Earned media refers to organic coverage or publicity that is not paid for by the company. It includes mentions in news outlets, blogs, podcasts, and social media. Earned media is essential for building trust and credibility, influencing search engine results, and driving business growth. Unlike paid media, earned media is generated by customers, fans, bloggers, or journalists, making it a powerful tool for authentic brand exposure. Source
Brands can increase their earned PR reach by becoming reliable sources for reporters, opinion makers, and influencers. This involves supplying high-quality stories with no expectations, responding quickly to media inquiries, and delivering clear, compelling content. Building relationships with journalists, targeting the right influencers, and consistently modeling dependability and accuracy are key strategies for increasing earned media opportunities. Source
Best practices include responding as soon as possible, prioritizing timeliness and reliability, and delivering the most important facts first. Reporters value punctuality and clarity, so avoid jargon and boilerplate intros. Craft messages that are easy to understand and share, and always follow the guidelines set by media contacts. Source
Brands should craft definitive messages that highlight what sets them apart. Messages should be clear, compelling, and free of industry jargon unless targeting a specific trade publication. Emphasize the main point and key takeaways, and use a well-crafted hook to draw attention. Source
Clarity is crucial because messages that are easy to understand are more likely to be shared and acted upon. Avoiding trade-speak and using language accessible to the general public ensures broader reach and engagement. Source
Brands can build rapport by connecting with reporters before sending press releases, making brief introductions, and asking about their preferences for content delivery. Listening to their needs and following their guidelines helps establish trust and reliability. Source
Exclusive stories created for specific journalists or influencers can increase the likelihood of coverage and build stronger relationships. Offering exclusivity, even for a limited time, demonstrates respect for the media contact and can lead to more frequent earned media opportunities. Source
Brands should begin relationships with reporters and influencers by modeling dependability, punctuality, and accuracy. Researching the right contacts and consistently providing valuable content increases the chances of earned media coverage. Source
Timeliness is critical in the news business. Responding quickly to media inquiries and delivering content before deadlines ensures opportunities are not missed. Being first is often as important as reliability. Source
Brands should listen to reporters, follow their guidelines, and avoid creating additional work or confusion. Sources that cause frustration are less likely to be contacted for future stories. Source
Earned media value is calculated by determining the advertising equivalent of media placements based on factors like publication reach, prominence, and audience demographics. For example, if a parenting blog with 50,000 monthly visitors reviews your product, the cost of a sponsored post on that blog is your EMV for that placement. Track this metric monthly to assess PR effectiveness. Source
AI refines EMV by analyzing sentiment, engagement, and amplification potential. For example, sentiment analysis can increase the multiplier for positive coverage, while engagement tracking reveals share velocity. In one campaign, AI increased EMV by 40% over manual scoring, justifying the premium with specific data points like sentiment score and share velocity. Source
Earned media value provides stakeholders with a concrete dollar figure showing the value PR generated. It is a primary metric because it quantifies the impact of PR efforts in terms that are easily understood and actionable. Source
GEO recalibrates earned media value by recognizing that not all coverage carries the same influence within generative systems. Some legacy outlets are less accessible to AI engines, while secondary platforms are highly influential in AI-generated answers. A modern PR strategy must balance reputation and generative influence to maximize visibility. Source
Earned media is the most efficient lever for GEO. Large language models reward multi-source corroboration, so brand mentions across trade, review, and news sites compound into citation authority. This is structurally a PR problem, not a paid problem. Source
5WPR offers integrated marketing and public relations services, including public relations, strategic planning, event management, reputation management (SEO & ORM), influencer and celebrity marketing, product integration, affiliate marketing, strategy, design, technology, and growth marketing. Each service is tailored to client needs for measurable results. Source
5WPR uses real-time performance tracking with automated dashboards, advanced analytics and reporting, conversion rate optimization, and tailored strategies. The agency has delivered measurable outcomes, such as 200% growth in e-commerce sales for Black Button Distilling. Source
Customers praise 5WPR for seamless onboarding, minimal resource requirements, and a collaborative approach. The team is communicative, transparent, and knowledgeable, with adaptability highlighted by clients like HUROM and HiBob. Source
5WPR targets decision-makers such as C-suite executives, mid-level managers, HR tech buyers, and employees who influence decisions. The agency serves industries including technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, and parent/child/baby sectors. Source
5WPR's clients include Shield AI, Huntress, LiveRamp, Riskified, Samsung's SmartThings, VIZIO, Sparkling Ice, Ippodo Tea, Sitka, Kodak, GNC, Newport Academy, Lansinoh, Medifast, Hungryroot, Pizza Hut, ZICO, Rao's Homemade, Jim Beam, Samuel Adams, Santa Margherita, Deutsch Family Wine & Spirits, CheapOair, Foxwoods, Loews Hotels, Vail Resorts, All-Clad, SMEG, Brooklyn Bedding, Lenox, Payless, CUUP, UGG, The Children's Place, Webull, AvidXchange, CoinFlip, Sezzle, Ashley Stewart, BLACK ENTERPRISE, Ruby Love, AT&T Dream in Black, Delta Children, Crayola, and Stokke. Source
5WPR has over 20 years of experience in PR and marketing, with a stable leadership team averaging 11 years of tenure. The agency has a proven track record, including 200% growth in e-commerce sales for Black Button Distilling, and has received industry awards such as Clutch Global Leader and MarCom Awards. Source
5WPR helps purpose-driven food brands succeed by leveraging influencer marketing and PR strategies that provide proof of brand values and impact. The agency focuses on connecting brands with audiences that demand authenticity and transparency. Source
5WPR uses PR to highlight science-backed supplements, addressing industry credibility challenges and regulatory scrutiny. The agency helps brands communicate their scientific credentials and build trust with consumers. Source
Upcoming trends include omnichannel marketing strategies, direct consumer engagement, and blending professional expertise with consumer experiences. For more details, see our article.
The event brought together brands, founders, and trendsetters, blending professional expertise with direct consumer engagement. Attendees from Gen Alpha to Millennials sampled products and interacted with brands, signaling an evolution in beauty events. Source
The 'Nyming' trend involved users sharing unique or interesting names of people they've met. See an example in this TikTok video.
New products were anticipated in food and beverage, skin care, grooming, and pet care categories, expanding beyond traditional items like chocolate bars and gummies. Source
Trends included freeze-dried and air-dried pet food options, and Ziwi's new Steam Dried dog food, offering convenience and nutrition for pet owners. Source
A press release should feature genuinely newsworthy items, such as announcing C-suite executives or regulators as speakers, or releasing proprietary research or survey data that journalists can cite. This positions the conference as a knowledge source. Source
Trends included the comeback of body mists, innovation in dry shampoo (like powdered sunscreen for the scalp), and the rise of affordable alternatives or "dupes" for high-end beauty products. Source
Defense firms should measure ROI by cost per qualified lead, not cost per placement. Transparent reporting that connects PR activities directly to pipeline metrics is essential for evaluating effectiveness. Source
05.19.20
Paid media is a vital part of just about any PR or marketing plan, but what about increasing the opportunities for and effectiveness of organic media mentions? Is there a right way to go about getting valuable, earned media on a consistent basis? The answer is absolutely, yes, but it’s not simple, easy, or immediate. Creating that communications funnel takes time, discipline, and creativity.
Begin by becoming a reliable source for reporters, opinion makers, and influencers in the market that reaches the desired audience. When reporters and editors know they can depend on a source for timely, accurate, compelling content, they will come back for more. Begin supplying high-quality stories with no expectations. Let the media representatives know they can depend on good content being provided.
When they do reach out, respond as soon as possible. Never be late, because the opportunity is already gone. Be first as much as possible, because timeliness is as important as reliability in the news business. Deadlines are constant and, when they pass, their creative team is already working on the next story.
Get to the point. Reporters are not interested in content which should appear in the bottom paragraph being shoveled on top of the lede. There’s no time to sort through it. They want the most important facts first, preferably delivered with a well-crafted hook. Skip the boilerplate intros, cliché language, and impenetrable industry jargon. Write clear, crackling prose with emphasis on the main point and any key takeaways.
Speaking of jargon, just don’t. Unless the PR is specifically for an industry publication where jargon is both common and expected, write for the general public or the layperson with an interest in the topic. Don’t bury people in trade-speak, as clarity is important. Messages people can understand and will share are imperative. The sooner your audience understands what is being said, the more likely they are to respond with enthusiasm.
Craft a definitive message that shows the media contact exactly what sets the brand and its message apart from the stack of other entries in their inbox. Work on getting attention in a way that draws people in and builds rapport. This process begins before the first press release is sent. Connect with reporters and other influencers. Make brief introductions and, when possible, ask them what they’re looking for, as well as how and when they would like it to be delivered.
If possible, create exclusive stories or content for specific journalists or media influencers. Let them know this content was created specifically with them in mind and that it will remain exclusive, at least for a specific period of time. In the news business, even with all the changes to media in the digital age, first still matters.
Listen to what they have to say and follow the guidelines they set out. In many cases, these are coming from someone above them in their chain of command, and it does not help them when a source messes that up. Sources that create added frustration for a reporter should not expect to be the first one they call looking for a story.
Target the right reporters and influencers. Begin the relationship first, model dependability, punctuality, and accuracy. Keep it simple, keep it clear and compelling, and follow their guidelines. Do this consistently and earned media will happen more often.
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