Media pitching 101: Earned media tactics to grow your brand coverage

Earned media refers to the publicity a brand earns through efforts such as media pitching and coverage, word of mouth, social media shares and online reviews. Unlike paid media – such as ads, where brands pay for exposure – earned media is not directly controlled by the brand and is instead a result of the public’s impression of the brand. This public impression makes it particularly powerful as it helps a brand’s perception as more trustworthy and authentic by consumers. 

Earned media can manifest in various forms, each offering unique advantages: 

• Media Coverage: Articles, features or mentions on online video, TV, podcasts, radio or in magazines, newspapers and online publications that highlight your brand without paid involvement. 
• Social Media Mentions: When consumers or influencers mention your brand on social media platforms like Instagram, Twitter, TikTok or LinkedIn, contributing to organic (e.g. unpaid) exposure. 
• Blog Posts: Influencers and bloggers writing about your brand, whether through product reviews or recommendations, can drive traffic and credibility. 
• Word of Mouth: The most organic form of earned media, where customers recommend your brand to others through conversations, both online and offline. 

When it comes to earned media, it’s important to know that not all placements are created equal. Here’s a breakdown of some common types of earned media: 

• Listicle: A list-based editorial article that features your brand alongside others. For example, “Top 10 Skincare Brands to Watch in 2024.” Listicles offer a concise way to introduce your brand to a broader audience, but you share the spotlight with competitors. These also often offer a direct link to your website or product which can also help with search engine optimization (SEO). 
• Feature: A more in-depth piece focused exclusively on your brand. This type of coverage is highly valuable as it provides readers with a comprehensive understanding of what makes your brand unique. 
• News Mention: A brief mention of your brand in a news story, often as part of a broader trend or industry update. While not as focused as a feature, a news mention can lend credibility to your brand by associating it with relevant industry topics.  
• Product Review: An evaluation of your product by a journalist, blogger or influencer. Positive reviews can significantly boost your brand’s reputation and influence purchasing decisions. 

As how to land one of these earned media placements? Enter the pitch. “A concise, well-crafted pitch is essential to securing earned media,” says Autumn. “Editors get hundreds of pitches a day, so it’s important to make your brand and your pitch jump off the page to be considered for coverage.” Here’s how to make your pitch stand out from the pack: 

• Research your target: Tailor your pitch to the journalist or outlet you’re contacting. Understand their audience, previous work and the type of stories they typically cover. 
• Craft a compelling subject line: The subject line is your first impression. Make it clear, concise and intriguing to entice the recipient to open your email. Depending on the recipient (say, a journalist at a lifestyle publication), including a fun emoji in the subject line is an appropriate and amusing way to make your note one-of-a-kind.  
• Include a strong hook: Begin your pitch with a captivating hook that grabs attention. This could be a compelling statistic, a timely trend or a unique angle related to your brand. 
• Provide value: Clearly explain why your story is relevant, and worth a journalist’s time and effort in covering. Highlight what makes your brand or product stand out and how it aligns with the journalist’s beats and publication’s coverage areas. 
• Include supporting materials: Attach a press release, high-quality images, quotes and any other relevant materials that can help the journalist quickly understand your brand and story.  
• Be brief and clear: Journalists receive hundreds of pitches daily. (Seriously.) Keep your pitch concise, focused and easy to skim. 

“The fourth quarter is a critical time for retail brands, with the holiday season driving significant consumer spending,” says John. “It’s important to be strategic about your pitches leading up to holiday to ensure those important placements.” To make the most of your Q4 pitches, consider these tips: 

• Start early: Media calendars fill up quickly during Q4, so begin pitching at least two to three months in advance to secure coverage. 
• Leverage seasonal trends: Tie your pitch to holiday themes, gift guides or seasonal trends. For example, pitch your product as a must-have holiday gift or a solution to common winter issues. (Think: “This foodie gift is a holiday must-have,” or “The last-minute stocking stuffer that has influencers clicking ‘add to cart.’”) 
• Highlight limited-time offers: If you’re running holiday promotions or limited-time offers, emphasize this in your pitch to create a sense of urgency. 
• Focus on storytelling: During the holiday season, human-interest stories resonate well. Share your brand’s origin story, customer success stories or charitable initiatives to connect with readers emotionally. 
• Provide high-quality visuals: Visual content is especially important during the holiday season. Ensure you have high-resolution images, festive-themed photos and even video content ready to share with journalists. 
• Follow up strategically: If you don’t hear back right away, follow up politely but persistently. Be mindful of the journalist’s time and provide any additional information they may need. 

All told, earned media is a powerful tool for building brand awareness and credibility. By understanding the different types of earned media, crafting thoughtful pitches and leveraging the timeliness of the key retail season, brands can maximize their visibility and impact. As you prepare for Q4, remember that a strategic approach to earned media can make all the difference in standing out during the busiest time of the year. Now get ready, set, pitch. 

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