Integrate media outreach into your overall strategy by breaking down the process of developing various kinds of pitches, approaching different media outlets and engaging in thought leadership tactics.
“Make no mistake – the university has 100% gotten its return on investment in terms of earned media value,” said Annie Scranton, founder of Pace Public Relations in New York and author of a book about earned media. “A traditional way to measure the value of earned media is to compare it to correlated ad space. It’s not even close. Given how often, and how many media outlets are talking about Deion, I definitely think that in five years time, the equivalent of earned media value is $1 billion or more.”
Doug Simon talks to Annie Pace Scranton, Founder and CEO of Pace Public Relations and Author of The Guide to Earned Media. Annie explains how communicators can build authentic relationships with journalists. She talks about what to include in an email pitch. Annie also shares her journey of becoming an entrepreneur.
The Guide to Earned Media: How to Use PR Strategies to Enhance Your Brand is intended for any business professional who wants to understand and master the art of media relations. Companies and leadership often realize the need for PR– but may not have the budget to outsource an agency … so sometimes, the responsibility of working with the media can fall upon an employee, who may not have any background or expertise in the space. That’s where this book comes in handy. It’s literally written to be a guide for how to pitch your company in a way that will be effective and land media placements. Of course, PR professionals and Communications students will be the biggest demo of reader of this book, but I think many business professionals could gain something out of it.
In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Chief Executive Officer, Founder & President of Pace Public Relations, Annie Pace Scranton.
Annie is the Chief Executive Officer of Pace Public Relations and the author of “The guide to earned media – how to use PR strategies to enhance your brand” published through Kogan Page.