Earned media is more than getting news coverage.

Earned media is an important part of shaping public understanding and building credibility. But success isn’t measured by the number of media mentions alone. It’s crucial to understand whether coverage is positive, neutral or negative, identify emerging trends and determine how media coverage supports organizational goals.

You’ve heard that the media landscape is changing, but what does that actually mean to your organization?

It means finding the right journalist and making it easy for them to report on your story. It means building relationships and becoming a reliable source of information that reporters can turn to for insights, quotes and story ideas. That’s where the right media strategy can make all the difference.

This could include:

• Developing media relations strategies

• Building and maintaining media lists

• Writing media releases, op-eds and supporting materials

• Preparing spokespeople for interviews and media appearances

• Monitoring media coverage to identify trends and sentiment

• Preparing award submissions and recognition applications