Earned Media

The news media is influential. Everybody understands the value of press coverage. It’s a great way to drive demand because it’s a neutral, third-party endorsement. And if they’re reporting about it, it must be worth checking out. But if you don’t know how to to write a press release, how to write a media pitch…

The coronavirus pandemic will forever change how information workers collaborate. While we’re all working separately from home, our fate as a species has never been more connected. What’s the use of taking extreme measures and imposing a lock down to flatten the curve in one country if a neighboring country does nothing? There’s only one…

Startups used to hire public relations practitioners with experience in their industry and relationships with reporters covering their trade. If you were a B2B tech company you wanted a B2B tech PR specialist. If you were in video games, you sought out a video game PR specialist. That’s still true for enterprise clients. But for…

Embryos are tiny and frail. Unfortunately, embryonic businesses get taken advantage of by consultants all too often. If you’re a start-up, an emerging thought leader or a self-published author looking to hire a public relations consultant to promote your company or yourself, I’m going to share with you something that most people won’t. They won’t…

This isn’t about what PR firms do, how they work, or what they look for in employees. No. This article is about what type of PR firm to look for when you’re hiring a public relations agency to handle earned media outreach for your organization. So I’m not going to talk about RFPs, marketing budget,…

When your critics start calling you out on Twitter and Facebook and your social media monitoring tools start turning up all kinds of negative posts on Instagram and Pinterest, your first impulse might be to gather your key stakeholders and move into social media crisis communications mode. But before you assemble your communications team and…

I have been asked to moderate a Public Relations Society of America Webinar on The Future of the Press Release. So, I’m reaching out to the Social Media Club and the Society for New Communications Research to weigh in on the issues that matter most to PR firms. Whether or not you’re planning on attending,…

Information technologies have already revolutionized the way organizations communicate and the way people consume media and information. But Hollywood – which started pushing the digital envelope over a decade ago – has been slow to procure any of its major technological advancements. Today, for our client Rearden LLC, public relations agency of record Schwartzman &…

What is the best media placement you can possibly earn for your client? It’s not a cover story at nytimes.com, wsj.com, or CNN.com, even though they’re some of the most challenging earned media opportunities out there. It’s a Google Doodle. I’m not talking about paid media, mind you. By media placements, I mean earned media…