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.
The PR industry is $107 Billion globally (source- Statista), impressive until you compare it to the $758 Billion spent on Paid Advertising globally; a number that will surpass $1 trillion by 2026 (source- Statista). Aside from the monumental budget differences is another jarring fact that differentiates the two marketing strategies, PR (and more specifically Earned Media) is an “idea industry” built from a foundation of “Risk/Reward;” Paid advertising is negotiated with a contract and financial incentive.
These fundamental differences manifest daily, but are often overlooked. An Ad rep calling into an outlet has the immediate knowledge that the person and organization on the other end stands to benefit financially. Same situation applied to when a PR person is calling on a pitch idea, the reporter and outlet do not stand to benefit financially; everything is earned.
Approaching Earned Media through the lens of Paid advertising is a proof point for why PR Pitch response rates from reporters are at an all-time low (Source- Propel). PR pros can’t approach Earned Media targets the same way they do paid advertising and expect the same outcome; they are entirely unique forms of marketing.
Trust and authenticity is as critically important as it is elusive in Media Relations; it is this “Risk vs. Reward” proposition that fuels our industry. There is a reason PR provides the only path to a Third Party Endorsement, it is indelibly connected to why PR is also one of the least invested in of the marketing tools; risk.
In this scenario, we are only exploring PR with a focus solely on media relations; to showcase how Brands are converting “perceived risk” into positive media coverage.
Brand marketers are risk averse by nature. Paid advertising represents the largest spend of the marketing budget; it also provides contractual control of messaging. “Control” does not exist in PR; “Risk vs. Reward” takes its place. The innovative Brands that push these boundaries successfully, mine for this opportunity; perpetually.
In this month’s post we will explore three common strategies that Brands deploy successfully; Content, Activations and Spokespeople.
Content
Taking many forms, content provides the perfect mix of what reporters are looking for (value for their audience), while also delivering what Brand marketers most desire (control of messaging).” Data provides a treasure trove of Earned Media opportunity while presenting less inherent risk to the Brand. Releasing consistent content establishes instant expertise, while providing media the ability to interpret and package in a way that is most authentic to their audience. For example, 20 different reporters can write 20 entirely unique stories using the same core data. Providing ample opportunities over a longer period of time to realize ROI and convert coverage.
AAA is the best example, they own the week before every travel holiday with their report on how far the average American is traveling by car, plane or train. I have seen this data point referenced in nearly every section of the newspaper and can’t avoid the story on TV or Radio either; I hear it multiple times every holiday.
Strippinig this tactical content activation to its root components. An Industry Association releases timely statistical information that allows the media to interpret in countless ways, providing immense ROI through unpaid Earned Media. A low risk/high reward media relations opportunity for any brand to consider.
Another way to interpret content is through the opportunity present through social posting; maximizing the investment in the Social Team’s work. Wendy’s irreverent social media presence is the perfect example. They are never afraid to take a risk. In doing so, they even break some unspoken marketing rules like directly engaging and calling out competitors; it works for them. It also generates millions in free Earned Media that supports the Brands tonality; consumers and Media have come to look for their response when situations emerge.
Activations
Event activations that involve the public and/or tie into pop culture provide a foundation from which to build a successful PR activation. Following the old adage “actions speak louder than words,” the perceived risk involved with an Event Activation is why, when done right, there’s few better ways to generate breakthrough coverage.
For more than 87 years, the Oscar Meyer Wienermobile has been racking up millions of miles and equally as many positive media stories. Not only is the Wienermobile showing up in your town a media moment, the annual job search for the driver generates headlines and even unfortunate news like a catalytic converter getting stolen benefits the brand. The Earned Media they generated in local, regional and national headlines more than replaced the value lost in the theft; even bad news benefits them.
Looking at the PR Takeaway- Investing in a Brand Experience that authentically ties to the history of your brand is a safe way to “control your controllables.” In the worst case that the wienermobile didn’t generate PR, it would still generate social content, help to educate, excite and connect with consumers directly; something every other hot dog Brand aspires to. The year-long Wienermobile travels are as iconic to hot dogs as the Nathan’s Hot Dog Eating contest on the Fourth of July (a single-day event), providing Oscar Meyer more value, less risk and with less of an investment.
Taking activation away from an event and replacing it with a product, Brands have a fruitful opportunity around creating products; whether real, imaginary or limited edition.
Let’s look at Brach’s and their iconic Valentine’s candy, the conversation heart. They introduced a limited-edition product with the Friends license to release candies with iconic lines from the show. This has generated Earned Media to support all their Paid advertising dollars; this story spanned pop culture publications on broadcast and digital platforms nationally.
Spokespeople
The path with the most risk and least control is with spokespeople. The closer authentically the brand is to the spokesperson is directly connected to the amount of risk; internal spokespeople will have less risk than external partners. All spokespeople come with risk.
The Brands that are mitigating these risks successfully are those that opt for diversified voices tied to the topic; rather than having a face of the brand. For the last decade, Starbucks has done a remarkable job navigating this tightrope. They have different spokespeople for employee, sustainability and new product offerings. This way, if a spokesperson is replaced and/or gets into trouble, the Brand can more easily disassociate and move on.
Synthesizing this down to its simplified PR parts- Internal Spokespeople + Qualified Area of Expertise + Challenge (positive or negative) = Media Coverage.
External spokespeople have experienced a precipitous fall over the last decade as Brands identify that the risk with aligning to them may not be worth the investment. The Risks tied to a spokesperson that is in the spotlight are infinite and even can tarnish a Brand long after a partnership is over.
Nimble Brands have replaced this with a safer strategy that is lighter on the “risks” while amplifying the “rewards;” they are authentically aligning with micro influencers that may only have value to their Brand.
Popeyes Louisiana Kitchen recently signed Dieunerst Collin to an NIL endorsement deal; one of only a few Division II athletes with a National endorsement. Why didn't they go for a Division I professional prospect level athlete?
A decade ago, Collin unwittingly became a viral sensation overnight while he and his family were in line waiting at Popeyes; unbeknownst of the life changing experience that was unfolding. There are countless examples like this that show it doesn’t take millions of dollars or A-list celebrities in order to deliver Earned Media, it simply takes an authentic idea from a Brand marketing team with the tenacity and confidence to see it through.
There are limitless authentic Earned Media moments that can deliver ROI to a reporter’s audience while also delivering different value to the Brands; there’s millions of dollars in untapped Earned Media to support these businesses’ ever-evolving goals.
Be The Change