Build Your Credibility with the Power of Earned Media
Kristi Piehl, Founder & CEO of Media Minefield
June 27, 2018
People trust their local news outlets and the journalists who run them. In this era of skepticism and ‘fake news,’ surveys show local news beats out national news when it comes to trust. That trustworthiness and credibility transfers to the experts interviewed on the local news. You can harness this power, build your brand and increase your exposure through earned media interviews. Let’s start by answering some of the top questions about earned media:
What is earned media?
Earned media is different from advertising or paid media; it cannot be bought or owned. In effect, earned media is ‘real news.’
What outlets feature earned media?
Any newspaper, TV newsroom, magazine, online publication or podcast that features experts is an opportunity for earned media. At Media Minefield, our clients have been interviewed in outlets ranging from their community newspapers to The Today Show.
What happens after the interview?
Your work isn’t done yet! An earned media interview is an asset you can use in many ways:
Post the link on your website
Share the interview on social media
Include the video in a newsletter or e-blast to clients and prospective clients
List your “as seen on” credentials on mailers and marketing materials
How do I get earned media?
Not all public relations firms are created equal. There are very few specializing in earned media. Look for a firm made up of former journalists. They will speak the same language as the news media and be effective in securing earned media coverage for you. As a financial professional, the opportunities for earned media are abundant! Whether the Federal Reserve increases interest rates or it’s time to set New Year’s resolutions, the appetite for money news is consistent year-round. If news stations aren’t interviewing you, they may be interviewing your competitor. Hear it from the financial professionals themselves! Download our Top 5 Media Strategies for the Financial Professional to learn how others in your industry are harnessing the power of earned media.
Kristi Piehl provided this content as a Covisum guest blogger. Building a unique company that innovates public relations was Kristi’s vision when she launched Media Minefield in 2010. Media Minefield is a news-driven earned media agency that moves past traditional public relations to mine stories, position experts and guarantee real news coverage. Kristi is dedicated to creating a unique work environment with policies that value families, flexibility and health. During her 12-year television career, Kristi worked as a reporter and anchor at five television stations. She studied Professional Writing and graduated with honors from Bethel University. In 2015, Bethel named her Alumna of the Year. Kristi is a member of the Entrepreneurs' Organization, Women Presidents' Organization and C200 Protégé Class 2017.