A Strategic Guide to Securing Earned Media and Shifting Public Narratives
In a time of a 24-hour news cycle and deep mistrust in government, breaking through the noise to reach targeted communities, including voters, requires more than just a well-funded paid media program. For issue-based organizations and progressive campaigns, earned media, “free” coverage in news outlets, remains a necessary tool for building credibility, shaping narratives, and communicating with key audiences. Unlike paid media, which can be dismissed as biased messaging, a third-party endorsement from a reputable journalist validates your message and delivers it to audiences who are increasingly tuning out traditional advertising. But navigating the modern media landscape can feel very overwhelming.
This blog will help demystify the process and offer a roadmap for campaigns or advocacy efforts of any size to harness the power of press coverage.
This guide covers:
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Where to start with earned media
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Best practices for securing strategic coverage
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New trends in media outreach (and how to leverage them)
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Using social media to create news that traditional media picks up
Why Earned Media Matters for Advocacy and Campaigns
Before diving into tactics, it's crucial to understand the value of earned media. In a nutshell, it’s about trusted third-party validators. When a credible news outlet covers your story, it lends its trust and credibility to your cause. This validation is critical in a time of clickbait news, and allows you to:
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Shift public narratives on key issues by framing them through a human lens.
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Pressure policymakers to act, as news coverage makes an issue publicly visible and politically urgent.
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Mobilize and validate supporters by showing them their cause or campaign is gaining traction.
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Reach audiences beyond your own email lists and social media followers, including key informed demographics who still rely on local TV or newspapers for information.
With the right strategy, this powerful tool doesn't require a massive budget—just creativity, time, and a newsworthy hook.
Getting Started: Earned Media for Beginners
For those new to media relations, the process can seem daunting and confusing. The key is to approach it not as begging for a favor, but as a helpful local source providing a journalist with a valuable asset: a great story. Here’s how to begin building that process.
Step 1: Define Your News Angle
Journalists are bombarded with pitches. To stand out, you must offer something truly newsworthy (and relevant to their audience). They won’t cover your mission statement or campaign slogan, but they will cover special events, interesting data, or human stories. So, before you make a pitch, ask yourself:
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Is there a timely and relevant hook? (e.g., new legislation, an anniversary, a trending topic)
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Can you provide exclusive data or research? (Even a small local survey counts)
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Do you have compelling personal stories? (e.g., affected individuals who can speak to the issue)
Example: Instead of pitching “Climate change needs action,” try:
“New Local Survey Shows 80% of [Your City/Constituents] Parents Worry About School Air Quality on Smoke Days—Moms Demand Action Available for Interview.”
Step 2: Build a Media List
General email blasts are ineffective. Success comes from targeted outreach. Start by identifying:
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Local reporters who already cover your beat (search “[Your Topic] + [Your City] + reporter”).
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Progressive-leaning national outlets (e.g., The 19th, Vox, Mother Jones) that align with your values.
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Niche blogs, podcasts, and newsletters that reach your specific target audience.
Reach out to them to introduce yourself, so your first interaction is not a transactional pitch.
Step 3: Craft a Strong Pitch
Your pitch is your first impression. Keep it short (3–4 paragraphs max) and follow the inverted pyramid of a news story: most important information first.
Your pitch should include:
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A compelling subject line (e.g., “EXCLUSIVE: New Data on [Issue] in [Location]”)
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Why it matters now (the news hook in the first sentence)
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Who’s available for interviews (experts, impacted people)
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A clear call to action (e.g., “Can we schedule an interview tomorrow?”)
Be sure to follow up at least once. Many reporters miss initial emails but appreciate a gentle nudge.
Best Practices for Securing High-Impact Coverage
Once you understand the basics, you can move from getting a mention to driving the story itself. This requires moving from being reactive to proactive, positioning your campaign or organization as an essential and expert source for journalists on deadline. Utilize these key tactics that most journalists are looking for.
1. Leverage Breaking News
The news cycle moves fast. Journalists need expert sources and local angles immediately when a related story breaks. Be prepare to:
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Offer expert commentary on trending stories within hours and how it connects to your campaign or efforts.
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Connect reporters with affected community members who can share a powerful, personal story.
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Quickly draft and distribute op-eds or press statements that tie the breaking news to your ongoing work.
Example: If a court rules on voting rights, immediately offer a local grassroots organizer who can speak to the decision's impact on the ground.
2. Use Data & Polling
Original research is catnip for journalists. It provides a concrete, objective foundation for a story. You don’t need a giant national poll; even small, hyper-local surveys can work if they reveal something new.
Example: “Poll: 70% of [City] Voters Support Rent Control—But Lawmakers Haven’t Acted.”
3. Stage Visual Events
Television and digital media thrive on strong visuals. Give them a reason to send a camera crew by creating photo-worthy moments. Think:
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Protests or rallies with striking visuals (e.g., a human chain, giant props).
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“Drop-ins” where advocates directly (and peacefully) confront decision-makers.
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Creative stunts (e.g., projecting messages on buildings, dumping (fake) oil on the Capitol steps). Do something new and interesting!
Example: A climate group inflated a giant “oil barrel” outside a senator’s office to protest fossil fuel donations. The striking visual was perfect for TV and got picked up by multiple outlets.
New Trends in Earned Media Outreach
The media industry is changing, so your outreach strategy needs to change with it. Traditional pitching is still effective, but the most successful communicators are meeting journalists where they now operate on new platforms and in new formats. Be sure to include these new platforms in your outreach plan.
1. Journalists Are Using Social Media More Than Ever
The line between a journalist's social feed and their assignment desk has blurred.
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Pitch reporters on Twitter/X or LinkedIn (many now explicitly state they prefer DMs over crowded inboxes).
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Monitor hashtags like #JournoRequest and #HelpAReporter that your local reporters use for real-time opportunities.
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Engage with journalists’ posts thoughtfully to build genuine relationships before you ever need to send a pitch.
2. Opinion Journalism Is Always Needed
Op-eds and guest essays are a powerful way to control the narrative and speak directly to the public.
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Submit op-eds to local papers (they have higher acceptance rates and influence local opinion).
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Leverage freelance writers who contribute to multiple outlets; a relationship with one can lead to placements in several.
3. Newsletters & Substacks Are the New Bylines
Many influential journalists now run independent newsletters. A feature here can not only reach a dedicated audience but also serve as a proof-of-concept that gets picked up by the journalist’s larger, traditional outlet.
How to Create Your Own News on Social Media
You no longer have to wait for a journalist to deem your story newsworthy. In the digital age, you can create the buzz yourself on social media and occasionally force the traditional media to cover it. This "build it and they will come" approach gives you much more control over your narrative.
1. Create Engaging, Shareable Content
Create content designed for the social-native news feed. If it gains enough traction, news desks will take notice.
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Threads/TikTok explainers that break down complex issues in an engaging, digestible way.
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User-generated campaigns (e.g., “Share your story with #MyHealthcareNightmare”) that demonstrate widespread impact.
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Data-driven memes or infographics that distill key messages into a highly shareable format.
Example: A housing rights group’s viral TikTok video comparing “rent hikes vs. CEO pay” gained millions of views and was subsequently covered by The Guardian.
2. Leak to Influencers First
Sometimes, the fastest way to the mainstream is through the sidelines. Share exclusives with independent journalists, trusted activists, or content creators with large followings. Their coverage can kickstart a story and create momentum that mainstream media can’t ignore.
3. Host Twitter/X Spaces or Instagram Live “Press Conferences”
Invite reporters to join or listen in on live, unscripted discussions with experts and affected individuals. This creates a real-time news event. If the conversation gains significant attendance or sparks a lively discussion, it becomes a story in itself.
Final Tips for Your Earned Media Plan
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Start small—local outlets are more accessible and help you build the clips needed to pitch national ones.
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Build genuine relationships to be a helpful resource, not just someone who asks for coverage.
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Repurpose every win to share media clips in fundraising emails, on social media, and in grant reports to demonstrate impact.
Earned media isn’t just for PR firms and large organizations. With the right strategy, even small, scrappy groups can land game-changing coverage. The key is to stop asking for coverage and start offering a story that no journalist can afford to miss.
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