Breaking News: best practices for winning earned media coverage from traditional and digital press

This paper aims to establish best practices for winning earned media, it being the most elusive type of coverage, that convey real stories and capitalise on personal relationships.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands