Difference Between Earned Media and Advertising?

Dec 12, 2011

So how do you win the media's attention? How does "earned coverage" work? 

Let's start with the basics: You need to present a newsworthy person, product, event or story. If you don't have news, you can ethically create it if you know how.

You need to also understand not only which publication or broadcast channel/show to pitch, but which reporter or editor might be interested in that story based on their beat and what they've covered in the past. Most PR professionals use a comprehensive, cloud based media database for that purpose.

You should also understand your objectives in getting the story published. What do you want your audience to do? How would you like them to respond to your message? What is the message you want the media to help you get across? Could social media work just as well, if not better?

Earned media initiatives can be very simple or complex depending on your news. There are numerous strategic questions that have to be answered before a reporter or producer is contacted. And you usually have less than a minute--30 seconds is typical--to get your story idea across.

More on earned coverage including examples in the next post.