EARNED MEDIA
COVERAGE IN THE PLACES PEOPLE ALREADY TRUST.
High-quality media relations across digital, print, broadcast and podcasts, built for long-term authority rather than volume.
What This Is
Earned media is coverage you have not paid for: a journalist decided your story was worth their readers' time. It carries a credibility that advertising cannot buy, and it compounds — each piece makes the next one easier.
The work covers story development, angle testing, journalist relationships, pitching, briefings and follow-through, across digital, print, broadcast and podcasts in the UK, US, Canada and ANZ.
It increasingly matters beyond the click, too: trusted coverage is what AI search tools and answer engines cite when someone asks about your category.
Who I Work With
Founders and organisations with something genuinely worth saying who need it to reach the right journalists, and teams whose coverage has been sporadic and want a consistent, credible presence instead.
How I Work
Before anything is pitched, the story has to hold up. That means finding the angle a journalist can actually use, and being honest when a story is not there yet.
Pitching is targeted rather than blanket: fewer, better-matched journalists, briefed properly, with spokespeople prepared through media training so the interview justifies the pitch.
Where coverage needs a bigger hook, it pairs with campaigns and brand activations or a funding announcement. If you are not sure what your current coverage is worth, start with a PR audit.
Explore Other Services
Earned media connects closely to these areas.
Frequently Asked Questions
- How quickly does coverage happen?
- Some stories land within weeks; others take months of relationship-building. Anyone promising immediate national coverage is selling something else.
- Do you guarantee placements?
- No. Guaranteed placement is advertising. Earned media depends on a journalist judging the story worth running.
- Which outlets do you target?
- The ones your audience actually reads, watches or listens to — which is often trade and specialist media before national press.
- Do you write the materials?
- Yes. Press materials, briefing documents and commentary are part of the work, shaped for each outlet rather than sent out identically.
- Does earned media help with AI search visibility?
- Increasingly, yes. Credible third-party coverage is a major input into what AI tools cite — there is more on this in my insights.
- Retainer or project?
- Both work. Ongoing retainers suit sustained visibility; a project or ad-hoc support suits a single story.