What is earned media? Earned media is leveraging relationships with editors, bloggers, influencers, news anchors and others in various media outlets to deliver brand messaging. Through relationship building, constant pitching, strategic targeting and compelling mentions, brands can secure their name in print, on TV, or in the digital space. Adding earned media to any communications plan assists brands by positioning them at the forefront of a wide market.

The key to earned media is simple – everything boils down to the relationships you make and the research you do.

For exposure in a local market, send your local talent an email and ask to grab some coffee. Remember: do not treat this as a business transaction! Get to know the person for who they are – you could meet a new friend and authenticity goes a long way. Ask questions about what kind of pieces they enjoy covering and offer to be a resource for them. Before you end your meet-up, be sure to let them know about the brand you represent and ask for collaborations.

Foster the relationship even if they move to other markets. By continuing a good relationship with the talent, you are opening the door to future segments in other markets.

If you are going after a bigger publication, do your research. For instance, say you represent a boutique hotel in Palm Springs and want to be mentioned in Forbes. Visit their website and click the Lifestyle Travel section to review their published articles while familiarizing yourself with each author. Look at each author’s content and brainstorm a pitch that aligns with the author’s past content. Give them a follow on all their social handles to get to know them better.

After the research is complete, compile a pitch with the following:

• Use a clever subject line like “Influencer’s Number One Hotel in Palm Springs.” Think about magazine article titles for your subject line.
• When pitching your story, do not overwrite it. Make the body of the email short and sweet.
• Adding Dropbox links gives you a better chance at getting published. Include photos, videos, or any case studies. Editors receive thousands of pitches daily and the more work you do, the less work they have to do.
• If your pitch is too lengthy, consider it unread.
• Your pitch will get brownie points if you refer to some of the author’s past work showing them you took the time to understand what they are looking for.
• If there is an option to pitch on a social media direct message, do both!

Finally, leverage micro-influencers

A study done by ANA says 92 percent of customers trust a micro-influencer more than traditional advertising or celebrity endorsements. Furthermore, over 82 percent of consumers are likely to purchase recommendations made by a micro-influencer.

One of our retail clients recently partnered with a local micro-influencer, stylist Lexi Crosby (pictured below), who assists with earned media. Our PR team works with her and local talent to pitch monthly content like the “Top Ten Mother’s Day Gifts” promotion.

Leveraging earned media can feel overwhelming at first. The beauty of modern earned media is the ability to connect with people using a variety of tactics, including social media. Remember to do your research and continue to build and foster relationships. With each earned media piece, you are setting up a brand to be at the forefront of the public’s mind and creating good sentiments – and, ultimately, boosting sales, engagement, and/or brand exposure for your client.

If you’re interested in learning more about how earned media can boost your brand, contact us!