The meaning of earned media exposure

COVID has certainly played havoc with the media landscape.

Magazine titles have been shut down, local radio and TV programs are now networked from other locations and newspapers have been shut down or moved their content online (often with a paywall).

It’s devastating on so many levels, the job losses, the loss of quality content and from a PR perspective the breadth of opportunities we could once offer our clients.

Which is why NOW more than ever, the relationships many PRs have formed with media contacts is really worth its weight in gold.

Public relations has often been positioned as the best way to secure “free exposure”, but as we all know, nothing in this life is FREE.

It’s earned. So what is earned media – from a PR perspective?

It’s networking with those media contacts, time spent with these professionals, finding out what content they want, what’s going to resonate with their readers /viewers /listeners. It’s constantly monitoring a multitude of media outlets to stay on top of trends for clients – potential and existing.

Earned media is staying in touch with those media contacts when we don’t have something relevant to say, but strengthening the relationship.

It’s equally important to stay in touch with those who have been made redundant to check on their wellbeing and to see what exciting possibilities they are pursuing and explore collaborative opportunities.

Earned media doesn’t happen overnight. It’s based on relationships and skillsets, both of which take time to develop.

However, we (the PR industry) have now been offered a brilliant chance to (yes, I’m going to use *that* word…) PIVOT from the perception of “free exposure”.

It’s an opportunity to almost “peacock” and show our multitude of colours and talents and really wow our customers.

It is the PR industry’s chance to put the value back into “earned media”.

The changing role of PR

This year more than ever, my daily tasks have been so varied, that I’ve found it difficult to really pinpoint as to what exactly a “typical” day in my “PR” universe looks like.

To give you an example, I’ve made calls to the media pitching media releases and following up media releases (standard activity), I’ve created a send-out campaign (somewhat standard, pending on the client’s needs) (I’ll share more details about that send out soon!), I’ve approached businesses on behalf of another client to form partnerships and a ton of social media activities. Beyond all of this, I’ve assisted with financial forecasting and assisted with plans for new businesses.

As I said, it’s all part of the changing role and services that a PR agency can deliver.

THIS ARTICLE encapsulates this sentiment. 

Do you work in PR?

Have you found your role changing?

Let me know in the comments below.

 

What is Public Relations – a 2017 definition

This week on our INSTAGRAM (link opens new tab!) account I’ve been highlighting the critical elements of Public Relations in 2017.

The Public Relations Institute of Australia (PRIA) defines Public Relations (PR) as: “the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. It’s the key to effective communication in all sectors of business, government, academic and not-for-profit.” 

How does that translate into simple terms in 2017?

It’s the art of communicating.

Yes, I believe there is an art to communicating and getting your message across.

A “good” PR practitioner knows who (how to drill down to your audience) to target, where (which outlets) to target, when (when is the best time to reach these media outlets and when is the best time for placement) to target your message.

Given the ever-increasing dominance of social media, messages can and must be shared across these channels as part of a comprehensive and effective PR campaign.

There’s no argument that the media landscape is incredibly “noisy”, in that through channels such as Facebook, Instagram, Twitter, and Snapchat (to name a few) having your share of voice is becoming more difficult.

That being said, there IS a way to get your product or service seen by your ideal customers. Talk to the experts (that’s the Pursuit Communications team!) about how we can create a tailored service to meet and achieve your goals.

For as little as $75 you can have a consultation (link opens new tab!) with me, Brooke Simmons, to explore what options will best deliver results for your business.

BONUS:: BOOK a session now (we’ll talk over Skype or Facetime or over coffee if you’re between Newcastle & Sydney) and I’ll provide a FREE 10-minute social media makeover (or beginners tips if you’re just starting). Valid until 1/6/2017.