Earned media is favorable publicity gained through promotional efforts. It can be one of the most powerful advocacy tools at your disposal. Unlike paid advertising, earned media coverage often carries more weight and credibility in the minds of consumers because the information is delivered through the recognized filter of a credible third-party organization such as a newspaper, TV, or radio station.
Earned media is called earned for a reason. Just because you submit a letter or an article does not mean that it will be published. There is limited space in a paper’s opinion column so competition is stiff for letters to the editor or op-eds.
You want to ensure that your piece has a good chance at getting published, so here are some general strategies for ensuring that your letter or op-ed is run:
Outreach and communications