Don’t waste money on earned media impressions

March 9, 2020

Fifty years ago, there was no way to measure how many people read your press release, op-ed, or article quote. PR and media practitioners therefore developed a metric called impressions, which is based upon the subscription size of the publication. If an outlet had 10,000 or 100,000 or 1,000,000 readers, that’s how many people were assumed to have seen your press placement.

Today, impressions is an outdated metric with limited value, yet many organizations still use it to sell a basket of goods to clients. Last week, Proven Media Solutions CEO Dustin Siggins condemned this misleading practice outside of its limited legitimate use, and said that PR practitioners should be forthrightly honest with clients about the realities of earned media.

“The solution to” changes in the PR industry “is the human connection,” wrote Siggins. PR professionals “must earn trust, get personal and deep with client needs, and then create real value that resonates with a client’s goals.”

Earning your trust & accomplishing your goals

There are four ways Proven Media Solutions aims to earn your trust while we accomplish your goals.

First, we openly admit that we can’t guarantee you press placements. What we can guarantee is our good-faith pledge.

Second, we get deeply personal with your needs. Our customer engagement process tailors our best practices to your success.

Third, we have an open communication policy which starts on Day One of a campaign. Most of our clients receive a strategic editorial calendar within 48 hours of signing with us. This calendar lays out our deadlines to meet your expectations throughout the entirety of a contract – helping you hold us accountable. And throughout any campaign, we will always explain exactly why we used a specific word, contacted a specific gatekeeper, and recommended a specific outlet.

Finally, we always look for ways to create a multiplier effect from earned media. An op-ed in the right outlet is a great tactical success – now let’s make it greater through the right social media posts, republishing it on your website if that is allowed, and sending it to your e-mail newsletter. And if your piece is a news leader, we’ll send it to media gatekeepers who reach and influence your target markets.

Are you looking for a trusted partner to help you reach and influence target markets? Contact us today to get started on the path to success!

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