned, owned, and paid media?
Earned media is publicity you gain through promotional efforts other than paid advertising, like press coverage or word-of-mouth. Owned media is content you control, like your website or blog. Paid media is advertising you pay for, like Google Ads or social media ads.
How do I find journalists’ contact information?
How long should my press release be?
A press release should ideally be one to two pages long, or around 400-500 words. Keep it concise and focus on the most important information.
What should I do if a journalist doesn’t respond to my pitch?
It’s okay to follow up once or twice, but don’t be pushy. If you still don’t hear back, it’s likely that the journalist isn’t interested in your story. Move on to other outlets.
How can I measure the ROI of my earned media efforts?
Track metrics like website traffic, social media engagement, brand mentions, and sales. You can also use tools like Google Analytics to measure the impact of your media coverage on your website traffic and conversions.
Ultimately, successful earned media hinges on offering genuine value. Stop thinking of it as free advertising and start thinking of it as relationship building. By focusing on providing insights and building connections, you’ll be well on your way to earning the positive attention your brand deserves, and you will be able to drive those conversions.
