In today’s digital age, brands are constantly seeking ways to boost their visibility and credibility. A common strategy is to secure coverage in the news. But wait a minute, is news coverage really earned media?
The answer may surprise you! In this blog post, we’ll delve into what constitutes news coverage and earned media, explore their differences and similarities, and provide tips on how to get your brand featured in the press. So buckle up for an informative ride!
What is news coverage?
News coverage is the reporting of current events and stories by journalists working for traditional news outlets such as newspapers, TV stations, and online media platforms. It can range from breaking news to feature stories that provide in-depth analysis or a human interest angle.
The process of creating news coverage starts with identifying a story that is newsworthy, interesting, and relevant to their audience. Journalists then conduct research to gather information from various sources before writing an article or producing a piece for broadcasting.
News coverage serves several purposes such as informing the public about important issues, holding people in power accountable, shaping public opinion on specific topics among others. For brands seeking exposure through news coverage, the challenge is to find ways of making their story attractive and relevant enough for journalists to cover it.
While news coverage may not always be positive for brands (it could point out flaws), securing it offers great PR benefits including increased visibility and credibility which can translate into higher sales numbers.
What is earned media?
Earned media refers to the publicity and mentions that a brand receives from external sources, without paying for it. This can include social media shares, press coverage, reviews, or word-of-mouth recommendations. Essentially, earned media is any positive exposure that a brand receives through organic means.
Unlike paid advertising or owned media (such as a company’s website), earned media cannot be controlled by the brand itself. Instead, it relies on third-party validation and endorsement to build credibility and trust with audiences.
One of the key benefits of earned media is its ability to reach new audiences who may not have been previously aware of your brand. By receiving positive coverage in relevant publications or being shared on social media by influential users, you can expand your reach beyond your existing customer base.
However, earning this kind of recognition takes time and effort. Brands must focus on creating high-quality content and building strong relationships with journalists and influencers in their industry to increase their chances of gaining valuable earned media coverage.
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