Effective Public Relations Media Strategies For Securing Earned Coverage
The quest for earned media coverage has become increasingly challenging in the sponsored content era. As media outlets rely more heavily on paid placements, public relations (PR) teams must adapt to secure authentic editorial storytelling. According to Sanel Mezbur of Specter, one strategy is to create a reporter utility desk, offering a standing package that includes verified data tables, rights-cleared photos and B-roll, two on-record customers, and a subject matter expert with a 15-minute response SLA (Forbes Communications Council, 2023). This approach enables PR teams to make reporting faster and safer, increasing the likelihood that editors will choose their story without a spend.
Another approach is to leverage sponsored and owned content to fuel creative pitches. Svetlana Stavreva suggests that PR teams can shape authentic brand perspectives into unique stories, data-driven insights, or expert voices, turning owned assets into Tier 1 earned coverage (Forbes Communications Council, 2023). This strategy not only ensures brand visibility but also maintains a consistent "one voice" message across multiple channels.
Sheryl Seitz of C4 Ventures emphasizes the importance of bringing the right ingredients for credible, factual stories, including customers willing to share progress and results, partnerships that demonstrate a track record of deliverables, and exclusive information or ← →
Effective public relations (PR) media strategies are crucial for organizations seeking to build and maintain a positive reputation. In today's digital landscape, PR professionals must navigate a complex web of media channels, including traditional outlets, social media, and online publications. A well-crafted media strategy enables organizations to communicate their message, build brand awareness, and establish thought leadership.
According to a study by the Public Relations Society of America (PRSA), 71% of journalists believe that PR professionals play a critical role in shaping public opinion (PRSA, 2020). A key component of a successful PR media strategy is understanding the target audience and tailoring the message accordingly.
This involves conducting thorough research to identify the most influential media outlets, journalists, and social media influencers in the industry.
By building relationships with these key stakeholders, PR professionals can secure earned media coverage, which is often more credible and valuable than paid advertising.
A report by Cision found that 64% of journalists prefer to receive pitches from PR professionals who have a prior relationship with them (Cision, 2020). By fostering these relationships and delivering relevant, newsworthy content, PR professionals can increase their chances of securing media coverage.
In addition to building relationships with journalists and influencers, PR professionals must also be skilled at ← →
Looking to read more like this: Visit websiteAs media outlets increasingly rely on sponsored content, securing authentic earned coverage has become a growing challenge for PR teams.●●● ●●●