Earned media is a powerful tool for building brand awareness and credibility. But simply hoping for media coverage isn’t a strategy. It requires a proactive, thoughtful approach. Are you ready to transform your brand from unknown to noteworthy?
Key Takeaways
- Craft compelling narratives tailored to specific media outlets, understanding their audience and editorial focus.
- Actively monitor media mentions using tools like Meltwater to track your brand’s reach and identify opportunities for engagement.
- Build relationships with journalists and influencers in your industry by offering them valuable insights and resources.
1. Define Your Target Audience and Media Outlets
Before you even think about pitching a story, you need to know who you’re trying to reach. Who are your ideal customers? What publications do they read? What TV shows do they watch? What podcasts do they listen to?
Once you’ve identified your audience, research the media outlets they consume. Look at the types of stories they typically publish, the journalists who cover your industry, and the overall tone and style of the publication. This isn’t just about finding any media outlet; it’s about finding the right media outlets for your message.
Pro Tip: Don’t limit yourself to just the big names. Niche blogs and industry-specific publications can often be more effective at reaching your target audience.
2. Craft a Compelling Story
Journalists are bombarded with pitches every day. To stand out, your story needs to be newsworthy, relevant, and engaging. Think about what makes your story unique and why it matters to the publication’s audience. A story about a local Atlanta business opening a new location near the intersection of Peachtree and Lenox is more compelling than one about a generic business opening anywhere.
Consider these elements when crafting your story:
- Timeliness: Is your story related to a current event or trend?
- Relevance: Does your story impact the publication’s audience?
- Impact: Does your story have a significant effect on people or the community?
- Human Interest: Does your story evoke emotion or connect with people on a personal level?
Common Mistake: Sending generic press releases that aren’t tailored to specific media outlets. This is a surefire way to get ignored.
3. Build Relationships with Journalists
Networking is key. Don’t just reach out to journalists when you need something. Build genuine relationships with them by following them on social media, commenting on their articles, and sharing their work. Offer them valuable insights and resources, even if it doesn’t directly benefit your business.
Attend industry events and conferences where journalists are likely to be present. Introduce yourself and start a conversation. Remember, journalists are people too. Treat them with respect and build a rapport.
Pro Tip: Use LinkedIn to find and connect with journalists in your industry. Personalize your connection request and mention something specific that you admire about their work.
4. Write a Perfect Pitch
Your pitch is your first impression, so make it count. Keep it concise, engaging, and relevant to the journalist’s beat. Start with a strong hook that grabs their attention and clearly explains the value of your story.
Here’s what to include in your pitch:
- Subject Line: Make it clear and compelling. Avoid clickbait or generic phrases.
- Personalization: Mention something specific that you admire about the journalist’s work.
- Summary: Briefly explain your story and why it’s relevant to their audience.
- Call to Action: Clearly state what you’re asking the journalist to do (e.g., schedule an interview, cover your event).
- Contact Information: Make it easy for the journalist to reach you.
I had a client last year, a small bakery in the Little Five Points neighborhood, who wanted to get media coverage for their new vegan croissant. We researched local food bloggers and journalists who covered vegan cuisine. Instead of sending a generic press release, we sent each journalist a personalized email highlighting their previous articles on vegan food and explaining why our client’s croissant was unique. We even included a sample croissant with each pitch. As a result, we secured coverage in three local blogs and a feature in the Atlanta Journal-Constitution.
Common Mistake: Sending mass emails to a list of journalists without any personalization. This is considered spam and will likely get your email ignored.
5. Follow Up (But Don’t Pester)
Journalists are busy people, so don’t be discouraged if you don’t hear back immediately. Follow up with them after a few days, but don’t be pushy. A simple email or phone call to reiterate your story’s value can be effective.
If you still don’t hear back, don’t take it personally. It’s possible that the journalist is not interested in your story or that they’re simply too busy to respond. Move on and focus on other opportunities.
Pro Tip: Use a tool like Yesware to track your email opens and clicks. This will give you insights into which journalists are engaging with your pitches.
6. Monitor Media Mentions
Once your story is published, track where it appears and how it’s being received. Use media monitoring tools like Google Alerts or Mention to track mentions of your brand and keywords related to your industry. This will help you understand the reach of your earned media efforts and identify opportunities for engagement.
Engage with the media coverage by sharing it on your social media channels and responding to comments. Thank the journalist for their coverage and offer to provide additional information if needed.
Common Mistake: Ignoring negative media coverage. Address any concerns or inaccuracies promptly and professionally.
7. Measure Your Results
It’s all about the data. Track the results of your earned media efforts to understand what’s working and what’s not. Measure metrics like media mentions, website traffic, social media engagement, and lead generation. This data will help you refine your strategy and improve your results over time.
Here’s what nobody tells you: earned media is a long game. It takes time and effort to build relationships with journalists and secure consistent media coverage. Don’t expect overnight success. But with a strategic approach and a commitment to building relationships, you can achieve significant results.
Pro Tip: Use Google Analytics to track website traffic from your earned media mentions. This will help you understand the impact of your coverage on your website visitors.
8. Case Study: Local Coffee Shop
Let’s look at a fictional example. “The Daily Grind,” a small coffee shop located near the Fulton County Courthouse, wanted to increase its brand awareness and attract new customers. They decided to focus on earned media to achieve their goals.
Timeline: 3 Months
Tools Used: Ahrefs for content research, Prowly for journalist outreach.
Strategy:
- Identified local food bloggers and journalists who covered coffee and local businesses.
- Crafted a compelling story about their unique coffee blends and their commitment to sourcing beans from local farmers.
- Sent personalized pitches to journalists, offering them a free coffee tasting and an interview with the owner.
- Followed up with journalists who didn’t respond to their initial pitch.
- Monitored media mentions using Google Alerts.
Results:
- Secured coverage in two local blogs and a feature in the Buckhead Reporter.
- Website traffic increased by 25% during the campaign.
- Social media engagement increased by 40%.
- New customer acquisition increased by 15%.
This case study demonstrates the power of a well-executed earned media strategy. By focusing on building relationships with journalists, crafting compelling stories, and monitoring their results, “The Daily Grind” was able to achieve significant results.
9. Adapt and Evolve
The media landscape is constantly changing. What works today may not work tomorrow. It’s important to stay up-to-date on the latest trends and adapt your strategy accordingly. Experiment with new tactics and approaches, and don’t be afraid to take risks.
Continuously evaluate your results and make adjustments to your strategy as needed. The key to success in earned media is to be flexible, adaptable, and persistent.
To truly unlock media visibility, you must understand your audience.
What’s the difference between earned, owned, and paid media?
Earned media is publicity gained through promotional efforts other than paid advertising, which comes from third parties. Owned media is content you control, such as your website and blog. Paid media is advertising you pay for, such as Google Ads or social media ads.
How do I find journalists who cover my industry?
How do I write a press release that gets noticed?
Focus on crafting a compelling story that’s relevant to the publication’s audience. Keep your press release concise and easy to read. Include a strong headline, a clear summary of your story, and a call to action.
How do I measure the success of my earned media efforts?
Track metrics like media mentions, website traffic, social media engagement, and lead generation. Use tools like Google Analytics and media monitoring services to track your results.
How much does earned media cost?
The cost of earned media varies depending on the tactics you use. Some tactics, such as building relationships with journalists, are free. Others, such as hiring a public relations agency, can be expensive. The biggest cost is usually your time invested.
Mastering earned media isn’t about luck; it’s about strategy and consistent effort. Start by identifying one key media outlet your target audience trusts and focus on building a relationship with a relevant journalist there. That focused approach will yield far better results than scattering efforts across dozens of unresponsive targets.
And remember, thought leadership can be a powerful asset in securing earned media.
