| If you work in PR, you know that earned media is a tough strategy to pursue, but when you get it right, it can be highly effective. Real stories. Real mentions. Real trust. |
But landing earned media in today’s noisy, digital-first world takes more than luck and a pitch template. It takes strategy, built on audience insight, the right tools, and relationships that actually matter.
In this guide, we break down:
✓ What earned media really is (and why it still wins)
✓ The kinds of coverage that count
✓ A 6-step plan to make it happen
Let’s get into it.
What is earned media coverage?
Earned media is any brand coverage you don’t pay for. Things like:
- A news story written about your product launch
- A podcast shoutout
- A LinkedIn mention from an industry insider
- A blog feature, quote, or guest piece
It’s what happens when your story is relevant enough (and your relationships good enough) that others want to talk about you without being paid to.
That’s the difference between “earned” and “bought.”
Here’s a quick breakdown:
Type |
Example Coverage |
Key Benefits |
| Earned | Press stories, podcast mentions, influencer buzz | High trust, broad (or perhaps niche/specific) reach |
| Owned | Your newsroom, blog, and social content | Full control, consistent branding |
| Paid | Ads, sponsored content | Fast visibility, less credibility |
| Shared | Social shares, community posts | Engagement-driven, hard to predict |
Why does earned matter more than ever? Because it builds credibility, and credibility converts. And that’s not just our opinion; it’s a fact - 92% of people trust earned media over any form of advertising.
What are some examples of earned media?
Earned media isn’t universal. What counts as a big win in the travel sector looks different from what makes headlines in higher education or healthcare.
So let’s get specific. Here’s how earned media can look different across different industries:
Higher Education
A respected academic journal cites your institution’s latest research, and a national newspaper picks it up. Or your university’s sustainability initiative gets featured in a Times Higher Ed spotlight. These kinds of placements build institutional credibility far beyond what paid ads can do.
Aviation
A major travel blog includes your airline in a “top 5 for safety” list, based on operational transparency you shared in a newsroom post. Or a CEO interview in Aviation Week positions your brand as a leader in decarbonization. These earned wins influence both passengers and stakeholders.
Healthcare
Your hospital’s new clinical trial results are featured in a respected health magazine. Or a patient story shared in your newsroom gets picked up by a local TV station, sparking broader conversation and community engagement. These moments can’t be bought, they’re earned through relevance and trust.
Automotive
A well-known YouTuber includes your EV in a “Top 3 for City Driving” roundup unprompted. Or your engineering team gets profiled in a trade magazine for its innovative design approach. Authentic, third-party praise can convince even the most sceptical buyers.
Travel
A travel influencer features your resort in a viral itinerary video. Or your destination’s new cultural initiative gets covered by Lonely Planet. The right type of earned media here taps into inspiration and trust, critical stuff if you’re looking to turn browsers into bookers.
Energy & Utilities
Your company’s innovative approach to renewable integration is spotlighted in Bloomberg Green and soon picked up by mainstream media, reaching households that rely on your services. Or your fast response to a regional outage earns praise in a utility newsletter, then sparks a feature on local news, building public trust in your brand. In a sector where technical credibility and public perception both matter, these moments can move the needle.
6 steps to building an earned media strategy that actually works
This is where many teams stumble; they’re so busy that they end up forgetting the strategic groundwork. But a strong earned media plan doesn’t start with pitching. It starts earlier, with a clear, systematic approach.
Step 1: Know your audience (better than your competitors do)
You can’t earn media attention if you don’t know who you’re trying to reach. And no, “general public” doesn't cut it.
Start by getting super-specific. Who’s your target audience? What do they read, listen to, and care about? Which voices do they trust?
From there, work backwards: Which journalists or influencers are shaping those conversations? Who’s already covering your space, or your competitors’?
Use media monitoring tools, analyze referral traffic to your website or newsroom, talk to your Sales and Customer Success teams, and look at past wins. The better your targeting, the more likely your story lands.
Industry Tip - PR for Higher Education
Faculty and department heads often know the niche journals and trade outlets that matter in their field. Involve them early when identifying your media targets.
Step 2: Tighten your story - nobody cares about your boilerplate
This is where most pitches die: the story is too vague, too self-serving, or just not newsworthy.
Your brand update might matter to you, but why does it matter to a journalist's audience right now? A good story needs urgency, relevance, and a clear takeaway.
Before you pitch, pressure-test your angle:
- Is it timely?
- Is it unique?
- Is it useful?
If you can’t answer those in one sentence, your pitch isn’t ready.
Industry Tip - PR for Healthcare
Frame your pitch around impact. Clinical trial results, patient recovery stories, and community engagement projects consistently earn more media interest than internal updates, like appointing a new head of surgery or rolling out a new prescription filing system.
Step 3: Build your media list (and keep it lean and relevant)
Bigger isn’t better. A bloated media list full of random names won’t get you coverage; it’ll get you ghosted (or more likely, flagged as spam).
Instead, build a targeted list with journalists who cover your beat. Segment by topic, region, outlet type, etc, and keep it updated. Outdated contacts = less earned media.
This is where tools matter. A full-service PR platform (like Presspage) helps you manage lists, track outreach, and stay GDPR-compliant.
Industry Tip - PR for Aviation
When building your list, start with aviation trade magazines and safety publications. Coverage here often drives follow-up interest from national or travel media.
Step 4: Personalize your outreach - or don’t bother
There’s no such thing as a successful “spray and pray” earned media strategy.
Every pitch should feel like it was written just for that specific journalist, because if it doesn’t, it’s headed straight for the bin.
Keep it tight. Get to the point. And show you understand their beat. This isn’t just about flattery, it’s about relevance and showing that you’ve put in the effort.
- Use their name.
- Mention their past work.
- Show you know their audience.
Industry Tip - PR for Energy & Utilities
For highly technical or regulatory stories, offer a quick expert Q&A or fact sheet to help reporters get the angle right and make their job easier.
Step 5: Pitch value, not your brand
Journalists aren’t here to promote your brand; they’re here to inform their readers. Your job is to make that easy.
Offer exclusive access. Share new proprietary data. Provide an expert point of view. Lead with what they get, not what you want.
Think like an editor: what headline would they want to write based on your pitch?
Think:
- Data or trends before they break
- Exclusive access or embargoes
- A fresh angle on a hot topic
When in doubt, lead with insight, not ego.
Industry Tip - PR for Automotive
Journalists love numbers. EV range, testing results, or proprietary data points can tip the balance between “maybe later” and “I’m interested, tell me more.”
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Want to craft a killer media pitch? Read our guide on how to write the perfect pitch >>> |
Step 6: Build relationships, not just lists
A pitch might get you a mention. A relationship gets you consistent coverage.
Follow up. Be responsive. Say thank you. Share journalists’ stories even when they’re not about you. Don’t have anything to pitch? Check in, send them your two cents on their latest article, or just say ‘hi’.
Same goes for influencers and creators - the best coverage comes from trust, not transactions.
Industry Tip - PR for Travel
Build long-term relationships with travel journalists by offering early access to new offers, exclusive experiences, or behind-the-scenes stories they can’t get elsewhere.
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Struggling to build relationships with journalists? Read our guide on how to master your media inquiries during business-as-usual >>> |
The takeaway
Earned media is still one of the most trusted, high-impact ways to grow your brand, and in an age of AI-generated content and declining ROI from paid channels, it’s more important than ever. People turn to communication they can trust.
It doesn’t happen by chance. It happens when PR teams get smart, get strategic, and build real relationships.
Owned and paid content have their place, but earned media wins on trust, engagement, and long-term brand impact, every time.
Need help putting this into action? Grab our free guide on securing earned media.
