Has Earned Media Lost Its Edge?
Securing that perfect earned media placement in a coveted outlet that includes all the ideal key messages is a dream – for both client and publicist. But how often does that happen?
The truth is in today’s environment media relations is a tough game. With fewer full-time journalists, a growing number of freelance contributors, less media outlets and not to mention the breakneck news cycle, today’s complex media landscape is proving harder when it comes to securing the ideal earned placement. Research backs this up: Fewer than 8 percent of pitches turn into stories. In fact, on average, public relations practitioners receive one response for every 30 pitches sent.
At Approach, our message to our clients is this: Media relations has evolved and we need to evolve with it. An earned-only media campaign is no longer a viable strategy.
Today, effective PR programs are a mix of earned and paid media to drive measurable outcomes and make sure your brand messages are being heard by those who matter. Quite simply, those who embrace a more holistic approach - maximize their media coverage opportunities and extend their reach to the right audiences.
Earned media remains an integral part of the success of any overall media campaign because it’s organic and consumers implicitly trust it. This neutral, third-party validation gives brands credibility and gets consumers to click “buy” on the next hottest item or sign-up for your new service. But guess what? So does paid media coverage.
Paid media is not the ‘last resort’ it used to be. In fact, in today’s landscape it is absolutely integral to a successful media relations campaign. Here are 4 reasons why you need paid media:
There is a saturation of new products and services across categories that are being pitched to the media.
Even when exploring sponsored content opportunities, media outlets still vet companies to ensure what they’re pitching aligns with their values and will be of interest to their readers. Samples, product details, company background information are all required to ensure that a well-written piece of content can be created. If the media can’t get behind it, even if you’re willing to pay, they won’t move forward. Credibility is everything.
A smaller editorial staff and a 24-hour news cycle means that your new product launch isn't always a priority.
If there’s national news that requires immediate attention, you can expect interviews to get bumped and reviews to get pushed which impacts your coverage timelines. However, with paid media you can rest assured because sponsored placements are consistently published during busy news cycles.
Have more control of your coverage.
Paid coverage means you can control when your product review or interview happens. Knowing earned media might take longer than anticipated, sponsored media allows you to line up an article to run right at launch or secure a few paid interviews early on so you have momentum during key sales periods.
Build your momentum.
If you’re a company spokesperson who has a unique POV, chances are you’ll want to shout your insights from the rooftops. Can everyone hear me? But, if this is your first time trying to get in the spotlight, you'll need to build up your resume. National business podcasts or news shows, want to know you can deliver when they go live. So build that credibility and proven interview track record with paid interviews and share these examples when pitching for bigger earned media opportunities. Show them, “this is why I need to be on your show!”
You’ve heard it before: There’s no such thing as one-size-fits all PR. But determining the right mix when it comes to media is where Approach’s expertise comes into play. We work alongside our clients to identify the best coverage opportunities, the unique news we want to tell as well as a timeline for how to get these stories in front of audiences. We can determine how to build an effective integrated media strategy and we’d love to talk more about how we can do that for you!