The Power of Earned Media: How to Get Free Press

Media coverage stands as one of the most powerful tools for building brand credibility and reaching new audiences. Unlike paid advertising, earned media generates authentic third-party endorsements that readers trust. The statistics tell the story: earned media drives 4x higher brand consideration than paid advertising and delivers 3x the ROI compared to paid search. When publications and journalists choose to cover your company organically, it signals genuine newsworthiness and authority to your target market.

Creating News That Publications Want to Cover

The foundation of earned media success lies in developing genuinely newsworthy stories that align with journalists’ interests. Research shows that 57% of top-tier publishers receive between 50 and 500 pitches per week, making it critical to differentiate your news. Focus on timely developments, unique data and research, expert commentary on trending topics, and human interest angles.

Recent examples demonstrate this approach in action. When Buffer released their transparent salary calculator, it generated coverage in Fast Company, Inc, and other major outlets because it addressed the timely issue of pay transparency while providing a unique tool. Similarly, HubSpot’s State of Marketing report consistently earns wide coverage by delivering fresh data on marketing trends that journalists can cite.

Building Meaningful Media Relationships

Successful earned media requires moving beyond blast pitching to build authentic relationships with relevant journalists. Start by creating a focused media list of 15–20 key reporters who regularly cover your industry and topics. Follow their work, engage thoughtfully on social media, and look for opportunities to be genuinely helpful before making any pitches.

Tools like Muck Rack and Cision can help identify appropriate contacts, but the real work happens in the relationship building. Share their articles (with insightful comments), offer yourself as an expert source for future stories, and maintain contact even when you don’t have news to pitch. According to Muck Rack’s State of Journalism survey, 94% of journalists prefer email for pitches, so use that channel for initial outreach.

Crafting Compelling Pitches

Your pitch needs to immediately communicate value to both the journalist and their audience. Lead with a clear news hook that ties to current events or trends. Include original data, expert insights, or unique angles that help the journalist tell a better story.

Format matters too. Keep pitches under 200 words with short paragraphs and bullet points for scanning. Include a clear subject line that previews the news value. Provide easy access to additional resources like images, data, and interview sources. According to Muck Rack, 65% of journalists prefer receiving pitches in the morning, so time your outreach accordingly.

Maximizing Coverage Impact

When you secure coverage, amplify it strategically. Share across owned channels, but avoid appearing overly promotional. Instead, focus on the value for your audience. Consider creating related content that builds on the coverage topic. Track metrics like referral traffic, social shares, and lead attribution to demonstrate ROI.

Build an earned media measurement framework that captures both quantitative metrics (reach, engagement, traffic) and qualitative factors (sentiment, message pull-through, prominence). Tools like Google Analytics, social listening platforms, and media monitoring services can help track impact.

Developing a Sustainable Program

The most successful earned media programs take a systematic approach. Create an editorial calendar mapping planned announcements to relevant news hooks and seasonal opportunities. Maintain a steady drumbeat of company news, expert commentary, and useful content that positions your brand as an ongoing resource.

Dedicate time each week to relationship building and monitoring coverage opportunities. Set up Google Alerts and social monitoring for relevant topics. When breaking news hits in your space, move quickly to offer expert perspective. According to Muck Rack, 28% of journalists are looking for subject matter experts to comment on breaking news.

Getting consistent earned media coverage requires patience and persistence. Focus first on building genuine relationships and delivering real value to journalists and their audiences. Track what works, refine your approach, and stay committed to the long-term process. The credibility and reach that comes from authentic media coverage will far outweigh any short-term paid promotion.