Digging a Little Deeper to Create Earned Media Opportunities

If your pitch isn’t newsworthy enough, create an opportunity for the media that is hard to turn down. Remember that famous quote from Field of Dreams?  

“If you build it, they will come.”

Journalists and producers are bombarded with hundreds – maybe even thousands -- of pitches every day. As media relations professionals, we want to believe we’ve gathered the right spokesperson and the important content, that we’re pitching the story opportunity to the best person at an appropriately targeted outlet, and that we have complementary assets to include as needed.

Oftentimes, the proper discovery, research and planning leads to success. But when it’s not working, start building.

This isn’t an easy step-by-step process because every brand is different with varying missions and purposes. For the sake of this article, I’ve asked the Bohlsen Group media relations team to share examples of how they dug a little deeper to find success for some of our clients. 

STAKEHOLDER INVOLVEMENT

Taking stock of the brand’s stakeholders and considering if involving them in some way increases the effectiveness of the pitch takes time but is usually worth the effort. For instance, does the brand have sponsors or partners and, if so, can you enrich the pitch by aligning in some way?

"Earlier this year, the formula shortage brought to light numerous concerns for many parents throughout the state and country. In response to this shortage, our client, CareSource Indiana, leaned in, taking on the role of educating the general public of their options in the face of this national dilemma. Our pitching efforts highlighted both proper breastfeeding and formula use guidelines, resulting in numerous distributions of our client’s educational editorials as well as media interviews for CareSource’s market chief medical officer. This coverage would not have been possible without the input and direction from our client’s partnership with The Milk Bank, an organization dedicated to safe and proper utilization of human milk for babies. By collaborating with an organization that was the ideal source for milk and formula guidance, our client was able to fully join in on the conversation and further strive to improve the health and wellness of their members, particularly in the face of adversity." – Alyssa Ross

LOCALIZATION OF PITCH

Identifying human interest angles can grab the attention of journalists. For instance, does the brand have specific customers that are willing to speak on behalf of the brand?

“In 2021, we pitched a family's story to local media for our client Ronald McDonald House Charities of Central Indiana (RMHCCIN). Their son was diagnosed with leukemia and received specialized care at the hospital while the rest of the family stayed at the Ronald McDonald House located within walking distance. The family traveled far from home and had to quickly figure out where to stay, so that's where RMHCCIN came into the story as that home away from home. Through interviews with local media, their son, who beat the cancer, spoke about how the House gave him the comfort in knowing that he would always have his family by his side during the most difficult time of his life. His sister, who was 13 years old at the time and is now a RMHCCIN staff member, discussed how the House gave her and her family the proximity to the hospital as well as the ability to be close as a family emotionally, mentally and spiritually. She described the opportunity to work for RMHCCIN as a special way to be connected back to the organization that had done so much for her family.” – Alex Leix

CREATION OF EVENT

Inviting media’s presence to a curated event can entice and legitimize news in a way that doesn’t resonate otherwise. Sure, this might take more work, but also consider that an in-person experience creates an opportunity for broadcast coverage that might not have existed otherwise.

“In 2019, we created several events specifically for the media to promote the Heartland International Film Festival, including a press junket, where multiple filmmakers where available for speed round style interviews for a certain period of time, and red carpet events, where media was given exclusive opportunities to interview Heartland filmmakers and actors and capture visuals in a red carpet setting.” – Paige Isch

By: Vicki Bohlsen, President/Founder