5 pros to earned media (aka PR) coverage
A big portion of public relations is earned media - but what does that actually mean?
As opposed to paid media, which involves a financial transaction in exchange for placement in a magazine, on TV or on the radio, earned media is the artful cultivation of relationships with journalists, editors, and media outlets to secure coverage organically.
The worlds of earned & paid media have become increasingly blended in recent years (see our Instagram post about advertorials) largely due to competition from new media categories like blogs, podcasts & streaming television. Traditional media outlets have become creative, finding ways to increase revenue and remain competitive with these new media categories.
BUT the earned media category still exists, and we believe it always will. In our experience, earned media is more impactful than pay-for-play. Here are five advantages of earned media coverage:
5 pros to earned media (aka PR) coverage:
Earned media coverage typically incorporates more of a story than a paid advertisement. Paid ads typically include your brand, a tagline and a call-to-action, and if you opt for a longer, storytelling piece like a TV commercial, the price skyrockets. PR coverage incorporates you into a larger story, providing opportunities for thought leadership coverage and adding to your credibility as an industry expert.
Consumers tend to see earned media coverage as more authentic than paid media coverage. According to a recent Entrepreneur article, 9 out of 10 consumers trust earned media, whereas only 50% of consumers believe the content of paid ads.
Earned media coverage is merit-based, and it’s not just about which brand has the deepest pockets. When media outlets include you in a story, it’s because they see your message as something that will resonate with their audience, or they see you as the most credible source. Advertisers will take your money whether they believe you and your brand are a fit or not.
“Media begets media.” One of our PR clients used to say this in reference to the way earned media often leads to more coverage. If a specific journalist enjoys working with you, they may call you when they need an expert perspective on another relevant story, or a producer may see you featured in an article and call you up to appear on a radio or television segment.
Did we mention it's free!? We believe that - with the right tools & practice - anyone can learn how to do PR for their own company. If you and your team are able to spend a few hours each month pitching yourself to media, you can earn yourself & your brand exposure without using any of your marketing budget.
Don’t give up on the power of PR because you can participate regardless of your budget, and landing earned media coverage can have a powerful impact on your bottom line.
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