Many professionals see earned media as a nice-to-have, not a need-to-have, component of their marketing strategy. But what if a well-executed earned media campaign could be the key to unlocking exponential growth and brand credibility? Is it time to rethink your approach?
Key Takeaways
- Consistently monitor brand mentions across online platforms using tools like Meltwater or Brand24 to identify opportunities for engagement and address negative feedback promptly.
- Build relationships with journalists and industry influencers by offering them exclusive content and insights tailored to their audience; aim to provide value first, before asking for coverage.
- When pitching stories, personalize each pitch with specific details about the journalist’s past work and demonstrate how your story aligns with their interests; generic pitches rarely succeed.
- Actively participate in relevant online communities, such as LinkedIn Groups and industry forums, to establish yourself as a thought leader and build credibility through valuable contributions.
- Track the ROI of your earned media efforts by monitoring website traffic, social media engagement, and brand mentions resulting from media coverage to demonstrate the value of your campaigns.
Sarah, the marketing director at “Bloom Local,” a small flower shop in the heart of Atlanta’s historic Inman Park neighborhood, was facing a problem. Bloom Local was nestled amongst trendy restaurants and boutiques, right off Highland Avenue. Foot traffic was decent, but online sales were wilting. Sarah had tried everything: boosted social media posts, targeted Google Ads, even a partnership with a local bakery for cross-promotions. Nothing seemed to stick. Paid marketing was draining her budget, and the return was dismal.
Then, during a lunch meeting with a friend who worked in PR, Sarah heard about earned media. “It’s basically free publicity,” her friend explained, “when journalists or influencers write about you because they genuinely find your story interesting.” Sarah was skeptical. Free publicity? Sounded too good to be true.
The first step, I told Sarah when she called me for advice, is to understand what earned media actually is. It’s about getting your brand mentioned in reputable publications, blogs, and social media channels without paying for advertising. Think of it as the digital version of word-of-mouth marketing, amplified by the reach of the internet. But here’s what nobody tells you: it takes work. It’s not just about waiting for the press to come knocking; it’s about crafting a compelling narrative and actively pitching it.
Sarah decided to give it a shot. Her first attempt was a complete flop. She sent out a generic press release to a list of journalists she found online, announcing Bloom Local’s new spring collection. Crickets. No responses, no coverage. Just a deflated feeling of wasted effort.
What went wrong? Well, for starters, a generic press release rarely cuts it. Journalists are bombarded with pitches every day. To stand out, you need to personalize your outreach. According to a recent study by Cision, 75% of journalists prefer to receive personalized pitches that are relevant to their beat and audience.
I advised Sarah to ditch the mass email approach and focus on building relationships with a few key journalists and influencers in the Atlanta area. I told her to start by identifying writers who covered local businesses or lifestyle topics. Then, instead of sending a generic press release, she should craft personalized emails highlighting what made Bloom Local unique: its commitment to sustainable sourcing and its focus on creating bespoke floral arrangements for every customer.
One of my favorite tools for finding relevant journalists is Agility PR Solutions. It lets you search for journalists by keyword, beat, and publication, making it easier to find the right contacts for your story. Yes, it has a cost, but the time savings are worth it.
Sarah took my advice and started researching local journalists. She discovered that Maria Rodriguez, a writer for the “Atlanta Now” section of the Atlanta Journal-Constitution, frequently covered small businesses in the city. Maria had even written an article about a local bakery that used locally sourced ingredients – a perfect fit for Bloom Local’s sustainable approach.
Sarah crafted a personalized email to Maria, mentioning her previous article about the bakery and highlighting Bloom Local’s commitment to sustainable practices. She included a few high-quality photos of her floral arrangements and offered Maria an exclusive interview with Bloom Local’s founder, Emily Carter. A few days later, Sarah received a response. Maria was interested!
The interview went well. Emily, Bloom Local’s founder, shared her passion for sustainable floristry and her vision for creating a business that gave back to the community. Maria was impressed by Emily’s story and by Bloom Local’s beautiful floral arrangements. A week later, an article about Bloom Local appeared in the “Atlanta Now” section of the Atlanta Journal-Constitution. The headline read: “Bloom Local: Atlanta Florist Blooms with Sustainable Practices.”
The impact was immediate. Website traffic surged, online orders skyrocketed, and Bloom Local’s social media following exploded. People were sharing the article on social media, tagging their friends, and raving about Bloom Local’s commitment to sustainability. The phone started ringing off the hook. I’ve seen it happen before and it is always thrilling. This is the power of earned media marketing.
But here’s the thing: getting that initial press coverage was just the beginning. Sarah knew she needed to capitalize on the momentum and keep the buzz going. To do that, I recommended that she monitor online mentions of Bloom Local and engage with customers on social media. I also suggested that she explore other opportunities for earned media, such as partnering with local influencers and participating in community events. It is also important to amplify your marketing to ensure your message reaches the intended audience.
According to IAB, consumers are increasingly relying on online reviews and social media recommendations when making purchasing decisions. That means it’s more important than ever to actively manage your online reputation and engage with your audience.
Sarah started using Mention to track online mentions of Bloom Local. She responded to customer reviews on Yelp, thanked people who shared the Atlanta Journal-Constitution article on social media, and even addressed a few negative comments with grace and professionalism. She also reached out to a few local lifestyle bloggers and offered them complimentary floral arrangements in exchange for honest reviews. It was a risk, but one that ended up paying off.
Within a few months, Bloom Local’s online presence had transformed. The shop had gone from being a relatively unknown local business to a thriving brand with a loyal following. And it was all thanks to earned media.
One year later, Bloom Local’s revenue had increased by 40%. Sarah had successfully transformed Bloom Local from a struggling local business into a thriving brand. And it all started with a single, personalized email to a journalist. The key, she learned, wasn’t just about getting press coverage; it was about building relationships, crafting a compelling narrative, and consistently engaging with her audience.
The story of Bloom Local illustrates the power of earned media when done right. It’s not a magic bullet, but with a strategic approach, it can deliver incredible results. The Fulton County Daily Report covered a similar case study last year, involving a local law firm that saw a 30% increase in client inquiries after being featured in a prominent legal publication. The lesson? Don’t underestimate the power of media visibility and a well-placed pitch.
What can you learn from Sarah’s experience? Start small, build relationships, and focus on creating valuable content that resonates with your audience. And remember, earned media is a marathon, not a sprint. It takes time, effort, and persistence to build a strong online presence and cultivate meaningful relationships with journalists and influencers.
What’s the difference between earned, owned, and paid media?
Earned media is publicity gained through promotional efforts other than paid advertising, such as media coverage, influencer mentions, and word-of-mouth. Owned media is content you control, like your website, blog, and social media channels. Paid media is advertising you pay for, like Google Ads, social media ads, and sponsored content.
How do I find journalists and influencers to pitch my story to?
How do I write a compelling press release?
Start with a strong headline that grabs attention. Clearly state the news in the first paragraph. Include quotes from key stakeholders. Provide background information about your company. Keep it concise and easy to read. And always include contact information for follow-up questions.
How do I measure the success of my earned media efforts?
Track website traffic, social media engagement, brand mentions, and referral traffic from media coverage. Use tools like Google Analytics and social media analytics dashboards to monitor these metrics. You can also use media monitoring tools to track brand mentions across online platforms.
What if I get negative press coverage?
Don’t ignore it. Respond quickly and professionally. Acknowledge the issue and offer a solution. If the coverage is inaccurate, politely request a correction. Use the opportunity to demonstrate your commitment to customer satisfaction and transparency.
Don’t just sit back and wait for publicity to find you. Take action today: identify one journalist or influencer in your niche and send them a personalized email introducing yourself and your company. You might be surprised at the results. If you want to stop wasting your marketing budget, earned media is a great place to start.
