Key Takeaways
Earned media is a free way to get coverage of your organization's activities.
The more time you spend researching the right media targets for your pitch, tailoring the pitch, and making follow-up calls, the greater your chances.
Our guide to earned media walks through how to build a media list and pitch reporters in your community.
Earned media is the opposite of paid media; it is any free media coverage secured by approaching (“pitching”) reporters. Earned media can be a great, cost-effective way to get the name of your organization and its services out to a broad audience.
NCOA's guide to earned media walks through the steps you’ll need to implement this approach, including:
- How to build a media list
- What to put in your sample pitch
- How to conduct outreach to producers and reporters
- What happens—and what to do—when you get booked on a television/radio news segment
- Appropriate follow-up
