Media Magic? What PR Really Offers Clients

What Clients Should Know About Media Relations and Earned Media Coverage Before Hiring a PR Professional.

Before bringing a public relations (PR) professional or agency on board, it’s essential for clients to understand what media relations and earned media coverage really involve and how they fit into the broader PR landscape.

Earned media is often seen as the gold standard of publicity, but it’s only one piece of a much larger puzzle.

What is Earned Media?

Earned media refers to publicity that is gained through unpaid efforts, rather than paid advertising. This includes mentions in news articles, interviews, features in industry publications, influencer shout-outs, and even organic social media buzz. It’s called “earned” because the coverage is not bought; it’s secured by pitching compelling stories, establishing relationships with journalists, and maintaining consistent communication with media outlets.

When done well, earned media provides third-party validation that’s often more credible than paid ads. It can build trust, enhance brand awareness, and help position a company or spokesperson as a thought leader in their field.

Media Relations: The Art Behind Earned Media

Media relations is the strategy and relationship-building work that makes earned media possible. This aspect of PR involves identifying the right journalists, understanding what they cover, tailoring pitches to their interests, and respecting their timelines. It's not just about blasting out press releases; it’s about personalised, strategic communication.

Clients often assume that a PR professional can simply “get them in the news,” but that’s not how it works. Media relations is a long-term effort, and earned media coverage is never guaranteed. Even with a great pitch, a story might not run due to factors beyond your control, such as breaking news, editorial decisions, or shifting media priorities.

So, what do clients need to know about the whole process?

Before hiring a PR pro, it’s helpful to level-set expectations around earned media:

PR isn’t advertising

You can’t pay for placement in earned media. PR pros work to persuade journalists that a story is newsworthy, but they can’t promise specific headlines or coverage.

Results take time

Media placements don’t happen overnight. It may take weeks or even months to land a story, especially in top-tier outlets. Relationships, timing, and relevance all matter.

Newsworthiness is key

Just because something is important to your business doesn’t mean it’s newsworthy. PR pros help identify angles that resonate with journalists and readers alike.

Media wants value, not promotion

Journalists are not interested in running ads disguised as articles. Earned media stories must provide value, insight, or news, not just promote your product or service.

You may not control the final message

Unlike a paid ad, you won’t have editorial control over how your story is written. Reporters may choose to frame the story differently than you expect.

What Are The Other Aspects of PR Beyond Earned Media?

While earned media is an important pillar of public relations, it’s far from the whole picture. A well-rounded PR strategy also includes:

Owned Media

Content you create and control, like blogs, newsletters, podcasts, and social media posts. Owned media helps build your brand voice and supports other PR efforts.

Paid Media

Sponsored content, influencer partnerships, and digital ads that amplify your message. Paid media can work hand-in-hand with earned media to extend reach.

Crisis Communications

Managing reputation and messaging during a crisis or sensitive situation is a critical PR function.

Internal Communications

Engaging employees, stakeholders, and leadership with clear, effective messaging.

Event PR

Promoting and managing events to build buzz, engage the media, and attract attention.

Thought Leadership and Speaking Opportunities

Positioning executives or experts as go-to voices through op-eds, guest articles, podcasts, and conference panels.

Setting the Right Expectations

Before hiring a PR professional, clients should clarify their goals: Are they seeking media visibility? Crisis support? Brand storytelling? A skilled PR pro will guide you through what’s realistic, help shape a strategy, and recommend a mix of earned, owned, and paid efforts to meet your objectives.

Ultimately, media relations is a powerful tool, but not a magic wand. Understanding the process, trusting the expertise of your PR partner, and being patient with the results will set the stage for a productive relationship and long-term success.

So, you've decided you need a professional?

I can help you craft compelling stories, build strong media relationships, and secure meaningful earned media coverage that elevates your brand. From strategic pitching to ongoing media outreach, I’ll work to position you as a trusted expert and ensure your message reaches the right audience at the right time.