Breaking News: best practices for winning earned media coverage from traditional and digital press
John Wolfe
Of the three major avenues of communication marketers rely on to distribute their commercial messages — paid media, owned media, and earned media — earned is perhaps the most elusive. After all, the other two are guaranteed as long as advertisers can pony up the cost of a TV commercial, a print ad, an advertorial, an online video, and so on. But earned media is a different story, one that requires a level of persuasion and newsworthiness uncommon to the other two.
There is...