When it comes to earned media, it might surprise you that ensuring impactful coverage often comes down to details like thorough vetting and preparation.
Recently, when an inbound request arrived from a National media outlet, AARP, for one of our clients, our team refrained from immediately jumping at the opportunity. Instead, we approached it strategically to ensure meaningful results.
Earned Media Challenge: Evaluating Inbound Opportunities
Inbound media requests from high-profile publications seem like golden opportunities on the surface. However, these inquiries often represent what we call “cattle call” scenarios – where journalists gather input from numerous industry voices, with no guarantee your client will be featured prominently or even included.
As experienced strategic media relations professionals, we understand that jumping at every opportunity without proper vetting can waste valuable client time and resources. The challenge lies in determining which opportunities are worth pursuing and then maximizing the chances of meaningful inclusion.
Our Earned Media Process: Thorough Vetting Before Commitment
When the AARP opportunity came in, our team implemented our comprehensive vetting process:
1. Critical Analysis: We researched the journalist’s background and previous work to better understand their reporting style and areas of focus.
2. Information Gathering: We asked detailed questions about the story angle, other sources being interviewed, and the timeline to fully assess the opportunity.
3. Client Alignment: We evaluated how this opportunity aligned with our client’s communication objectives and key messages.
4. Risk Assessment: We presented a balanced view of the pros and cons to the client, explaining that while the outlet offered significant reach, the “cattle call” nature meant inclusion wasn’t guaranteed.
Setting the Stage for Earned Media Coverage
Once we determined this opportunity was worth pursuing, our strategic media relations approach included:
– Returned to core messaging: We reviewed the client’s key messages and evaluated how they aligned with the reporter’s questions.
– Developed a comprehensive briefing: Our team created a tailored prep document highlighting potential questions, relevant data points, and strategic responses.
– Conducted preparation sessions: We worked directly with the spokesperson to ensure they were comfortable with the messaging and ready for any challenging questions.
– Provided a robust follow-up package: After the interview, we supplied the journalist with supporting materials, including relevant data, studies, and additional context to make it as easy as possible for them to include our client.
Turning Earned Media Opportunity into Impact
The strategic media relations approach paid off. Our client’s data was prominently featured in the final piece, with their spokesperson quoted twice amid a field of competitors. This coverage raised awareness about their expertise and positioned them as a leading voice in the industry.
Why Earned Media Matters for Your Brand
Media training is the bedrock of converting media opportunities into actual inclusion in high-profile media outlets. While inbound requests can sometimes feel like “handed to you” opportunities, proper preparation makes all the difference between wasted time and valuable coverage.
Our process demonstrates the critical importance of:
– Thoroughly vetting media opportunities before committing client resources
– Understanding the specific nature of the request and likely outcomes
– Preparing comprehensive briefing materials
– Conducting effective spokesperson preparation
– Providing robust follow-up materials to journalists
At The Harbinger Group, we apply this level of strategic earned media thinking to every media opportunity, ensuring our clients’ voices not only get heard but make meaningful impact in their industries.
Interested in learning how our media training and earned media services can help your organization convert opportunities into impactful coverage? Reach out to us today to discuss your communication goals.
—-
The Harbinger Group specializes in providing customized, award-winning communications for mission-driven organizations. Our earned media experts work closely with clients to develop comprehensive media strategies that deliver measurable results.