Earned Media | Your Secret Weapon for Visibility and Credibility

As a coach, consultant, or small business owner, you’ve probably hit that frustrating wall: you’re putting in the effort, but visibility and credibility seem just out of reach. Here’s the good news: you’re sitting on a goldmine called earned media.

Before you roll your eyes and think, “Another marketing buzzword,” stick with me. Earned media—essentially free coverage of your business in articles, podcasts, TV spots, or blogs—is one of the most powerful ways to put your name in front of thousands of potential clients. Yet, shockingly, few consultants and small business owners tap into this strategy. Why? Because they don’t know where to start.

Don't be one of them. Spend a few minutes with me to get the playbook. Let’s dig into the basics transforming media prospects into powerful partners for your business.

Step 1: Know Your Story

Before you send a single email or make a call, take a step back. What’s your story? And no, “I help businesses grow” isn’t enough. What makes your business truly unique.

Ask yourself:

• What value can I offer that’s relevant to a media audience?
• What’s a fresh perspective or insight I bring to my industry?

Your story is your hook. It’s the reason someone will choose to write about or feature you. Nail this down, and you’re already ahead of most people. - Looking for tips on story telling? Here are a few conversations to spark your creativity. LISTEN NOW

Step 2: Research, Research, Research

Not all media outlets are created equal, and pitching every journalist under the sun is a waste of time (and their inbox space). Focus your efforts on outlets that make sense for your niche.

Here’s how:

• Identify media outlets that align with your industry or values.
• Look for journalists or creators who’ve covered topics similar to yours. But do your homework, make sure they haven't covered exactly the same topic recently.
• Dive into their past work. What’s their style? What stories catch their attention?

Think of it like matchmaking—you’re looking for a perfect fit, not just anyone who’ll listen.

Step 3: Tailor Your Pitch

This is where many people drop the ball. A generic pitch isn’t just ineffective; it can actively hurt your chances. Imagine receiving an email that starts with “Dear Sir/Madam.” Straight to the trash, right?

Here’s how to stand out:

• Personalize every pitch. Mention a specific article or podcast episode that resonated with you.
• Explain why your story fits their audience. The same idea presented to different journalists will need a slightly different pitch.
• Keep it concise and engaging—no one has time for a novel.

Pro tip: If you wouldn’t want to read your pitch, neither will they.

Step 4: Build Relationships

Journalists and media professionals are people too. And like any relationship, a little effort goes a long way. Start by:

• Following them on social media. Connect with others who are connected to them, so you start to show up in their circles.
• Engaging with their work by sharing, commenting, or adding thoughtful insights.
• Showing genuine interest in their content—not just when you need something.

By the time you pitch, your name will already be on their radar.

Step 5: Timing is Everything

Even the best story can flop if the timing’s off. Pay attention to what’s happening in the world and in your industry—it’s not just about what you want to say but when people are ready to listen. - For example:

• If you’re pitching a story about stress management, tie it to the New Year, when everyone’s making resolutions, or to Mental Health Awareness Month, when the topic is already top of mind.
• Got insights on hiring trends? Pitch right before graduation season, when fresh grads are flooding the market, or at the start of the fiscal year, when companies are ramping up recruitment.

Journalists are constantly scanning for stories that feel timely and relevant to their audience. When your story lines up with the current conversation, you’re not just making their job easier—you’re positioning yourself as a trusted voice in your field.

Step 6: Follow Up (But Don’t Be Annoying)

If you don’t hear back, it doesn’t mean the answer is no. Journalists are busy, and your pitch might have just slipped through the cracks.

• Set a reminder to follow up after a week or two.
• Keep your follow-up polite and short. Something like, “Just checking in to see if this caught your eye.”
• Know when to stop. Spamming is a surefire way to burn bridges.

Why It’s Worth It

Earned media isn’t just about getting your name out there. It’s about positioning yourself as an authority. A podcast guest spot or a mention in a reputable publication gives you instant credibility—far more than any ad could.

So, take the plunge. Start small, stay consistent, and watch how those earned media wins start stacking up. Who knows? The next time someone Googles your name, they might just see you on the front page.

And that, my friend, is visibility and credibility done right.