Earned media coverage is a coveted outcome for any public relations (PR) effort. The exposure your content gains through channels you don’t own or pay for, such as news outlets, blogs, and social media shares, is highly valuable. This means more eyeballs and impressions because you shared compelling news that journalists want to share. The challenge here is measuring the success of these earned media articles, particularly from press releases.
Several variables influence the likelihood of receiving coverage of your news, and tracking earned media’s impact requires a multifaceted approach. Let’s learn more about earned media, how to track it, and the importance of amplifying your press release through various channels.
What is Earned Media?
Earned media represents the organic coverage you receive without paying for it directly. It’s the result of creating newsworthy, engaging content that resonates with your target audience and compels media outlets to share it.
Unlike paid media, which involves advertising, or owned media such as your website and social channels, earned media is gained through the quality and relevance of your content. While earned media coverage isn’t guaranteed, press releases play a crucial role in generating it, serving as a key link between your organization and the media.
Key distinctions (this infographic also covers the differences)
- Paid Media: Directly purchased exposure through ads.
- Owned Media: Channels you control, like your website and social accounts.
- Earned Media: Unpaid coverage and mentions, driven by the content’s newsworthiness.
Factors Impacting Earned Media Success
Several factors play a role in generating earned media. Each of the following should be considered and optimized to increase the chances of coverage.
Industry and News Topic:
- Relevance: How pertinent is your news to current industry trends?
- Newsworthiness: Is your story compelling and timely?
Targeting:
- Audience: Are you reaching the right media outlets and journalists?
- Personalization: Is your release tailored to the interests of the recipients?
Press Release Formatting and Headline:
- Clarity: Is the information clear and concise?
- Headline: Does your headline grab attention and convey the key message?
Distribution Date/Time:
- Timing: Is your release scheduled for optimal visibility?
- Calendar Awareness: Have you considered other major news events that might overshadow your release?
Other News Events:
- Competition: Are there other significant news events that could distract from your release?
- Timing Flexibility: Can you adjust the release date to avoid clashing with other major announcements?
How to Track Earned Media
Unlike owned or paid media, where metrics are readily available, earned media tracking usually requires a little more effort to source manually and can be supported with the strategic use of media monitoring tools.
Media mentions may not always be directly traceable to your press release, and not all media outlets provide data on how your content is used. But, by using tools like UTM links and your own analytics, you can piece together a clearer picture of your press release’s performance.
Here are some tips to track earned media effectively so you understand the full impact of your PR efforts:
Use of UTM Links:
- Trackable URLs: Integrate UTM links into your press release to monitor where the traffic is coming from.
- Performance Metrics: Analyze how many people clicked through and what actions they took afterward.
Media Monitoring Tools:
- Coverage Tracking: Utilize tools like Cision, Meltwater, or Muck Rack to monitor where and how your press release is mentioned across different media outlets.
- Sentiment Analysis: Gauge the tone and reception of your coverage to understand its impact better.
Combining Data Sources:
- Holistic View: Use a combination of analytics platforms, media monitoring tools, and direct outreach to media outlets to gather comprehensive data.
- Cross-Channel Impact: Evaluate how earned media influences other metrics, such as website traffic, social media engagement, and lead generation.
Evaluating the Success of a Press Release
The success of a press release shouldn’t be measured by earned media alone. It’s important to look at a range of metrics to get a complete picture of how well your release performed.
Evaluating success involves reviewing specific results, such as placements and coverage while deepening relationships with organizations and journalists who highlight your news. Assessing the average monthly visitors of each outlet helps estimate the broader reach and potential impact of your organic coverage.
Key metrics to consider:
Engagement:
- Social Shares: How often was your press release shared on social media?
- Comments and Interactions: What level of engagement did the release generate?
Traffic:
- Website Visits: Did your press release drive traffic to your website?
- Referral Sources: Identify where the traffic is coming from (news sites, social media, etc.).
Conversions:
- Leads: Did the release generate new leads or sales inquiries?
- Actions Taken: What actions did users take after interacting with your press release?
By evaluating these metrics alongside any earned media coverage, you can better understand the effectiveness of your press release.
The Importance of Amplifying Your Press Release
Another way to boost your chances of generating earned media is to share your press release across other channels, in addition to distributing it through a newswire. Amplifying your message is crucial for maximizing its reach and impact.
Strategies for amplification:
Website and Social Media:
- Publish on Your Website: Make the press release available on your news or media page.
- Share on Social Channels: Post it on all relevant social media platforms to increase visibility.
Email and Advertising:
- Email Distribution: Send the press release to your email subscribers and key stakeholders.
- Paid Promotion: Consider using sponsored posts or ads to further boost visibility.
How Amplification Increases Reach:
- Multi-Channel Exposure: The more channels you use, the more likely your news is to be seen and shared.
- Improved Searchability: Amplified content is more likely to rank in search results, leading to more organic coverage.
By incorporating these strategies, you increase the likelihood that your press release will be picked up by media outlets, thereby boosting your earned media success.
Go On & Earn
Achieving success with earned media through press releases requires a strategic approach. From understanding the factors that influence coverage to effectively tracking and amplifying your message, each step plays a crucial role in maximizing the impact of your PR efforts. By adopting a comprehensive strategy that combines careful targeting, precise tracking, and broad amplification, you can significantly enhance the effectiveness of your press releases and secure the earned media your brand deserves.
Learn More
- How to Distribute Press Releases Like a Pro
- Why Should You Include Multimedia in Press Releases?
- Press Release Do's and Don'ts
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