Strategies to Acquire Earned Media and Boost Your Business Visibility

Earned media is a powerful way to increase your brand's visibility and gain credibility without spending a significant amount of money. Unlike paid media, earned media is generated through personal or public recommendations and can significantly impact your business's reputation and visibility. In this article, we will explore various strategies to acquire earned media, from leveraging media opportunities to improving your online presence through SEO.

Leverage Media Opportunities

One of the most effective ways to acquire earned media is by actively seeking out and participating in media opportunities. This includes:

1. Apply to the Help a Reporter Out (HARO) Program

HARO is a platform where journalists post story ideas and seek help from individuals who can provide information or quotes. By responding to these requests, you can position yourself as an expert in your field and get your business mentioned in media publications. For example, if you are an expert in sustainable energy, you might respond to a story idea about renewable energy innovations and be quoted in a news article.

2. Offer to Be a Podcast Guest

Podcasts are a great way to reach a niche audience and build your reputation as a thought leader. Offering to be a guest on a relevant podcast can help you get your business mentioned in front of a targeted audience. For instance, if you own a health and wellness company, you could be invited to a podcast discussing lifestyle changes and be featured as an expert on nutrition or fitness.

3. Obtain Media Mentions

Another way to acquire earned media is by obtaining mentions in blogs, articles, and news outlets. This can be achieved through creating newsworthy content or making significant moves that attract attention. For example, if your company just launched a groundbreaking product, media outlets might take interest and write about it.

Attend Trade Events and Network

Trade events can be powerful opportunities to get your business recognized and mentioned in media. Attending these events can help you:

1. Visit Trade Events

Trade shows and conferences are great venues to showcase your products and services, network with other industry professionals, and get your business mentioned in media outlets. These events can create awareness and media coverage for your business. For instance, if you attend a tech conference and demonstrate your latest innovations, media outlets might write about your exhibit.

2. Maintain a Mailing List of Journalists and Influencers

Keeping a list of journalists and influencers who cover your industry can help you stay in touch and inform them of upcoming news and developments. This can lead to media mentions and coverage for your business. For example, if you have a new product launch, sending out a press release to a list of targeted media contacts can increase the chances of getting media coverage.

Utilize Your Online Presence

Improving your online presence can also help you acquire earned media. Here are some steps to consider:

1. SEO for Your Website

Search engine optimization (SEO) can improve your website's visibility in search results, making it easier for media outlets and users to find your content. Focus on creating high-quality, relevant, and engaging content that is optimized for search engines. For instance, if you own a home improvement business, you might write a blog post on the latest trends in home decor and optimize it for relevant keywords.

2. Create Beautiful Websites and High-Quality Content

A visually appealing and informative website can attract visitors and keep them on your site longer. This can lead to more backlinks and social media shares, which are all forms of earned media. For example, if you have a travel blog, use high-quality images and informative content to engage your audience.

3. Earn Media Coverage through Social Media

Social media can be a powerful tool for acquiring earned media. By engaging with your audience and sharing valuable content, you can gain attention and media coverage. For instance, if your business owns a YouTube channel, create informative videos that showcase your expertise and share them on social media platforms like Facebook and Twitter. This can lead to mentions and shares from media outlets and users alike.

Utilize Paid Media to Gain Unpaid Attention

While earned media is invaluable, it can also be challenging to acquire. Paid media, such as advertising, can help you amplify your message and get more attention. By leveraging paid media, you can ultimately increase your chances of acquiring earned media. For example, if you run a targeted Facebook ad that drives traffic to your website, you can increase the chances of media outlets taking interest in your content.

Participation in Trade Shows

Throughout your business journey, participating in trade shows and staying engaged with the industry can help you get noticed and mentioned in media. Make a habit of attending relevant events and keeping a list of media contacts. This can lead to increased visibility and media coverage for your business.