Why earned media changes the game
Paid ads deliver your message directly to audiences, while earned media involves others sharing your story, which fosters greater trust and credibility. When a journalist writes about your business, a podcast host features you, or a niche publication recognizes you as an expert, your audience not only sees you but also believes in you. Earned media builds trust 5 times higher than paid ads, and companies with continuous media coverage tend to retain 37% more customers than those without it.
What we do
We handle every step of the process, from identifying the right media opportunities to preparing you to own the moment when they arrive.
Media research and targeting: Not all publications, podcasts, or journalists are suitable for your business. We analyze the media landscape in your niche and compile a targeted list of journalists, podcast hosts, writers, and editors whose audiences align with your ideal customers. Our focus is on relevance over broad reach. Being featured in a suitable niche outlet will benefit your business more than a mention in a general publication that your customers ignore.
Pitch writing and outreach: Securing media coverage starts with a strong, tailored pitch. We craft personalized pitches that highlight what each journalist or host values, showcase your story as genuinely newsworthy, and follow up thoughtfully to keep your name at the top of their inbox. We handle all your outreach, so you can concentrate on your business while we secure media placements.
Interview and appearance preparation: Securing the coverage is just the start. We prepare you to make the most of every interview, podcast, and media opportunity by refining your main talking points, preparing for tough questions, polishing your storytelling, and coaching you to present yourself confidently and clearly. You’ll go into each opportunity knowing exactly what to say and how to deliver it.
Media kit development: A well-designed media kit makes it easier for journalists and podcast hosts to say yes. We create professional kits that highlight your brand story, credentials, speaking topics, high-resolution photos, and all essential materials a producer or editor needs to act quickly. First impressions are vital in media, and a polished kit shows you’re prepared to be recognized as a serious contributor.
Ongoing media relationship management: The most valuable media relationships grow over time. We maintain contact with journalists, hosts, and editors who cover your industry, ensuring your business stays visible and top-of-mind when they need expert sources. A consistent presence in the right media is built gradually. Each feature leads to the next, forming a chain that makes you the first name people think of in your field.
Coverage tracking and reporting: We track each placement, mention, and appearance so you always know where your business has been featured, who viewed it, and how it boosts your visibility and credibility.
Who this is for
Media relations is most effective for business owners who possess genuine expertise in their field and seek recognition for it. If you are developing a personal brand alongside your business, if clients choose to buy from you partly because they trust your knowledge, or if you aim to stand out in a competitive market by becoming a recognized voice in your niche, this service is ideal for you. It complements social media management and content creation exceptionally well. When your social media presence is strong and your content consistently reflects your message, media placements amplify your efforts. Journalists can get a sense of who you are before replying to a pitch. Podcast hosts can direct their audience to valuable sources after the episode. All these elements work in harmony.
Media relations compared to influencer marketing
These services appear similar but have distinct roles. Influencer marketing directly engages your target customers via trusted creators’ social followers. Media relations enhances your credibility with a wider audience by leveraging journalists, publications, and established media outlets. Both are types of earned media that rely on trust rather than paid placements. The key difference lies in who recommends and where their audience is located. Many clients find value in using both methods simultaneously.
How it works
Discovery and positioning: We understand your business, expertise, goals, and what makes your story appealing to the media. We then identify the angles most likely to gain coverage.
Media research and list building: We analyze your niche and create a focused media list of journalists, podcast hosts, writers, and editors whose audiences align with your ideal customers.
Media kit development: We develop or enhance your media kit to ensure you have a polished, comprehensive package ready to share with any media contact.
Pitch development: We create customized pitches for each media target, focusing on what the journalist or host covers and what their audience values.
Outreach and follow-up: We handle sending pitches, managing follow-up, and communicating with media contacts for you.
Interview preparation: Once a placement is secured, we equip you with talking points, expected questions, and coaching to help you appear confident and on message.
Coverage tracking and reporting: We monitor all placements and generate reports on reach, visibility, and impact. We utilize these insights to improve our future outreach efforts.