Advice to My Younger Self Just Starting Out in Earned Media
EarnedMedia.io
Advice to My Younger Self Just Starting Out in Earned Media
Embarking on a journey in earned media can be daunting, but this article distills hard-earned wisdom from seasoned professionals. It provides strategic insights on leveraging media coverage for sustained growth and on building genuine, impactful relationships in the industry. Discover expert advice on how to create compelling narratives and engage authentically with audiences to elevate your earned media efforts.
- Leverage Media Coverage for Long-Term Growth
- Develop a Strategic Distribution Plan
- Build Relationships Before Seeking Coverage
- Understand Your Audience, Not Just Trends
- Craft Compelling Narratives for Emotional Impact
- Create Shareable Content to Build Credibility
- Control Your Story with Ready-to-Use Narratives
- Focus on Authentic Customer Connections
Leverage Media Coverage for Long-Term Growth
I wish I had known about earned media when I was starting out that publicity alone doesn't guarantee business growth--you need a strategic plan to leverage it. Early on, I assumed that landing a feature in a major publication like Forbes or Entrepreneur would automatically translate into clients and sales. While media coverage builds credibility and authority, I quickly realized that most features wouldn't convert into tangible business results without a clear follow-up strategy.
If I could advise my younger self, it would be to treat earned media as a tool, not the end goal. PR is most effective with content marketing, email nurturing, and strategic repurposing. Instead of celebrating press hits, I now integrate them into my sales funnel--adding them to my website, social proof in marketing materials, and using them for LinkedIn and Instagram content. My advice to others? Don't just get media coverage--leverage it. Have a plan to turn visibility into opportunities, partnerships, and long-term brand authority.
Develop a Strategic Distribution Plan
When I first started with earned media, I assumed that getting featured in top-tier publications would automatically drive massive traffic and conversions. The reality? Media coverage builds credibility, but it doesn't always translate to immediate sales. I wish I had known that earned media is a long-term play, not a quick win.
One thing I'd tell my younger self is to have a distribution strategy in place. Just landing a feature isn't enough--repurposing press mentions across social media, email marketing, and sales materials extends their impact. The real power of earned media is in how you leverage it to build authority over time.
I'd also focus on building relationships with journalists early rather than just pitching when I needed coverage. The best media wins come from genuine connections and providing value, not just cold outreach. Earned media works best when treated as part of a bigger branding strategy, not just a one-time PR push.
Build Relationships Before Seeking Coverage
One thing I wish I had known about earned media when starting my career is that it's not just about getting press, it's about building relationships. Early on, I thought securing media coverage was just a matter of having a great story, but I quickly realized that consistent engagement with journalists, industry influencers, and media outlets is just as important as the story itself!
If I could give my younger self advice, it would be to invest in networking and providing value before expecting coverage. Instead of only reaching out when I need publicity, I'd focus on being a resource, sharing insights, and fostering long-term connections. Earned media isn't just about one-time wins, it's about creating credibility and trust that compound over time.
Understand Your Audience, Not Just Trends
All things considered, if I had the chance to give advice to my younger self starting in digital marketing, it would be to focus less on chasing trends and more on truly understanding the audience.
Early on, I spent a lot of time experimenting with every new tool or platform, but the biggest wins have always come from knowing what customers want and crafting strategies around that. At our company, we've seen a 42.13% increase in engagement simply by leaning into educational content that answers common questions about psilocybin.
I'd also remind myself that not every campaign will be a hit, and that's okay. The key is to view setbacks as opportunities to refine your approach and keep growing. Digital marketing isn't about perfection—it's about progress.
Craft Compelling Narratives for Emotional Impact
One critical lesson I wish I had grasped earlier about earned media is the power of strategic storytelling. Rather than simply pitching products or services, I'd advise my younger self to craft compelling narratives that resonate emotionally with target audiences.
For instance, when promoting a new eco-friendly fashion line, focus less on listing sustainable materials and more on painting a vivid picture of how these clothes empower consumers to be forces for positive change. Earned media amplifies stories that strike a chord, so hone your ability to tap into shared values and aspirations.
Create Shareable Content to Build Credibility
When I first dipped my toes into the world of earned media, I wish I had fully grasped its power in building trust and credibility for a brand or individual. Unlike paid media, earned media comes from your content being recognized and distributed by others, whether through media outlets, blogs, or word-of-mouth, and it's seen as a genuine endorsement of your brand. This organic nature makes it a critical component of building a company's reputation and can significantly amplify promotional efforts without the direct costs of advertising.
An essential piece of advice I'd give to my younger self is to invest more time in creating genuinely compelling and unique content that others want to share and talk about. For instance, generating insightful research reports or engaging stories relevant to your audience can spark interest among journalists and influencers who can then help spread the word. Also, building strong relationships with media contacts can fuel your earned media efforts, as they'll be more likely to cover your story if they know you and trust your credibility. Overall, while earned media can be challenging to secure, its benefits for long-term brand reputation are undeniable.
Control Your Story with Ready-to-Use Narratives
Over the years, we have secured media coverage that has helped thousands of families fortify their homes with $0 down. I have seen what works, what does not and what I wish I had known from day one.
Honestly, I used to think earned media was about getting featured. In reality, it is about controlling the story. Reporters do not want just a good quote. They need something clear, specific and useful that fits their angle. If you do not give them that, they will frame the story their way, and sometimes that is not in your favor. The best way to avoid that is to give them a ready-to-use narrative. If you are pitching a success story, include names, numbers and a concrete takeaway. If you are sharing useful data, make it sharp, punchy and easy to quote. Anything vague, and your message gets lost.
Focus on Authentic Customer Connections
I would tell my younger self to focus more on understanding the core needs of the audience before jumping into tactics. Early on, I wish I had paid more attention to building genuine relationships with customers, rather than just focusing on numbers. Digital marketing is about connecting with people, not just promoting a product. Taking the time to listen and engage authentically would have accelerated my growth in this field.
