Earned Media: Why and How to Market Third Party Credibility

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Guest Post by Tracy Schario, APR

Content marketing is attracting significant buzz at PR and marketing conferences and is the darling of owned and often paid media. Yet, the heart of public relations and a solid strategic communications plan is earned media. Why “earned”?  Because you can’t buy third party credibility.

Earned media comes in several flavors: an article placement in traditional media (e.g. Washington Post, CNN or CBS Radio), awards and speaking opportunities.  While some speakers earn top dollar to keynote a conference, most professionals are invited to deliver a speech or participate on an industry panel to share their expertise – thereby earning credibility from the conference host.

Awards for personal or program accomplishments are earned by professional success as evaluated by your peers or an expert panel. Based on the strength of  your narrative and completion of the application requirements, your work is critiqued to determine if it is worthy of recognition and reward.

Having a reporter tell your story brings credibility that you can’t deliver through sponsored content or video that you produced. Often times, media relations results in a single quote in a larger story. Sometimes, it’s a feature story about a product, executive or community investment. In each instance, there’s tremendous value to sharing the article or broadcast report with internal and external stakeholders.

In each case, the outcome of selling your narrative – a speaking gig, an award or an article – brings earned media to your brand. Many have tried to put a price tag on this third party credibility, but it’s difficult to quantify by traditional ROI measures. Therefore, it’s up to you to ensure maximum visibility for the success.

Here are a few common means to ensure the media story, speaking opportunity or award receives attention long-term.

  1. Post to your website with links and photos. Use a pull quote from the article or award citation to highlight the key message.
  2. Include in your email and content marketing campaigns.
  3. Add award badges to your website, presentation materials and collateral.
  4. Share on social media and include photos and video if available. You can also include sample tweets and Facebook posts in a social media toolkit for influencers who can help spread the good word.
  5. Use earned accolades in paid media if appropriate.
  6. Highlight in your annual report.
  7. Ask influencers to help share the good news (bears repeating).

The best means to ensuring your audience knows about the great media coverage, heralded speech or much-deserved award is to spread the good news.  In my agency days, we called this “merchandizing the results.” Today, it’s about using owned media to promote earned media. Paid media services such as Outbrain and Storify should also be considered to maximize visibility.

A well-rounded marketing and communications plan will address earned, owned and paid media. Each has its place in the PR/Marketing mix. Only earned media, however, carries third party credibility.

About the Author

Tracy Schario, APR, is a communications and media strategist. Reach her at www.schariojohnson.com.

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