Earned media is one of the most effective ways to tell your story. By having a credible news organization or online publication carry about a story about you or your products and services, you will reap incredible benefits.
But, earned media is called "earned" for a reason. You have to work at it. It takes one's proverbial blood, sweat and tears, not to mention time.
Unfortunately, many people don't have the patience for an earned media campaign. They want instant results.
I once heard a successful businessman say that he demanded to know of a prospective public relations firm just how many placements he could expect for his monthly retainer. When the firm couldn't guarantee a specific number he said he wasn't interested.
You can't force the media to cover your story simply because you think it's newsworthy.
If he had only understood what's involved in reaching out to the right reporters, building relationships, and educating them about the subject. If only he had understood that PR is not like buying time on television or producing a direct mail piece.
You can't force the media to cover your story simply because you think it's newsworthy. You can't simply wave a magic wand and expect them to run your press release.
All of these factors are why public relations firms are in business. They can help craft the right message and think strategically about how best to tell your story.
And, they can do the heavy lifting.
The good news is that once you get a little momenum, it tends to build over time. One successful placement tends to lead to another.
Have a little patience and stay focused on the big picture.
Mack Communications | Twitter: @Mack_Comm