by Elsa PaulStrategies for Gaining Earned Media Coverage in PR| Trivium PR
Earned media is any form of free publicity for the brand’s image, goods, and services. Internally in organizations, it is also referred to as organic media coverage.
Being in the PR industry for a couple of months, I learned that obtaining media attention is one of the most important aspects of the profession. It’s not simply about landing coverages; because if you’re getting it through wire or through paid collaborations, why on earth would you need a PR expert? Acquiring opportunities, coverage, and mentions in the media without commercials being involved, truly declares you to be a professional in the field.
However, this practice requires an immense amount of genuine effort and connections built from our end. The communications and connections that we make should be crisp, clear and to the point that we earn it in our hands without encountering any difficulties on the path of procurance. And for this to be achieved, it requires tenacity and a proactive approach. The secret to success in public relations is relationship building, creating interesting tales, and portraying your business as a reliable source of information.
There are no set procedures or actions to follow, if you ask me how to obtain these opportunities. As PR is not a field where you will be given written regulations to follow, everything is in our hands. What will genuinely help you stand out and advance in this field is breaking up the monotony and introducing your unique approach to interacting with others and building relationships. Anyone who waits for patterns and adopts a conventional strategy will never advance because the industry is constantly evolving and showcasing fascinating new trends. However, I might highlight several elements that could assist you in understanding all of the recipes to make this PR cookbook successful so that you can earn media coverage.
One should have a thorough awareness of current market trends and the subjects that journalists are most interested in before moving on to generating stories and releases. Only after the capturing of identified aspects of the industry, one could develop newsworthy and compelling story angles that journalists would want to cover. Thereafter, you should cultivate relationships with the media people who cover the similar beats related to your brand so that you may share articles or press releases with them. Contacting the journalists for your deeds to be looked upon doesn’t work at all; in fact, it can even be considered an offense. Therefore, attending industry events, engaging with journalists on social media, and offering them valuable insights or expert opinions will help you to establish rapport and credibility among them.
Casually reaching out to the media would cost you a lot in the run. Always be sure to reach out to the appropriate person in the appropriate manner at the appropriate time of interest to avoid
their responding in the exact opposite way from what we are looking for. You should tailor each pitch to the particular journalist and explain why your story would be interesting to their readers or viewers rather than routinely submitting releases and articles to a large number of media outlets. Trust me, convincing skills work in this industry, said that you convince in the appropriate way.
In order to get into the good book of journalists, responding to media queries in a prompt way does help. Always try to sign up for media inquiry services such as HARO (Help a Reporter Out) and quickly provide relevant inputs when journalists seek industry expert opinions. Join WhatsApp Groups for public relations professionals to stay up to date on current developments and what’s happening in your target market. When they know that the PR professional is qualified to give them exclusive articles or interviews, journalists will be eager to provide an opportunity. As media outlets frequently look for original content that other sources don’t have, giving journalists exclusive access to your brand might enhance your chances of getting coverage.
In the modern era of PR, collaborations with celebrities or influencers at your industry’s events might result in media coverage and increased buzz. Additionally, by meeting journalists in person at industry events where they are likely to be present, you can also boost your chances of receiving earned media coverage.
Overall, gaining earned coverage from different types of media is not that easy. Simultaneously, it’s not a herculean task either. Anyone can get coverage from relevant media outlets without having to break the bank, just that you have to diversify your outreach methods. Earning free media coverage and raising brand awareness is kind of an art that requires innovative thought process and impeccable execution. How you carry out each of these is entirely up to you.