INTRODUCTIONEarned media is just that, it’s earned. It is what third parties say about your brand not because they are paid to but because they find interest in it and want to. This can include traditional media outlets, influencers or others.
Here are a few tips on how to generate earned media for your podcast.
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Is it possible that the media can “do no wrong?” What if they publish inaccurate information about you or your organization, and it’s now in the public eye? If this happens, then your primary goal should be to protect and restore your reputation. This can be done by working with the media to correct the wrong information, being proactive in communicating with your stakeholders and being responsive in addressing further stories or online comments.
There have been two recent examples that have tested this thinking.
The first is the Fox-Dominion case where Dominion Voting Systems, a voting machine company, sought $1.6 billion in damages from Fox News for spreading falsehoods about Dominion’s role in the 2020 elections. Eventually, Fox News settled for $787.5 million, which is among the largest payouts ever in a defamation lawsuit.
The second case is between Sarah Palin and the New York Times. Palin filed a lawsuit after The Times published an editorial that asserted a false link between her political rhetoric and a mass shooting in Arizona in 2011. A judge ruled that Palin had produced no evidence that established the culpability of the news organization or its opinion editor at the time.
Since the goal is to earn the attention of your stakeholders, current clients or prospective clients to publish the correct information, we recommend following the PESO communications model. PESO stands for paid, earned, shared and owned.
Here are things to keep in mind if the media does publish inaccurate information, using the PESO model.
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According to a PRSA blog article, key messages are the essence of what you want to communicate, are what’s needed to engage people and are bite-sized summations that articulate what you do, what you stand for, how you are different and what value you bring to stakeholders. These messages should be used in all communication activities, regardless of the medium (e.g., website, presentations, social media, media interviews).
Here are three mistakes to avoid when developing key messages.
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