In today’s crowded digital landscape, capturing attention and building trust can be a challenge for any organization. Paid advertising, while valuable, can feel impersonal. Social media, while interactive, can get lost in the noise. This is where earned media shines.
As an IT and marketing consulting company, we at Baseline Innovations understand the unique needs of each sector. Here, we delve into the power of earned media and explore actionable strategies to help your organization, regardless of its purpose, secure valuable media coverage.
What is Earned Media?
Unlike paid media (advertising) or owned media (your website and social media channels), earned media is the positive publicity your organization receives from credible third-party sources. This can include:
- News articles: Feature stories, press releases picked up by media outlets, and investigative reports highlighting your work.
- Blog mentions: Influential bloggers discussing your mission or innovations.
- Social media mentions: Positive reviews and commentary from reputable accounts.
- Podcast interviews: Sharing your expertise and insights with a targeted audience.
- Industry awards and recognition: Receiving accolades for your work attracts media attention.
Why is Earned Media Important?
Compared to paid advertising, earned media offers several advantages:
- Credibility and Trust: Third-party validation from a credible source carries more weight with audiences than self-promotion.
- Increased Visibility: Earned media placements reach new audiences beyond your existing network.
- Enhanced Brand Reputation: Positive media coverage strengthens your brand image and positions you as an authority.
- Improved SEO: Backlinks from high-authority websites improve your search engine ranking.
- Cost-Effective Reach: Earned media requires strategic effort, but not the financial investment of paid advertising.
Tailoring Earned Media Strategies Across Sectors
While the importance of earned media is universal, specific strategies differ across sectors. Here’s some examples of how to tailor your approach for verticals that we commonly work with at Baseline Innovations:
Nonprofits
- Focus on Impact: Highlight compelling stories of the individuals your organization helps. Showcase data-driven results to demonstrate the effectiveness of your programs.
- Partner with Influencers: Collaborate with well-respected community leaders, celebrities, or advocates who support your cause.
- Target Cause-Specific Media: Identify journalists and publications dedicated to your area of focus (e.g., social justice, environmental issues).
Higher Education
- Highlight Academic Achievements: Share research breakthroughs, faculty awards, and student successes. Announce new degree programs or innovative teaching methods.
- Emphasize Student Outcomes: Showcase your institution’s impact on graduates’ careers and post-graduation success.
- Target Education Publications and Rankings: Pitch stories to education journalists and industry publications. Track and leverage positive mentions in university rankings.
Tech Companies
- Focus on Product Innovation: Announce new product launches, features, and updates. Highlight user testimonials and success stories.
- Contribute Industry Expertise: Develop thought leadership content and white papers. Pitch guest articles to tech publications and blogs.
- Engage at Industry Events: Participate in conferences and trade shows to connect with media and showcase your technology.
Building a Strong Foundation for Earned Media
Before actively pitching stories, lay the groundwork for success:
- Develop a Compelling Narrative: Craft a clear and concise message that resonates with your target audience. What makes your organization unique and valuable?
- Identify Your Target Media Outlets: Research publications, blogs, and journalists who cover your industry or area of focus. Understand their content and editorial calendar.
- Build Relationships with Journalists: Develop genuine connections with relevant media professionals. Offer valuable insights and expertise without always expecting immediate coverage.
- Prepare Strong Press Materials: Create a media kit with press releases, a fact sheet, and high-quality visuals to share with journalists.
Strategies for Earning Positive Coverage
With a strong foundation in place, you can actively pursue earned media opportunities:
- Develop Newsworthy Stories: Identify news hooks and angles that make your story relevant and timely. Is there a new law affecting your work? Are you hosting a groundbreaking event?
- Craft Compelling Press Releases: Write clear, concise press releases with a strong headline and lead paragraph. Emphasize the “who, what, when, where, why, and how” of your story.
- Pitch Your Stories Proactively: Don’t be afraid to contact journalists and editors with well-crafted pitches tailored to their publication’s focus.
- Become a Source for Expertise: Position yourself as a thought leader by offering commentary on industry trends and relevant news stories.
- Leverage Social Media for Amplification: Share your earned media coverage on your social media
Leveraging earned media empowers institutions to move beyond internal messaging and allows for others to speak to the value of your brand and corresponding products and services. By forging a collaboration between your organization and third-parties, you can cultivate a grass-roots approach to marketing, paving the way for a brighter future for your business.
Ready to unlock the potential of earned media? Contact us at Baseline Innovations to learn how our team of IT and marketing experts can help you develop and implement a comprehensive strategy that optimizes your organic opportunities and empowers you to increase and maintain your earned media and the benefits that follow.
