Earned media refers to any form of media coverage that a company or organization receives through unpaid means, such as through word-of-mouth, online reviews, or editorial coverage in a newspaper or magazine. The term is often used in contrast to "paid media" (such as advertising) and "owned media" (such as a company's website or social media channels).
Why is Earned Media Important?
Earned media is important for a number of reasons. Firstly, it is often seen as more credible than paid media. This is because earned media coverage is generated by a third-party (such as a journalist or blogger) rather than by the company itself. As a result, consumers are more likely to trust and believe the information presented in earned media.
Secondly, earned media can be a powerful form of marketing. A positive review or editorial coverage in a well-known publication can generate a significant amount of buzz and interest in a company or product.
Lastly, earned media can be a cost-effective form of marketing. Unlike paid media, which requires a significant investment, earned media is generated through unpaid means. As a result, it can be an effective way for companies to reach a large audience without breaking the bank.
How to Earn Media Coverage
Develop a compelling story: To earn media coverage, you need to have a compelling story to tell. This could be a new product launch, a charitable initiative, or an interesting research study. The key is to find a story that is newsworthy and relevant to your target audience.
Build relationships with journalists: Building relationships with journalists and editors is an important step in earning media coverage. This includes identifying the journalists who cover your industry and reaching out to them to introduce yourself and your company.
Create a press release: A press release is a formal announcement that is sent to journalists and editors to inform them of your news. A well-written press release can help to increase the chances of your story being covered.
Leverage social media: Social media can be a powerful tool for earning media coverage. This includes using social media to promote your story, reaching out to journalists and editors through social media, and using social media to build relationships with influencers.
Monitor your coverage: Once your story has been covered, it's important to monitor the coverage to see how it's being received. This includes tracking the reach and engagement of the coverage, as well as monitoring online conversations to see what people are saying about your story.
How Awario can help with Earned Media
Awario can be helpful for earned media by providing businesses with insights on customer sentiment, identifying key influencers in their industry and tracking the reach and engagement of their earned media coverage. By monitoring customer sentiment, businesses can identify leads that are more likely to convert into customers. By identifying key influencers, businesses can create targeted campaigns and tailor their pitch to the specific needs of their target market. Additionally, Awario can help businesses to track the reach and engagement of their earned media coverage and make data-driven decisions to improve their earned media strategy.