Earned Media: Stop the Spray and Pray Approach

Are you tired of throwing marketing dollars into the void, hoping for a return? The problem many professionals face is relying solely on paid advertising and neglecting the power of earned media. Getting people to talk about your brand organically is the holy grail of marketing, but how do you actually make it happen? It’s time to stop chasing vanity metrics and start building genuine buzz.

I’ve seen countless businesses struggle with earned media, often because they approach it like traditional advertising. They blast out press releases that read like sales brochures and wonder why nobody bites. That’s not how it works. You need to shift your mindset and become a source of valuable information, not just a promoter of your products.

What Went Wrong First: The Common Pitfalls

Before we get to the good stuff, let’s talk about some of the common mistakes I’ve seen companies make when trying to generate earned media.

• Spray and Pray Press Releases: Sending generic press releases to every journalist in your database is a surefire way to get ignored. Journalists are inundated with pitches, and they can spot a mass email from a mile away.
• Ignoring the News Hook: Simply announcing a new product or service isn’t inherently newsworthy. You need to find a compelling angle that will grab a journalist’s attention. What problem does your product solve? What makes it different? What’s the bigger story?
• Neglecting Relationship Building: Earned media isn’t a one-time transaction. It’s about building relationships with journalists and influencers over time. This means engaging with their content, offering valuable insights, and being a reliable source of information.

I had a client last year who insisted on sending out a press release every time they launched a new feature, no matter how minor. They were frustrated that they weren’t getting any coverage. I explained to them that journalists are looking for stories, not product updates. We needed to find a way to connect their features to a larger trend or issue. Once we started framing their announcements in a more newsworthy context, we started seeing results.

The Solution: A Step-by-Step Guide to Earned Media Success

Now, let’s get down to the nitty-gritty. Here’s a step-by-step guide to generating earned media that actually works.

Step 1: Define Your Target Audience and Key Messages

Who are you trying to reach? What do you want them to know about your brand? These are fundamental questions that you need to answer before you start crafting your earned media strategy. Don’t try to be everything to everyone. Focus on a specific audience and tailor your message accordingly.

For example, if you’re launching a new accounting software aimed at small businesses in the Atlanta area, your target audience would be small business owners in Atlanta. Your key messages might be: “Simplify your accounting,” “Save time and money,” and “Get expert support.”

Step 2: Identify Your Media Targets

Once you know who you’re trying to reach, you need to identify the media outlets and influencers that your target audience consumes. This could include local newspapers like The Atlanta Journal-Constitution, industry blogs, podcasts, and social media accounts. Use tools like Agility PR Solutions or Cision to build a media list and track journalists’ contact information and areas of expertise.

Step 3: Craft a Compelling Story

This is where the magic happens. You need to create a story that is genuinely newsworthy and relevant to your target audience. This means going beyond product announcements and finding a compelling angle that will grab a journalist’s attention. What problem does your product solve? What makes it different? What’s the bigger story?

Here’s what nobody tells you: a truly great story is often about something other than your product. It’s about a trend, a problem, a solution, or a human-interest angle that just happens to involve your business.

Step 4: Personalize Your Outreach

Don’t send generic press releases. Take the time to research each journalist or influencer and personalize your pitch. Show them that you understand their work and that you have a story that is relevant to their audience. Mention a recent article they wrote or a tweet they posted. Explain why you think your story would be a good fit for their publication or platform.

I always recommend sending a brief, personalized email with a concise subject line. For example: “Quick question about your recent article on small business accounting.” In the email, briefly introduce yourself, explain why you’re reaching out, and offer to provide more information. Avoid attachments and keep it short and sweet.

Step 5: Be a Reliable Source

Earned media is a two-way street. You need to be responsive to journalists’ inquiries and provide them with the information they need in a timely manner. Be prepared to answer their questions, provide background information, and connect them with relevant sources. The more helpful you are, the more likely they are to cover your story.

Remember, journalists are on tight deadlines. The faster you respond to their inquiries, the better your chances of getting coverage. Also, be honest and transparent. Don’t try to spin the story or hide negative information. Journalists appreciate honesty and integrity.

Step 6: Monitor and Measure Your Results

Once your story is published, track the coverage and measure your results. Use tools like Meltwater or Sprout Social to monitor brand mentions and track the reach and engagement of your content. This will help you understand what’s working and what’s not, so you can refine your earned media strategy over time. A Nielsen study found that brands mentioned in earned media have a 45% higher brand recall compared to those that rely solely on paid advertising.

Concrete Case Study: Atlanta Tech Startup

Let’s look at a fictional example. “InnovateATL,” a small tech startup based near the Georgia Tech campus (specifically, they’re “located in Tech Square”), developed a new AI-powered tool to help local restaurants reduce food waste. Their initial press releases, focused solely on the product’s features, went nowhere. We revamped their strategy.

Instead, we focused on the broader issue of food waste in Atlanta. We partnered with a local food bank, the Atlanta Community Food Bank, to gather data on food waste in the city. We then crafted a story about the problem of food waste in Atlanta, highlighting the environmental and economic impact. We positioned InnovateATL as part of the solution, showcasing how their tool could help restaurants reduce waste and donate surplus food to the food bank. We targeted local media outlets like the Atlanta Business Chronicle and local news channels.

The result? We secured coverage in three local news outlets and a feature article in the Atlanta Business Chronicle. This generated a significant increase in website traffic and social media engagement. More importantly, it led to several new partnerships with local restaurants. Within three months, InnovateATL saw a 20% increase in sales leads directly attributed to the earned media coverage. They also received a citation from the City of Atlanta’s Office of Sustainability for their work in reducing food waste.

I’ll admit, even I was surprised by how well it worked. But it proves the power of a well-crafted story and a targeted outreach strategy.

Measurable Results: The Bottom Line

So, what kind of results can you expect from a successful earned media campaign? Here are some key metrics to track:

• Website Traffic: Monitor your website traffic before, during, and after your earned media campaign. Look for increases in overall traffic, as well as traffic from specific referral sources (i.e., the media outlets that covered your story).
• Social Media Engagement: Track your social media mentions, shares, and comments. Look for increases in engagement and positive sentiment.
• Brand Awareness: Measure brand awareness through surveys, polls, and social listening. See if people are talking about your brand more often and in a more positive light.
• Sales Leads: Track the number of sales leads generated from your earned media campaign. Use UTM parameters to track the source of your leads and measure the conversion rate.

I’ve seen companies generate hundreds, even thousands, of leads from a single earned media placement. The key is to track your results and measure the ROI of your efforts. This will help you justify your investment in earned media and refine your strategy over time. According to a 2025 IAB report, companies that actively track and measure their earned media campaigns see a 30% higher ROI compared to those that don’t.

The Fulton County Daily Report is a great place to look for leads, by the way, if you’re in the legal space. Don’t overlook hyper-local opportunities.

Many brands also benefit from increased brand exposure due to earned media. It’s a valuable tool for creating a positive brand image. Another key aspect is to build authority and boost marketing efforts through consistent, high-quality earned media. Finally, consider the importance of PR for mission-driven organizations, where earned media can amplify your message to a wider audience.

Stop thinking of earned media as a nice-to-have and start treating it as a core component of your marketing strategy. By focusing on creating genuinely newsworthy content and building relationships with key media contacts, you can generate significant buzz and drive real results for your business. And remember, it’s not about you—it’s about the story.