There’s a shocking amount of misinformation circulating about earned media and community building. Many marketers are operating under assumptions that are simply outdated or, frankly, never were true. Are you ready to ditch the myths and build a strategy that actually works?
Key Takeaways
- Earned media is not free; it requires a significant investment of time and resources in building relationships with journalists and influencers.
- Community building is a marathon, not a sprint; sustainable communities require consistent engagement and valuable content over a long period.
- Measuring the ROI of earned media requires tracking not just mentions and shares, but also changes in brand sentiment, website traffic, and ultimately, conversions.
- Focusing on genuine connection and value exchange will yield far better results than simply chasing vanity metrics in your and community building efforts.
Myth #1: Earned Media is Free Advertising
The biggest misconception? That earned media is “free.” It’s not. While you aren’t directly paying for ad space, securing valuable earned media coverage through PR, influencer partnerships, or high-quality content requires significant investment. Think about it: crafting compelling pitches, building relationships with journalists, creating shareable content, and monitoring media mentions all demand time, resources, and often, specialized expertise.
I had a client last year, a local Atlanta startup focused on sustainable packaging solutions, who initially thought they could just email a few reporters and land a front-page story in the Atlanta Journal-Constitution. They quickly learned that it takes more than a press release to get noticed. After months of targeted outreach, attending industry events, and offering exclusive insights to relevant journalists, they finally secured a feature in a smaller, niche publication, Sustainable Atlanta. While not the AJC, it drove targeted traffic and led to several valuable partnerships.
Myth #2: Community Building Happens Overnight
Here’s another one I hear all the time: “We’ll just launch a forum, and BAM! Instant community!” Sadly, community building isn’t instant coffee. It’s more like brewing a fine cup of slow-drip pour-over (you can find some excellent local roasters over in the Westside Provisions District, by the way). Building a thriving community takes time, patience, and a genuine commitment to fostering engagement. You need to provide value, consistently interact with members, and cultivate a sense of belonging.
Think of it like planting a garden. You can’t just throw seeds on the ground and expect a flourishing ecosystem. You need to prepare the soil, water regularly, weed out the negativity, and nurture the growth. A good example of organic community growth is the Atlanta Tech Village. They didn’t just open their doors and expect a vibrant startup hub; they actively cultivated a collaborative environment through events, mentorship programs, and shared resources.
Myth #3: Volume of Mentions Equals Success
Many marketers equate earned media success with the sheer number of mentions or social shares. This is misguided. A thousand irrelevant mentions on low-authority websites are far less valuable than a single, well-placed feature in a reputable publication like Forbes or even a mention on a popular local blog like Atlanta Eats. Focus on the quality and relevance of the coverage, not just the quantity.
We had a situation at my previous firm where a client, a personal injury law firm near the Fulton County Courthouse, was thrilled with a surge of mentions across various online directories. However, a closer look revealed that most of these mentions were from low-quality, spammy sites. The traffic they generated was minimal, and the impact on their search engine rankings was negligible. The lesson? Focus on securing coverage in publications and platforms that are trusted by your target audience.
Myth #4: You Can Control the Narrative
Here’s what nobody tells you: you can’t completely control the narrative around your brand. While you can influence it through strategic PR and content marketing, earned media inherently involves relinquishing some control. Journalists and influencers have their own audiences and perspectives, and they’re not simply going to parrot your marketing message. Trying to force a specific narrative can backfire spectacularly, leading to negative publicity and damaged credibility.
Instead of trying to control the narrative, focus on building trust and transparency. Be honest, responsive, and willing to address concerns. Acknowledge that you’re not perfect and that you’re always striving to improve. This approach will not only build stronger relationships with the media and influencers but also foster greater trust with your audience. For more actionable tactics, check out how to unlock marketing trust and engagement with PR.
Myth #5: Earned Media ROI is Impossible to Measure
Okay, measuring the ROI of earned media can be tricky, but it’s not impossible. The old method of simply counting impressions is outdated. You need to go deeper and track metrics that demonstrate a tangible impact on your business. This includes website traffic, lead generation, brand sentiment, and ultimately, conversions.
Tools like Meltwater and Cision can help you monitor media mentions and track their impact on website traffic. Google Analytics 4 (GA4) can provide insights into how earned media referrals convert into leads and sales. And don’t underestimate the power of social listening tools to gauge brand sentiment and identify potential crises before they escalate. According to a recent IAB report, digital ad revenue is increasingly tied to measurable outcomes, and earned media should be held to the same standard.
To accurately measure ROI, consider using attribution modeling. If a potential customer reads an article featuring your company, then later visits your website directly and makes a purchase, that earned media mention played a role in the conversion. This is just one element of data driven marketing.
Myth #6: and Community Building are Only for Big Brands
This is just plain wrong. Sure, Coca-Cola has a massive marketing budget, but and community building are just as vital, if not more so, for small and medium-sized businesses. In fact, smaller businesses often have an advantage because they can be more nimble and authentic in their interactions. Building a strong local community around your brand can create loyal customers who become advocates for your business.
Think about a local bakery in Decatur, GA. They might not be able to afford a Super Bowl ad, but they can build a loyal following by engaging with customers on social media, hosting community events (like bread-making workshops), and partnering with other local businesses. This type of authentic engagement can be far more effective than traditional advertising. For a real-world example, read about the Atlanta bakery’s hyperlocal marketing success.
Stop believing the hype. and community building are complex and demand a strategic, data-driven approach. Ditch the myths, embrace the realities, and start building a strategy that delivers real results. To start, you may want to nail your pitch.
How much should I budget for earned media?
There’s no one-size-fits-all answer, but a good starting point is allocating 10-20% of your overall marketing budget to earned media efforts. This should cover the cost of PR services, content creation, social media management, and media monitoring tools.
What are some examples of successful earned media campaigns?
One example is the “Dove Real Beauty” campaign, which generated significant earned media coverage by challenging traditional beauty standards and promoting body positivity. Another example is the Old Spice “The Man Your Man Could Smell Like” campaign, which went viral and generated millions of views and shares.
How do I find relevant journalists and influencers?
What’s the best way to pitch a story to a journalist?
Keep your pitch concise, relevant, and newsworthy. Personalize your pitch to the journalist and their publication. Offer exclusive information or insights. Follow up politely if you don’t hear back.
How do I handle negative publicity?
Respond quickly and transparently. Acknowledge the issue and apologize if necessary. Offer a solution or explanation. Avoid getting defensive or argumentative. Learn from the experience and take steps to prevent it from happening again.
Ultimately, successful and community building hinges on authenticity and genuine connection. Stop chasing vanity metrics and start building meaningful relationships with your audience. It’s a long game, but the rewards are well worth the effort.
