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Earned Media: Best Practices for Maximizing Visibility

Earned media, also known as "free media," refers to the coverage that organizations receive in the form of news articles, TV segments, or radio interviews. It is a powerful tool for building brand awareness and credibility, and it can be a highly effective way to reach target audiences. Here are some best practices for maximizing earned media:



  • Develop a strong pitch: A well-crafted pitch is essential for getting the attention of journalists and other media outlets. It should be clear, concise, and compelling, highlighting the key messages and newsworthy aspects of your story.

  • Build relationships with journalists: Building relationships with journalists is key to getting your organization's story covered. This means identifying key journalists in your industry, connecting with them on social media, and being responsive to their inquiries.

  • Be timely and relevant: Journalists receive hundreds of pitches a day, so it's essential to be timely and relevant in your approach. This means identifying and capitalizing on news hooks and trends, and being responsive to breaking news.

  • Create compelling content: In addition to a strong pitch, it's important to create compelling content that will help tell your organization's story. This can include infographics, videos, photos, and other multimedia elements.

  • Use social media: Social media can be a powerful tool for promoting earned media coverage. Share your organization's coverage on social media platforms and use hashtags to reach a wider audience.

  • Measure your results: Keep track of the coverage your organization receives and measure its effectiveness. This will help you identify what's working and what's not and make adjustments as needed.

  • Be consistent: Earned media takes time and effort to build, so it's important to be consistent in your efforts. Continuously work on building relationships with journalists, creating compelling content, and sharing your organization's story with the media.

By following these best practices, organizations can increase their chances of getting coverage in the media and maximize the visibility of their brand. Earned media is a cost-effective way to reach target audiences and build credibility, and it can have a significant impact on an organization's overall success.


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