Every business owner and brand would love to get more PR and media attention, and earned media happens to be my favorite. Typically, you need to have all four types of media in your PR and marketing plan, so they all work together in different ways. Here’s a snapshot of earned, paid, owned and shared media.
- Earned media is when someone mentions or writes about you in a positive way which gives you credibility. This is third party endorsement not your website saying how great you are.
- Paid media is just that – advertising that you pay for in traditional or digital space. This can be an ad, digital banner, radio spot, sponsorship – or even an advertorial.
- Your own media is your website (you own your URL), webinars, blogs, white papers, books, etc.
- And shared media is social media with the hopes of going viral, like this one of Potsquatch and the BBC correspondent whose kids crashed his on-air interview. Instagram, Facebook, Pinterest and other social platforms work off the charts too.
To Get More Media Attention You’ll Need to Do This:
- Be timely and prepared to act now. Make connections with reporters and influencers in your chosen field. Build a list of journalists and read or listen to their material before you pitch. Look and act smart.
- Write interesting educational content and share it with your target audience online and offline. That means blogging often, sharing whitepapers, creating webinars and promoting tip sheets. Be the expert in your field.
- Keep track of trending topics on Facebook and Twitter. Reach out to journalists and reporters by direct message but KISS. Learn to write a mini pitch in a sentence or two. Don’t be a stalker.
- Repurpose content from an article and share it in different ways; as a fact, quote or statistic. Take that info and create an infographic. Make sure it’s branded and linked back to you.
- Take time to research hashtags so you can be easily found by reporters. It’s a fast way to sift through social media madness.
- Subscribe to HelpAReporter.com and learn how to pitch the right way and get tons of earned publicity. Be short and sweet with your responses and always on target.
- Consider newsjacking, be a contrarian, look at National Days and Months to stay ahead of events and newsworthy topics. Brainstorm 10 ways you can be a media darling.
- Speak at an event, write a media release about it, or share on your own YouTube channel. The media will research you before they call or write — and they want to know you’re for real.
- Showcase other publications or media where you’ve been featured on your press page. This gives you credibility and makes it less risky for journalists to contact you.
- Be pitch perfect. Learn how to modify your pitch for email, phone, letter, package, social media and especially in person. You never know who you’ll run into.
And, please have a professional headshot and a bio that sings — expert. Give a great interview and with little effort, you can become a resource.
Now we’re talking.
Sometimes you don’t have time to take your own photos, or have the right image to use when you need to publish a blog or social media post. That’s where sites like Pixabay, Unsplash, Gratisography, Viintage and SkitterPhoto come in. There are always stock photos too – but this is just another option to extend your marketing and PR budget. Check it out. You may just love the pictures.