Earned Media Strategy
Land the right coverage.
You know the story you need told. For your earned media strategy, I'll figure out the media your audience follows and how to place your story there.
The right home might be a national feature. It might be a podcast. It might be television. I choose the format that tells your story best and reaches the right people.
Consumers rated earned media as the most credible source of company information, according to a 1,500-person study published in the Journal of Promotion Management. No matter how good your website and ads are, most consumers feel they can't depend on them for trustworthy information about your brand.
Trust sways what customers choose to buy, too. Eighty-eight percent of consumers say trusting a brand makes them more inclined to purchase, according to Edelman’s 2026 Trust Barometer.
The right earned media coverage turns your story into trust—and sales.
The challenge
When to Bring Me In
You know what you want covered, but not where it belongs. You have the story. You don’t know which format will tell it best or which outlet will put it in front of the right audience.
You’re getting coverage, but you’re not seeing a return. The story runs, but it reaches the wrong audience or leaves out the point you needed people to remember.
You’re pitching, but nothing is landing. Your PR department's inbox is quiet. No matter what you send, the media isn't responding.
Your competitors keep getting the coverage. Their executives are quoted. Their launches make the news. Journalists already know which experts to call. Your brand and executives haven't made that list.
The solution
What I Do
Put the story in the right medium. I decide what form gives the story the most force. A visual story may need television or a glossy magazine, while a complex idea could work better in a long-form interview or podcast.
Put it in front of the right audience. I find the media your audience already follows. Then I identify the people inside it who can carry the story.
Shape the story for the outlet. I keep the story you need told, then frame it for the outlet and its audience. I choose the angle that gives the outlet a clear reason to cover it now.
Choose how to approach the media. I recommend the best way to approach each outlet or journalist. My plan tells your team when to pitch directly and when an introduction or existing relationship gives the story a better chance.
Our Earned Media Placements
The results
Your Game Plan
The right format for the story. I'll recommend the best media that will help your campaigns reach the right audience.
The outlets and contacts to prioritize. Your plan will include a list of priority outlets and media contacts that are the best fit for your needs.
A story built for each outlet. I'll revise and frame your story with a clear angle for each priority outlet without losing the point you need the coverage to make.
A clear outreach plan. I'll detail specific guidance for how your team should approach each priority contact and what should happen first.
Every project includes an Earned Media Game Plan with:
- Coverage goal
- Target audience
- Core story
- Recommended media formats
- Priority outlets
- Priority media contacts
- Story angle for each outlet
- Timing
- Supporting evidence
- Outreach approach
I'll go over this game plan in a strategy meeting with your team to show them how to use it with the people and resources you already have.
Build Your Earned Media Strategy
You don’t need to know where the story belongs or how to approach the media.
Tell me the story you need covered. Tell me who needs to hear it. Tell me what you want the coverage to accomplish.
I’ll use those answers to build your Earned Media Game Plan.
Earned Media Strategy projects start at $12,500.
I price the work by the problem and the value of solving it, not by the hour.
Each project has a clear scope and a fixed fee. You leave with a finished Earned Media Game Plan your team can use immediately.