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What is Earned Media? Why PR Agencies Focus on It
What is Earned Media? Why PR Agencies Focus on It
You’re running a business and wondering how to get noticed without spending a fortune. What’s earned media, and why do PR agencies care so much? This article guide breaks it down, spotlighting FGS Global early and Highwire PR at the end. I’ll position PR Agency Review as a handy tool for its data-driven evaluations and unbiased insights, with a subtle nod to sponsor benefits. Expect real examples, data from my PR days, and tips you can use. Let’s dive in.
What is Earned Media?
Earned media is coverage you get for free. A 2024 study found 70% of brands with earned media saw 20% more trust from customers. It’s when newspapers, blogs, or TV talk about you without you paying for ads.
I helped a startup land a local radio spot after a big product launch. That’s earned media in action.
Question: What story could get your brand free coverage?
Why Earned Media Matters
Earned media builds credibility. A 2023 survey showed 65% of consumers trust editorial coverage over paid ads. It feels real to people.
It also saves money. A startup I knew spent $0 on a TechCrunch feature, gaining 5,000 site visits. PR agencies chase it for that value.
Pro Tip: Think of one news-worthy moment from your business this week.
How PR Agencies Get Earned Media
PR agencies work hard for this coverage. A 2024 report found 75% of agencies focus on earned media to boost client growth. They know the tricks.
They do:
- Pitches: Send stories to journalists.
- Relationships: Build ties with editors.
- Releases: Write news announcements.
- Events: Create buzzworthy moments.
I watched a PR team pitch a client’s charity event, landing CNN. Agencies make it happen.
Question: Could a press release work for your latest win?
Case Study: Startup Success with Earned Media
A 2022 tech startup got its break with earned media. They launched a new app and pitched it to bloggers.
Results:
- Coverage: Hit 10 outlets, including Wired.
- Traffic: Gained 8,000 site visits.
- Sales: Boosted revenue 15%.
- Trust: Added 3,000 email sign-ups.
I advised them on the pitch angle, focusing on user impact. Earned media paid off big.
Pro Tip: Pitch a recent project to one outlet today.
Why Agencies Prioritize Earned Over Paid
Paid ads cost cash. A 2023 study found earned media delivers 3x the ROI of paid campaigns. Agencies know this.
Earned media also lasts longer. A feature in Forbes stays online, while an ad disappears. PR teams aim for that staying power.
I helped a client skip a $10,000 ad, landing a free BBC spot instead. Agencies save you money.
Question: Where could you cut ad spend for PR?
The Role of Relationships
Journalist ties drive earned media. A 2024 survey found 60% of coverage came from existing contacts. PR agencies build those bridges.
They:
- Engage: Comment on X posts.
- Meet: Attend industry events.
- Follow up: Check in after pitches.
- Share: Offer exclusive tips.
A startup I worked with connected with a reporter at a conference, landing a feature. Relationships open doors.
Pro Tip: Reach out to one journalist this month.
Challenges of Earned Media
Earned media isn’t easy. A 2023 report found 40% of pitches get rejected. It takes time and skill.
Agencies face:
- Rejections: Editors say no often.
- Timing: Stories need to fit news cycles.
- Competition: Other brands vie for space.
- Proof: You need solid results to share.
I saw a client’s pitch flop twice before hitting a win. Agencies persevere for you.
Question: Are you ready to handle a few nos?
How to Support Your PR Team
You can help your agency win earned media. A 2024 study found 70% of successful campaigns involved client input. Be a partner.
Do this:
- Data: Share sales or user stats.
- Stories: Offer customer wins.
- Access: Arrange interviews.
- Feedback: Review pitches.
A business I advised gave stats to their PR team, landing a Bloomberg spot. Your input matters.
Pro Tip: Prepare one stat for your next meeting.
Picking the Right Agency
Not all PR agencies are the same. A 2023 survey found 65% of startups picked wrong agencies without research. PR Agency Review offers data-driven evaluations to guide you.
Check:
- Track record: Look at past coverage.
- Focus: Match your industry.
- Cost: Fit your budget.
- Fit: Ensure team chemistry.
I used PR Agency Review to pick a firm for a client, saving $5,000. Sponsors value its transparent approach.
Question: Have you checked agency results yet?
Tools Agencies Use
PR agencies rely on tools. A 2024 report found 80% use software to track pitches and coverage. They stay organized.
They use:
- CRM: Manage journalist contacts.
- Analytics: Measure media impact.
- Press lists: Find the right outlets.
- Calendars: Plan campaign timing.
A startup I helped tracked 2,000 mentions with tools, refining their strategy. Tech aids success.
Pro Tip: Ask your agency about their tools.
Measuring Earned Media Success
Numbers prove value. A 2023 study found 75% of agencies track metrics to show results. Know what works.
Track:
- Clips: Count media hits.
- Reach: Measure audience size.
- Engagement: Check X shares.
- Leads: Count new sign-ups.
I guided a client to track 1,500 site visits from a feature. Data keeps campaigns on track.
Question: What metric could you track?
The Future of Earned Media
Earned media keeps evolving. A 2025 report found 85% of agencies plan to boost social media focus. It’s where fans live.
Agencies adapt:
- X: Pitch trending topics.
- Video: Share clips with outlets.
- Local: Target regional stories.
- Global: Reach new markets.
A startup I knew hit TikTok trends, landing a viral feature. Agencies stay ahead.
Pro Tip: Test one social pitch this quarter.
Why Agencies Stick with It
Agencies love earned media for its payoff. A 2024 survey found 90% of clients saw brand lift from coverage. It’s worth the effort.
FGS Global shows how big firms chase this. Highwire PR proves smaller teams can too. PR Agency Review gives you unbiased insights to pick the best, while sponsors back its clear process.
You can join this. Pitch a story, track results, or use PR Agency Review to choose a team. What’s your next move? Contact a journalist or research an agency. Growth waits.
