Earned Media: Target Your Audience, Not Just the Press

Earned media is a powerful marketing tool, offering credibility and reach that paid advertising often can’t match. But simply hoping for press mentions isn’t a strategy. What steps can professionals like us take to proactively cultivate valuable earned media opportunities, instead of just waiting for them to happen?

1. Define Your Target Audience and Their Interests

Before you even think about pitching a story, you need a crystal-clear picture of your ideal audience. Who are they? What are their pain points? What publications, blogs, and podcasts do they consume? If you’re targeting CMOs in the Atlanta metro area, for example, you might focus on publications covering Georgia business news, industry-specific blogs related to marketing technology, and podcasts featuring local business leaders.

Pro Tip: Don’t just guess. Conduct audience research using tools like Semrush or good old-fashioned surveys. Understanding your audience’s needs is the foundation of any successful earned media strategy. I had a client last year who was convinced their target audience was everyone. They spent a fortune on generic press releases that went nowhere. Once we narrowed their focus to a specific niche, their earned media efforts started to gain traction.

2. Identify Relevant Media Outlets and Journalists

Once you know your audience, identify the publications and journalists they trust. Use tools like Meltwater or Cision to search for journalists covering your industry or specific topics related to your business. Pay attention to their recent articles, their beat, and their social media presence. Are they active on LinkedIn? What kind of stories do they typically cover? Do they seem open to receiving pitches?

Common Mistake: Sending generic press releases to a massive list of journalists. This is a surefire way to get ignored. Personalize your pitch and target journalists who are genuinely interested in your story. I used to think quantity was the key. Turns out, a handful of well-targeted pitches is far more effective than a hundred generic blasts.

3. Craft a Compelling Story

Journalists aren’t interested in self-promotional fluff. They want stories that are newsworthy, informative, and engaging. Think about what makes your story unique. Does it offer a fresh perspective on a current trend? Does it solve a common problem? Does it feature compelling data or insights? Frame your story in a way that resonates with your target audience and aligns with the journalist’s interests.

Pro Tip: Before you start writing, ask yourself: “Why should someone care?” If you can’t answer that question, your story isn’t ready. Remember that time Delta Airlines had a massive system outage that affected flights across the country? A local tech company that specialized in cybersecurity could have jumped on that opportunity to offer expert commentary on the vulnerabilities of airline infrastructure. That’s how you turn a current event into earned media gold.

4. Personalize Your Pitch

Don’t send the same generic pitch to every journalist. Take the time to personalize each email. Mention their previous articles, explain why you think your story is a good fit for their audience, and demonstrate that you’ve done your research. Keep your pitch concise and to the point. Journalists are busy people, so respect their time.

Here’s what nobody tells you: Journalists get hundreds of pitches every day. What will make yours stand out? A personalized subject line, a clear and concise message, and a genuine understanding of their work. I always try to find a common connection – maybe we both went to the University of Georgia, or maybe we both follow the Atlanta Braves. Anything to break the ice and show that I’m not just another random PR person.

5. Time Your Pitch Strategically

Timing is everything. Avoid pitching stories during major news events or holidays. Pay attention to the journalist’s deadlines and preferences. Some journalists prefer to receive pitches in the morning, while others prefer the afternoon. Use tools like Agile CRM to track your outreach efforts and schedule your pitches accordingly.

Common Mistake: Pitching a story on a Friday afternoon. By that point, most journalists are already wrapping up their week. Aim for Tuesday or Wednesday mornings for the best chance of getting noticed. And for goodness sake, don’t send a press release about your new AI-powered widget the same day Apple announces a new product.

6. Follow Up (But Don’t Be Annoying)

If you don’t hear back from a journalist within a week, it’s okay to follow up. But don’t be pushy or aggressive. Send a brief email reminding them of your story and offering to provide additional information. If they’re still not interested, respect their decision and move on. There’s a fine line between persistence and harassment.

Pro Tip: Instead of simply asking “Did you get my email?”, try offering something of value in your follow-up. Maybe you have new data or insights to share. Or maybe you can connect them with an expert source. Make it worth their while to respond.

7. Build Relationships with Journalists

Earned media is about more than just sending pitches. It’s about building relationships with journalists. Attend industry events, connect with them on social media, and offer your expertise as a source. The stronger your relationships, the more likely they are to cover your story in the future. I make it a point to attend the Atlanta Press Club events whenever I can. It’s a great way to network with local journalists and stay up-to-date on the latest news.

8. Offer Exclusive Content

Journalists are always looking for exclusive content. If you have a particularly compelling story, consider offering it to a specific journalist or publication. This can give you a significant advantage over your competitors and increase your chances of getting coverage. We had a client, a small startup in Alpharetta, that developed a new AI-powered marketing tool. We offered an exclusive demo to a journalist at the Atlanta Business Chronicle, and they wrote a fantastic article that generated a ton of buzz.

9. Monitor Your Results

Track your earned media mentions using tools like Google Alerts or Brand24. Analyze the results to see what’s working and what’s not. Use this data to refine your strategy and improve your future efforts. How many people saw the article? Did it drive traffic to your website? Did it generate leads or sales? These are the questions you need to be asking.

10. Case Study: Local Restaurant Chain “The Peach Pit”

Let’s look at a concrete example. “The Peach Pit,” a fictional Southern cuisine chain with 5 locations around metro Atlanta, wanted to increase brand awareness and drive traffic to their new location near the intersection of Peachtree Road and Piedmont Road. Here’s how they used earned media:

• Target Audience: Foodies, young professionals, families living in Buckhead and Midtown.
• Media Outlets: Atlanta Journal-Constitution food section, local food blogs like “Atlanta Eats,” and community newsletters.
• Story: “The Peach Pit” launched a new menu featuring locally sourced ingredients and a partnership with a local charity that supports urban farming. They framed the story around their commitment to sustainability and community involvement.
• Pitch: They personalized pitches to specific journalists, highlighting their previous coverage of Atlanta’s food scene and explaining how “The Peach Pit’s” story aligned with their interests.
• Results: The Atlanta Journal-Constitution featured “The Peach Pit” in a weekend article, and several local food bloggers wrote positive reviews. Website traffic increased by 30% in the following month, and sales at the new location exceeded projections by 15%.

The data doesn’t lie. Earned media, when done right, can deliver real results.

11. Don’t Forget About Local Radio

While digital channels often dominate the marketing conversation, don’t overlook the power of local radio. Many stations, like B98.5 or 97.1 The River, have community calendars and interview segments that can be excellent opportunities to promote events, local initiatives, or even just share expertise related to your industry. Think about what valuable information you can provide to their listeners. I know a local financial advisor who regularly appears on a morning radio show to discuss personal finance tips. It’s a win-win – he gets exposure, and the listeners get valuable advice.

By consistently applying these principles, you can transform your earned media efforts from a hopeful wish into a predictable stream of positive publicity. It takes time, effort, and a genuine commitment to building relationships, but the rewards are well worth it.

Don’t treat earned media as an afterthought. Make it a core part of your marketing strategy, and consistently nurture relationships with journalists and influencers. By focusing on providing value and building trust, you can unlock the true potential of earned media and elevate your brand’s reputation.