Your B2B PR strategy is a complex machine, with earned, owned, shared, and paid media components all working together. Today, we're focusing on the earned media portion of your public relations strategy.
What is earned media? It is the attention a brand receives through through media or other websites. It is called "earned" since it cannot be bought or owned. It is attained through media relations, such as press releases and pitches to journalists.
So how do you get it? A lot relies on understanding what's happening in the world of journalism and what that means for your public relations strategy.
Which begs the question...
What is Happening to Modern Journalism?
Cision, one of the most foremost resources for everything PR, has released its 2019 State of the Media Report. This report helps us see where media relations is headed and what PR tactics would be most useful.
What does this Cision report have to say about the state of modern journalism? The intro puts it this way: "In this fragmented, dynamic media environment, communications and PR professionals have an opportunity to become even more reliable partners with their media counterparts. " Given the right PR tactics, PR professionals can succeed in firing up their media relations strategy.
Another study, Onclusive's 2019 Global Journalism Report gives us more valuable information about how we view journalism in the 21st century. Onclusive has based its report on an analysis of 2.1 billion pieces of editorial content between Q1 2018 and Q1 2019. Its conclusion: "The world of journalism has never been as dynamic as it is today .... The numbers tell a story of an author ecosystem which is fragmenting across publication tiers, editorial topics, and content formats."
What makes today's journalism so different and powerful? The report refers to two key areas to which we may attribute this: digital media and self-publishing.
Where once it was easy to know which media to pitch, today given the proliferation of Tier 3 publications (the non-media elite), there is a virtual army of lesser known outlets to penetrate. Moreover, brands can easily publish their own content and get their name and ideas in front of more eyeballs by amplifying owned content with paid media.
Let's examine these two reports and the findings therein to see what we can learn, as well as pinpoint how it will impact modern PR strategies and tactics.
What is earned media? It is the attention a brand receives through through media or other websites. It is called "earned" since it cannot be bought or owned. It is attained through media relations, such as press releases and pitches to journalists.
So how do you get it? A lot relies on understanding what's happening in the world of journalism and what that means for your public relations strategy.
Which begs the question...
What is Happening to Modern Journalism?
Cision, one of the most foremost resources for everything PR, has released its 2019 State of the Media Report. This report helps us see where media relations is headed and what PR tactics would be most useful.
What does this Cision report have to say about the state of modern journalism? The intro puts it this way: "In this fragmented, dynamic media environment, communications and PR professionals have an opportunity to become even more reliable partners with their media counterparts. " Given the right PR tactics, PR professionals can succeed in firing up their media relations strategy.
Another study, Onclusive's 2019 Global Journalism Report gives us more valuable information about how we view journalism in the 21st century. Onclusive has based its report on an analysis of 2.1 billion pieces of editorial content between Q1 2018 and Q1 2019. Its conclusion: "The world of journalism has never been as dynamic as it is today .... The numbers tell a story of an author ecosystem which is fragmenting across publication tiers, editorial topics, and content formats."
What makes today's journalism so different and powerful? The report refers to two key areas to which we may attribute this: digital media and self-publishing.
Where once it was easy to know which media to pitch, today given the proliferation of Tier 3 publications (the non-media elite), there is a virtual army of lesser known outlets to penetrate. Moreover, brands can easily publish their own content and get their name and ideas in front of more eyeballs by amplifying owned content with paid media.
Let's examine these two reports and the findings therein to see what we can learn, as well as pinpoint how it will impact modern PR strategies and tactics.
