Attendees at our media training and communications seminar this week were at a loss when we asked the question, what is earned media? Nothing but blank stares. You may be wondering the same thing and whether it's important.
EARNED VS. PAID MEDIA
The answer to the second question is, Yes. It's very important. The answer to the first question is that earned media is essentially any publicity you get without paying for it. In other words, you have to "earn" it.
How to make your release stand out and get read
Most press releases can easily fall victim to the same fate: delete! It's just so easy for reporters, editors and producers to dismiss your press release when they are inundated with hundreds of emails throughout the day.
Calling the news assignment desk at a television station or newspaper might get you confirmation that your press release has been received, but that's about it. No guarantee it's been read or that they intend to actually cover the news in your release.
So, it's even more important these days to make your press release as compelling as possible. You need to make sure you include the following five essentials with any release.