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What PR does with a media placement counts as much as getting it

Businesses want earned media because it brings third-party credibility, but earning it is just half of the value; you need a playbook for sharing a placement too

Merely subscribing to a gym membership isn’t enough to get in shape – you have to work out.

Likewise, simply buying a car won’t get you to your destination, you have to fill it up with gas and drive.

Something similar is true with earned media. Companies want coverage in their market because it provides third-party credibility, but then they don’t use it.

Traditionally, for the individual contributor in PR, you are only as good as your last placement. You may have had an incredible month in January with multiple placements, but if February is dry, you’re in the doghouse with your employer or client.

That’s the way it’s always been. It’s conditioned us, collectively, to log the placement and immediately move on to work on the next one (marketing is guilty of this too with white papers). That leaves a lot of value unused on the table.

If you get a placement, you need to share it. In other words, what you do with an earned media mention counts as much as getting it in the first place.

This was one of the many points Michelle Garrett and I spoke about on her new show YouTube show, PR Explored. We’ve gotten good feedback and while the show was broadcast live, a recording is available too (embedded nearby).

The overall topic – PR Pitching Amidst Continuing Media Layoffs – is something I’ve written about quite a bit over the years. Here are some related posts that you might find useful:

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