Volume# 34 What are the main challenges in getting earned media?

Getting High Value Earned Media

February 15, 2024

Welcome to the latest edition of the Conservaco newsletter, where we delve into the world of public relations (PR) and share insights on effectively navigating the challenges of earning media coverage. In this issue, we’ll explore the main hurdles that companies face when seeking to secure earned media and how experience plays a pivotal role in overcoming them.

The Power of Earned Media

Earned media is a cornerstone of effective PR, offering third-party validation and credibility that paid advertising and marketing simply can’t match. Securing coverage in reputable media outlets, industry publications, and influential blogs can significantly boost your brand’s visibility and reputation. However, earning this valuable media coverage comes with its fair share of challenges.

The Challenges of Earning Media Coverage

• Fierce Competition: In today’s digital age, countless companies are vying for media attention. Journalists and editors receive an overwhelming volume of pitches daily, making it challenging to stand out in the crowd.
• Relevance: Ensuring that your story aligns with current news trends and editorial calendars is crucial. If your pitch isn’t timely or doesn’t offer unique value, it’s likely to be overlooked.
• Targeting the Right Outlets: Identifying the most suitable media outlets and journalists for your story can be tricky as the media landscape is constantly changing. Sending pitches to the wrong contacts wastes resources, and time, and diminishes your chances of success.
• Compelling Storytelling: Crafting a compelling narrative that captures the media’s interest and engages their readers requires skill and creativity. Journalists seek stories that resonate with their audiences and provide valuable insights. Please remember it’s about their audience and their audience’s needs and not only your company’s story.
• Persistence: Securing earned media often involves multiple rounds of follow-ups and relationship-building with journalists. It’s not a one-and-done endeavor but an ongoing process that takes time.

Experience Matters

Experience plays a pivotal role in addressing these challenges effectively. Experienced PR professionals bring valuable insights and skills to the table, making the process of earning media coverage more efficient and successful. Here’s how:

1. Relationship Building: Seasoned PR experts have established relationships with journalists and editors over the years. These relationships can open doors and increase the likelihood of your pitches being considered.

2. Storytelling Expertise: Experienced PR professionals know how to craft compelling narratives that resonate with journalists and their audiences. They understand the nuances of what makes a story newsworthy.

3. Targeted Outreach: With a deep understanding of your industry and the media landscape, experienced PR teams can pinpoint the right outlets and journalists for your story, increasing your chances of coverage.

4. Timely Pitches: Keeping a pulse on industry trends and news cycles, experienced PR professionals can ensure that your pitches are timely and relevant.

5. Persistence and Adaptability: Experienced PR experts are persistent in their efforts to secure media coverage. They’re also adaptable, adjusting their strategies as needed to overcome obstacles.

Case in Point: The Value of Experience

Imagine an emerging tech startup looking to secure media coverage for a groundbreaking product launch. They decide to work with an experienced PR agency. The agency leverages its industry relationships, storytelling expertise, and knowledge of the media landscape to craft a compelling narrative.

The result? The startup secures coverage in top-tier tech publications, positioning them as industry innovators and attracting the attention of potential investors and partners.

The Conservaco Approach

At Conservaco, we recognize that experience matters when it comes to earning media coverage. Our team of seasoned PR professionals brings years of expertise to the table, ensuring that your story not only gets heard but also resonates with your target audience.

In conclusion, while the challenges of earning media coverage are real, experience can be a game-changer. Seasoned PR professionals bring the skills, relationships, and insights needed to navigate these challenges successfully, securing valuable earned media coverage for your brand.

If you’re looking to overcome the hurdles of earned media and elevate your PR efforts, reach out to Conservaco. Our experienced team is here to guide you every step of the way.

Thank you for joining us in this edition of the Conservaco newsletter. Stay tuned for more insights and success stories in our future editions.

Respectfully,

Mark F. Thimmig, Chairman, CEO

Let’s Connect: mthimmig@conservaco.com

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