Why pitch to journalists and pursue earned media? Getting a quote, story or opinion/comment piece published takes time and effort, with no guarantees of successful pitches – although there are ways to increase your chances, which I go into later.
But first, some good reasons for securing earned media:
Third-party endorsement
Earned media is validation from third-party sources. A trusted publication or website publishes your comment, story or opinion piece with your business name, and it is someone outside your business essentially saying you are worth paying attention to.
It also supports and helps build on an individual’s authority and, by association, brand authority.
Gain wider reach
A media outlet will generally have a bigger audience than you would usually reach with your own content, and it is likely to put your name in front of different people.
Trade publications have specialist audiences who already have some investment in industry knowledge and expertise. If the publication is subscription-only, there is an even stronger vested interest in the content it publishes.
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