There’s a shocking amount of misinformation floating around about earned media, and many businesses are missing out on its incredible potential. Let’s debunk some of the most pervasive myths and reveal strategies that actually drive success with earned media and your overall marketing goals.
Key Takeaways
- Focus on building genuine relationships with journalists and influencers by offering them exclusive insights and valuable content tailored to their audience.
- Track your earned media mentions using tools like Mention Mention and Google Alerts to measure impact and identify opportunities for further engagement.
- Create high-quality, original content like press releases, blog posts, and infographics that are newsworthy and shareable, increasing the likelihood of earned media coverage.
Myth #1: Earned Media is Just Free Advertising
The misconception: Earned media is simply a way to get free advertising. The thinking goes: if you can get enough press releases published, you’ll see a direct boost in sales, just like running an ad campaign.
The reality: Wrong. Earned media is about building credibility and trust through third-party validation. It’s not about directly selling your product. Think of it as planting seeds. A well-placed article in the Atlanta Business Chronicle might not lead to an immediate spike in conversions, but it establishes your company as a thought leader in the Atlanta metro area. This builds brand awareness and long-term trust, which ultimately drives sales. We had a client last year who treated their earned media efforts as a direct response campaign. They were disappointed when they didn’t see immediate results. Once they shifted their focus to building relationships with key industry publications, they saw a significant increase in brand recognition and, eventually, sales.
Myth #2: You Can Control the Narrative with Earned Media
The misconception: If you craft the perfect press release and target the right journalists, you can dictate exactly what is written about your company.
The reality: Absolutely not. You can influence the narrative, but you can’t control it. Journalists have their own perspectives, angles, and audiences to consider. A good journalist will do their own research and form their own opinions. Trying to strong-arm them into writing exactly what you want will likely backfire. Instead, focus on providing them with valuable information, insights, and access to your experts. Be transparent and honest, even if it means acknowledging challenges or weaknesses. A recent study by Edelman found that 81% of people need to trust a brand to buy from them, and transparency is a key component of building that trust Edelman Trust Barometer. Remember, online reputation is key.
Myth #3: Earned Media is Only for Big Companies
The misconception: Only large corporations with massive marketing budgets can effectively leverage earned media. Small businesses don’t have the resources or the “newsworthiness” to get noticed.
The reality: This couldn’t be further from the truth. Small businesses often have unique stories and perspectives that are highly appealing to local media and niche publications. Think about a local bakery in Decatur, GA that sources all its ingredients from nearby farms, or a tech startup in the FlatironCity incubator tackling a specific problem in the healthcare industry. These are compelling stories that resonate with audiences. The key is to identify your unique value proposition and target the right media outlets. I remember working with a small accounting firm near the Fulton County Courthouse. They thought they were too “boring” for earned media, but we pitched a story about how they were helping small businesses navigate the complexities of the new Georgia tax laws (O.C.G.A. Section 48-7). It got picked up by a local business blog and generated several new leads. For Atlanta startups, brand exposure is still possible on a budget.
Myth #4: All Press is Good Press
The misconception: Any mention of your company in the media, regardless of the context, is beneficial.
The reality: Negative press can be incredibly damaging, and even seemingly neutral press can be detrimental if it reinforces negative perceptions or highlights weaknesses. You need to be proactive in managing your reputation and addressing negative coverage head-on. This doesn’t mean trying to censor negative stories, but it does mean providing your perspective, offering solutions, and demonstrating a commitment to improvement. Ignoring negative press is never the answer. According to research from Nielsen Nielsen, consumers are more likely to trust recommendations from friends and family than advertising, but negative reviews can quickly erode that trust. To turn chatter into customers, focus on your online reputation.
Myth #5: Earned Media is a One-Time Effort
The misconception: You send out a press release, get some coverage, and then you’re done. Earned media is a one-and-done project.
The reality: Earned media is an ongoing process that requires consistent effort and relationship building. It’s not about chasing short-term gains but about cultivating long-term relationships with journalists, influencers, and other key stakeholders. This means regularly providing them with valuable information, insights, and access to your company. It also means actively engaging with them on social media, attending industry events, and building genuine connections. We’ve found that companies that consistently invest in earned media efforts see a significant increase in their brand visibility and reputation over time. Think of it like tending a garden—you can’t just plant the seeds and walk away. You need to water them, fertilize them, and protect them from pests.
Myth #6: You Don’t Need a Strategy for Earned Media
The misconception: Just wing it. Send out press releases whenever you have something to announce. Hope for the best.
The reality: A haphazard approach to earned media is a recipe for disaster. You need a well-defined strategy that aligns with your overall marketing goals. This includes identifying your target audience, defining your key messages, selecting the right media outlets, and developing a plan for measuring your results. What are you hoping to achieve with your earned media efforts? Are you trying to increase brand awareness, generate leads, or improve your reputation? Once you know your goals, you can develop a strategy that is tailored to your specific needs. According to a report by HubSpot HubSpot, companies with a documented marketing strategy are significantly more likely to achieve their goals than those without one. We use a tool called Semrush Semrush to identify relevant keywords and media outlets for our clients. To dominate media visibility, you need a marketing blueprint.
Don’t fall for the myths surrounding earned media. By understanding the true nature of earned media and adopting these strategies, you can unlock its potential to build brand awareness, generate leads, and drive long-term success. Now is the time to revamp your approach and start seeing real results.
What’s the first step in building relationships with journalists?
Start by researching journalists who cover your industry and reading their work. Understand their beat, their style, and their audience. Then, engage with them on social media and offer them valuable insights and information.
How do I measure the success of my earned media efforts?
Track your media mentions, website traffic, social media engagement, and lead generation. Use tools like Google Analytics and social media analytics to measure the impact of your earned media coverage.
What makes a press release newsworthy?
A press release should announce something new, significant, and relevant to your target audience. This could be a new product launch, a major partnership, a groundbreaking study, or a significant company milestone.
How often should I be pitching stories to the media?
There’s no magic number, but aim for consistency. Focus on quality over quantity. Only pitch stories that are truly newsworthy and relevant to the journalist’s audience.
What if a journalist publishes something inaccurate about my company?
Contact the journalist or the publication immediately and politely request a correction. Provide them with accurate information and supporting evidence. Be professional and respectful, even if you’re frustrated.
Focus on building genuine relationships, providing valuable content, and tracking your results. It’s time to ditch the outdated misconceptions and embrace a data-driven approach to earned media and watch your brand thrive.
