Generating Earned Media

The media is an extraordinarily powerful way of conveying a message. The more coverage an issue receives, the more people are exposed to that message. The more people are exposed to the message, the more they think about it. The more people think about it, the more likely they are to become active and work to change the world.  

“Earned media,” or free publicity gained through press coverage rather than advertising, requires both persistence and opportunism. You should always be on the look out for opportunities to get in the paper, on the radio, or on TV.

There are several key steps in getting earned or free media. First, research the media in your area, becoming familiar with all the news outlets (TV, radio, print, and online). Once you have become acquainted with the news outlets, focus in on specific reporters and editors. Pay attention to what topics each one covers (known as a “beat”), and familiarize yourself with their different beats.  

Create a database or list of media outlets and key contacts that you can refer to when you would like a reporter to cover a specific event or story. For instance if Maureen McReporter of the Anytown Gazette frequently covers health- and science-related stories, she would be more likely to write or report on a story relating to those topics.  Always be sure you are approaching the right reporter. A reporter’s time is a valuable commodity; respect that and you are on the path to building good relations with the press.

Other key things to note when you are compiling your media database are:

  • News cycle patterns. Familiarize yourself with media deadlines, so that you can plan your events and press releases accordingly.
  • Key local activists. Keep up-to-date contact information for local sources that reporters can interview in the context of stories related to your issue(s).
  • Press contact information. Be sure to have email and fax numbers for your target reporters. A good press release doesn’t do any good if you can’t get it out.

Your relationship with your local press can greatly impact the level of coverage you get. So remember to always respect a reporter’s time and take these simple steps to build a great lasting relationship with your local media. 

Introduce yourself. Schedule a time with a reporter to introduce yourself and your cause. Keep the meeting brief and to the point. Be prepared to answer questions they may have for you.

Leave materials. Prepare a press packet with a few pertinent fact sheets and your contact information so the reporter will have all the materials s/he will need to write a compelling story. 

“Spin” your issue appropriately. You may need to alter your approach to each journalist according to his or her particular beat or the type of publication. One media outlet may be interested in the story from a “hard news” perspective, or the newsworthiness of a particular event, while another may be more interested in a political, science, or human interest angle.

Be friendly with reporters but remember who they are. No matter what anyone says there is no such thing as "off-the-record." Always stick to your message and don’t be swayed. 

The Ten Commandments of Earned Media

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