How to Earn Media Placement

Want to earn media instead of buying it? Earned media is the difference between a referral from a happy customer and an advertisement. Paid media is the ad. One type of media placement gains attention and the other gains attention and builds trust. It is true that earned media is stronger for motivating purchases. We tend to buy from peers and people that we trust rather than from advertisements and paid media. So how do you earn media placement? There are several tips and tactics to consider.

Create Information

The media loves information, but not just any information. It has to be information that provides benefit, change how people live their lives, or has a significant impact on current trends. You can create this type of information by conducting studies or research in your industry. 

For example, a coaching business might release a report on when the best time to start a new career might be. If you don’t have a lot of data or time to create it, you can partner with a research firm and create information. Of course, once you’ve compiled your information and created your report, create a press release to share it with the media and highlight its importance. 

Become the Expert

Establish yourself as a credible expert in your industry. Become the person that the media turns to for information. You’ll naturally become part of their stories. So how do you become the expert? Publish quality content. Engage on social media and share your experience, knowledge, and skills to provide value to your audience. 

Create Attention Grabbing Press Releases

The press release is one surefire way to grab the attention of the media. But any press release that you issue has to fit some key criteria. First and foremost it has to be newsworthy. That means that you’re actually announcing something that makes a difference in the lives of people. 

Your press release also has to be timely, relevant, and interesting. It has to appeal to the audience that your media rep or journalist writes for. Headlines are just the beginning of grabbing their attention. Videos, images, and compelling quotes can also grab their attention and motivate them to reach out and write a story about your business and your news. 

Earned media is about creating a foundation as a business that is knowledgeable, credible, trustworthy and providing value to the world, and your audience. Make earned media an important part of your marketing strategy today. Integrate it with your owned and bought media to create a strong plan. 

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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