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The path to Earned Media Relations success involves delivering authentic value to the reporter’s audience that simultaneously supports core business and communication objectives of the Brand; amplifying the investment in all marketing channels. This end game results in consistent Earned Media coverage.
The concept is simple. The path to realizing this ROI is unlike most traveled by Brand marketers daily.
Dr. PR selected a few questions posed by the PRSA community (source- PRSA-NJ). A common theme emerged among submissions, the importance of matching team experience to the specific PR Firedrill scenario.
A battalion of new recruits is not the ideal choice to lead a Special Forces operation. Those missions are reserved for highly trained specialists like the Marines, Navy Seals, etc.; matching the soldiers to the ever-evolving battlefield challenges.
With both empirical data and ample original content from reporters showing how broken the relationship is between the PR Pro and Reporter, the difference between success and failure lies in the ability to identify, deploy and trust the tactical teams to generate on-brand Earned Media coverage.
Let’s dive into some of the more common challenging inquiries received.
1. Client is radioactive, how can we generate positive Earned Media coverage?
2. Leadership is applying pressure, need Earned Media wins, how do you “make it rain?”
3. Embargo pitching has been met with zero response from targeted media, is there any hope in the final days/ hours before launch to secure a “breakthrough?”
Beyond the lack of unbiased mentors in PR, Media Relations is downright challenging; and only getting harder. Trusted companies that PR pros rely on like Cision (State of the Press Release), MuckRack (State of PR), Propel (Media Barometer), PRNews (Media Relations Dirty Little Secret), PR Daily (7 tips from an editor on getting Earned Media) and SpinSucks (How to Design the Perfect Pitch) have been saying the same thing for years.
Whether you choose empirical data or more anecdotal, the relationship between PR pros and reporters is broken; causing an increasing number of PR Firedrills that agency and brand marketers have to combat.
Enter Dr. PR, who is ready to take on any and every PR challenge that you or your colleagues are faced with. There is no issue that is off the table for exploration; the only goal Dr. PR has is providing a solution to your challenge. If it faces you, others can learn from the experience too; let’s explore openly.
When Dr. PR responds, the recommendations are rooted in best practices learned from other brand marketers (in-house and agency) AND reporters; getting to the heart of solutions through sharing experiences.
To showcase some of the scenarios, we will share some of the popular PR Firedrill scenarios that plague our industry, further damaging our relationship with reporters. We will openly explore PR Firedrills that emanate from the Client-, Agency- and even Reporter-side; providing successful options to consider.
Why can’t there be a roadmap to PR & Earned Media success that can be applied regardless of situation/challenge? A tool that builds the professional confidence and capabilities of your team by empowering them for current and future success.
“During the pandemic, we were able to meaningfully tell our company story and build the Brand reputation because of the resource at our fingertips (EME2S),” said Aisha Fletcher Director of Communications & PR Brinker International/Chili's. “It felt easy because we already did the homework; removing layers of ‘perceived work.’ This made our most impactful external communications work feel like some of our easiest.”
These solutions do exist. They can be applied universally and are all built with embedding the solution within your team; they provide:
Every Earned Media outcome a Brand can conjure has tangible Earned Media Equation 2 Success (EME2S) for generating valuable Third Party Endorsements
Everything needed for success is already within your teams
This EME2S can be applied to any and all assets and/or media targets; in perpetuity
In our final entry on ways to generate Earned Media in the face of “No News,” we will examine the opportunity presented by analyzing competitors; whether industry rivals and/or Brands in tangential industries that excel in identified areas of importance.
How does analyzing competitors directly lead to increased Earned Media when the Brand has “No News?”
The outcome provides a direct roadmap to build Earned Media strategies that generates coverage in identified outlets by:
Defining what generates headlines
Identifying essential incremental steps
Uncovering new Targets
There are many names for Reactive Earned Media Strategies, including News Bureau, Expert Commentary, Thought Leadership, etc. These tactics provide infinite opportunities to achieve Brand business objectives through Earned Media by leveraging established brand equity and expertise.
What does a successful Proactive Opportunistic Communications Strategy look like?
oday, we tackle some common misperceptions and questions PR pros have about approaching the media; let’s dive in tackling topics including:.
What are the ideal times to target, and to avoid, when approaching Media?
Pitching on Fridays ; good or bad?
What are the “prime times” for pitching media when they are most likely to engage?
How to best navigate Holiday pitching?
Starting with a direct hypothesis: Earned Media outcomes can be more predictable, measurable and valuable for brands if we approach like a reporter does a story idea.
Inverted pyramid writing style immediately dictates that the most important information comes first. We also know the importance of being brief, direct, and concise with all communications.
How does the "General" approach to pitching fit this mold?
