Earned, owned, paid: where coverage actually moves a brand
Three kinds of media, three jobs. Why the mention you didn't pay for is the one that compounds — and how to plan a programme that uses all three.
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Guides & field notes
Field notes on earned media, expert commentary and the craft of getting brands cited where it counts.
The anatomy of a pitch a journalist actually opens
Most pitches die in the subject line. A simple framework for writing to journalists the way they wish brands would.
Read article →Turning your founder into a source editors call back
A one-off quote is a transaction. A go-to source is an asset. How to build a founder the press returns to again and again.
Read article →How to build a data story a newsroom will actually run
Original data is the most reliable way to earn coverage — if it's built like a story instead of a chart dump. The blueprint we use.
Read article →Measuring earned media without lying to yourself
Ad-value equivalency is a vanity metric. A grounded way to measure what earned coverage is actually doing for your brand.
Read article →Trade vs national press: which coverage your brand actually needs
A mention in a national paper feels like the prize. For most brands, the trade title your buyers read is worth far more. How to choose.
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