Earned vs paid media: what each is really worth
Earned and paid media are different mechanisms, not two prices for one thing. A clear-eyed look at trust, durability, cost and control.
Read article →Insights
Guides & field notes
Field notes on earned media, expert commentary and the craft of getting brands cited where it counts.
The journalist pitch that lands
The pitch a reporter actually opens: relevance to their beat, a real news hook, an honest exclusive, brevity, and a fast reply.
Read article →Turning your founder into a quotable source
How to prep a founder to give the sharp, specific, provable quotes journalists actually want — and to be available when it counts.
Read article →Giving a newsroom a data story it can run
How to package internal numbers as real news a deadline editor can publish: the finding, the method, the visual, and the quote that earns its place.
Read article →Measuring earned media honestly
Drop AVE and build a real picture: coverage quality, weighted links, referral, branded search, and share of voice in context.
Read article →Trade vs national coverage: which moves the needle
Why trade coverage often beats national on what matters: audience fit, link relevance, and proximity to the buying decision.
Read article →Building a press kit journalists actually use
What to include, how to host it, and how to keep a press kit current so reporters on deadline can use it without emailing you first.
Read article →Building an expert quote bank for fast pitches
Pre-write sharp opinions and quotable lines in advance so you can answer journalist requests in minutes instead of inventing a position under deadline.
Read article →Winning journalist requests by being fast and useful
Source-request platforms reward speed and usefulness over brilliance. How to monitor, format, and answer requests so reporters quote you first.
Read article →Thought leadership that actually earns coverage
Why real thought leadership is a reputation journalists assign you, not a content campaign — and how to build a quotable point of view.
Read article →Newsworthiness: what editors actually want
The five ingredients of news — timeliness, impact, novelty, conflict, proximity — and how to apply the editor's filter to your own brand stories.
Read article →Earned media for startups with no name yet
How an unknown startup earns its first coverage without brand recognition — through proprietary data, a real founder story, and niche outlets.
Read article →Turning a single report into multiple headlines
A good study is not one story but a quarry. How to cut angles, regional and segment slices, follow-ups, and refreshes from one report.
Read article →Relationship-led PR: the long game that pays
Being a useful contact over time beats transactional pitching. How trust with journalists compounds into coverage you never had to chase.
Read article →Media monitoring and reclaiming unlinked mentions
Track where you're mentioned, turn unlinked mentions into links, fix errors, and measure share of voice against competitors over time.
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