Earned media is the coverage you get through the press. There are other channels you can share news through, like influencers and bloggers, but they may have their own points of view to add. (Read more about what a real journalist can do for you that no one else can here.)

Though they’re not always perfect, news outlets are your best opportunity for unbiased, fact-based reporting that serves the public’s interest.

Here are some best-practice tips to help you get great earned media coverage from the press. 

1. Get to know journalists
   The best way to earn media coverage is to get to know reporters, and it’s best to do that before you have a story to share. Read and watch the media you’re targeting and learn which journalists are covering which stories. Share their stories on your social media channels. Offer to help them shine by sharing resources and information to make their job easier.  

2. Get to know outlets
   It’s important to know a news outlet before you pitch a story to it. Learn what kinds of stories they like to cover, how often they publish, and who’s in charge. Not all stories are good for all outlets. 

3. Follow and engage journalists on social media
   Social media (especially Twitter) is like the water-cooler-of-old for journalists--a place they like to hang out, talk about topics that interest them, and share their stories. Follow the journalists who cover your market on the social media channels they prefer, comment on their stories, and share those stories on your channels.

4. Pitch perfect
   Your pitch is the message you send to a news outlet asking if they’re interested in covering your news. The subject line of that message is one of its most important parts. Write pitch subject lines that reference not just your story but also why it’s worthwhile for the journalist and outlet to cover your news.

5. Plan your stories

   Plan out an editorial calendar with the stories you know you’ll want to promote to the press. You can prepare for pitching seasonal stories such as holidays and annual events by studying how the press outlets you’re targeting covered those topics in the past.

6. Use a press release as a last resort

   A lot of people send a complete story to a press outlet in the form of a press release. But you can get great coverage by building strong relationships with the press and partnering with journalists on a unique story. Offer the journalists you most want to run your story exclusive access to information and interviews with your principals.  

7. Learn from the story they run

   Study the published story to learn how to pitch to that journalist in the future. Did they use the information you provided? Did they include other sources? Use that information to write even better pitches next time.