Why Any Old Earned Media Is Not Good Earned Media
Earned media’s great, right? I mean, who doesn’t want free impressions!? Like they say, any press is good press…
Not so fast. Despite the somewhat ironic reputation that all earned media is good media, we beg to differ.
We think that if you’re not saying the right things to the right people at the right time, earned media can be counterproductive, even detrimental. Messaging that’s on point for your business, delivered when, where and how your audience seeks information is far more effective than volumes of potentially dangerous mentions scattered randomly across the mediasphere.
Control Your Destiny – Some Basic Considerations
The list of companies and people who have stumbled over bad and too much press is long and infamous. Marketing and communications students can tell you that the difference in disastrous coverage and strategic, effective earned media is introspection, foresight and planning.
Let’s look at the basics:
1. Target Audience. Reaching your customers or potential customers with effective messaging (i.e getting them to do what you want) is the name of the game. Earned media that doesn’t reach this crowd is really just wasted. Consider first the media your audience consumes. It makes better sense to be mentioned there than somewhere they never see, right? Then consider the context of the mention. Who is speaking to your audience? Is it simply a mention of your brand or is it informative, useful content that elevates their perception of you? If so, welcome to thought-leadership!
2. Pull Through. This is the metric teams ignore most. Be sure the coverage you’re receiving reflects the story you are trying to tell. Be careful here, you may run the risk of negative coverage if your messaging and narrative are not refined. Consider who your spokesperson is. What if the wrong message is getting through? This would be a great time to adjust your pitch and reconsider whether the media placement is right for the message.
3. Relevance vs. Prestige. If your company sells industrial bolts and you scored a placement in People magazine, you may be way off target in the effectiveness of your messaging. Sure, millions of people read the pub but how many of them buy bolts? When developing your target media list, always consider the most effective way to reach the maximum number of key decision makers. Be aware that some internal stakeholders may be dazzled by the bells and whistles of mass reach, general audience media. Be ready with data that dovetails with your campaign or brand objectives.
4. Risk. Many times, coverage itself carries considerable risk that should be addressed before the pitch goes out. Will it create confusion? Will the response be controversial or even damaging to your reputation? Is this in line with our immediate/mid-term/long term needs? A common mistake these days is earned mentions being tone deaf to real world events and/or the zeitgeist of an audience. Bottom line, make sure that the potential or desired placement will be beneficial, not a distraction.
Did the Right People Hear the Right Thing?
Effective communications (and thus, PR) is built on earning mentions in places that target audiences live. Having your customers and potential customers hear and respond positively is the jackpot. And, it’s a much more complex, nuanced process than paid media. So much so, that we call it earned.
Finding the right audience and telling them precisely what you want when they’re most receptive are essential if brands are to maximize their earned media. Impressions are great; impressions among the purchasing audience are better!
We’d love to help you design a media plan that not only tells your story but achieves your business goals without waste or worry. Let us know how we can help.
