Maximising your PR collateral for earned media opportunities.
Understanding Earned Media
When considering the three elements of an Inbound PR campaign - Earned, Owned and Paid media - the idea of Earned media can be considered to be the most ‘traditional’ PR approach.
Earned media is the organic recognition and exposure your business receives from having a team of professionals help to spread the word of your brand through press coverage or positive mentions in the media. Gaining authentic Earned media recognition is spurred on by the creation of high quality content, such as independent market research, case studies, blogs, thought leadership and press releases.
Using these widely recognised methods is not to say it lacks any importance or benefits over the other elements of an Inbound PR campaign when wanting to raise your business profile - Earned media is a core part of any strategic PR plan.
Maximising Earned media opportunities
Earning media recognition, and importantly trust, is essential when trying to raise brand awareness. Your target audience is looking for second opinions from credible sources - thought leaders - rather than making purchasing decisions based on industry news alone.
Continually creating new and engaging content targeted specifically at your Earned media channels will significantly increase your goal of maintaining a regular presence in the media. In a digital age where most information is consumed online, this means increasing the opportunity to drive readers back to your website, where you can encourage them to engage with you and your business further.
How to write for the media
Writing for the media can be daunting for a business, especially when your understanding of what they are looking for is unclear. Focusing on your audience, knowing what a good news story looks like, and ensuring the structure of your content meets the requirements of your target media, will get you on your way to increasing your coverage.
Earned Media statistics.
34% of senior business leaders in EMEA still rely on earned media to inform their buying decisions.
Senior business leaders in EMEA still rely on earned media to inform their buying decisions ahead of analyst reports and crowd sourced review sites. This presents a huge opportunity for businesses to influence the decisions of their target audiences.
96% of B2B buyers want content with more input from industry thought leaders.
Our Earned media campaigns support the leaders of your business through brand focused media coverage such as feature article placements, press mentions, reviews, social media mentions and sharing. In order to ensure your brand name and messaging is being reflected within your functioning industry, we help you define your Earned media channels and target them with relevant content that will resonate with their audience - your potential buyers - which is published online and/or in print magazines, or social media channels.
70% of consumers prefer getting to know a company via articles rather than ads.
With the advancements in digital empowering the consumer, we now look for peer reviews on everything we are interested in purchasing to make an informed decision. Using an established network of journalist contacts built up over decades of working in the B2B technology industry, our Earned media campaigns will enable you to be seen as a credible source of information within your industry, increasing your chances of reaching your audience.
“Finding ITPR has been one of my best achievements! From the very beginning, I could tell that ITPR really cared about our success. Launching into the UK was a key part of our growth plans and getting it right was very important. ITPR has worked relentlessly to build awareness of our business and exceeded our expectations in terms of coverage so far".
Shingo Tsukamoto
Founder & President | Makip
“ITPR always goes the extra mile. They are proactive and always coming to us with creative ideas, opportunities and suggestions. We feel they really understand us and what we want to achieve and are right there with us helping us get there. We truly feel we are always at the forefront of their mind and appreciate all their support and strategic advice!”
Tracy Payne
Marketing Manager | iplicit
“ITPR is not just an agency to us, they are a part of our team and an integral one at that! Yes, they know what they are doing in terms of PR but it’s the people that truly make our partnership what it is. They have not only helped us grow our business into what it is today, through solely inbound marketing, largely down to ITPR’s strategic efforts in contributing to our brand awareness and getting the messaging spot on, but they have grown WITH us and have been there through the highs, and the lows - we are in it for the long run with ITPR for sure!”
Anthony Lamoureux
CEO | Velocity Smart Technology
“Working with you guys is easy. You always support us and look for additional opportunities and wins for our business - everything you do is strategically focussed and highly thought out to help our own marketing plans. Everything is always overachieved and delivered on time and so we really couldn’t expect any more!”
Sven Schumacher
Head of Global Marketing | Interprefy
“The UK is a key market for Sendcloud growth plans and it was really important that we built a presence there, fast. Working with ITPR has been a real pleasure and we’re delighted to have them as part of our long-term PR plans to amplify the great work that Sendcloud does for our customers.”
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