What should I know about media relations and earned media coverage before hiring a PR firm?

Media reporters covering a story. If you’re exploring public relations for the first time or seeking to improve your approach, you’re not alone. Many smart executives and marketing leaders begin their PR journey with one big goal: media coverage.

That’s a good instinct. Earned media coverage — credible stories about your organization by trusted news outlets — is one of the most powerful tools in PR. But media relations and earned media coverage are often misunderstood.

This guide details what every brand should know before hiring a PR firm or launching a media relations program.

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Media relations is just one part of PR

PR involves a wide range of strategies beyond working with media outlets. The most strategic PR programs use multipronged approaches that can include:

Thought leadership (positioning your experts as trusted voices)
Content strategy (creating valuable, non-promotional content)
Crisis communication (responding to reputational threats)
Reputation management (influencing how stakeholders perceive your brand)
Speaking engagements
Award submission programs
Community and stakeholder relations
Analyst and investor communications
Internal communications and employee engagement

Media relations (securing earned news media coverage) is powerful. But it’s only one strategy.

Earned media is not paid media

Earned media is unpaid coverage in a news outlet. It is not advertising, sponsored content, or an advertorial. You can’t purchase news coverage. You must earn it by offering something newsworthy — something of news value to the outlet’s audience.

If a proposal guarantees coverage or charges per article, it’s likely not true earned media. Be cautious.

You don’t need a news release to get media coverage

A well-crafted news release can be helpful, but it’s not required to earn media coverage. Some of the most effective stories come from pitching directly to journalists. What matters most is having a timely and compelling story that aligns with the outlet’s needs.

Newsworthiness depends on news judgment and news value

Journalists use news judgment to decide what’s worth covering. They assess the newsworthiness of pitches by considering the elements of news, which include:

Timeliness
Impact
Proximity
Novelty
Conflict
Human interest

Journalists may cover your story if it has news value and fits the outlet’s geographic and subject matter focus — local, national, industry-specific, consumer, business, etc.

👉 Learn more: The 10 elements of news

A strong pitch focuses on the journalist’s audience

It’s not about what your CEO wants to announce. It’s not even about what the journalist finds interesting.

It’s about what matters to the journalist’s audience — those who read, listen, or watch that outlet’s content.

Every pitch should answer that key question: Why will this matter to the outlet’s audience?

Relationships help — but the story still has to work

Yes, experienced PR professionals know newsroom contacts personally. That can help get your story in front of them. But even the strongest relationship can’t force a story.

As the saying goes:

“You could be the best man at The Wall Street Journal editor’s wedding, and he still won’t run your pitch if it doesn’t meet their editorial standards.”

A compelling, timely story always matters more than a personal connection.

Stories about people are more powerful than stories about companies

Journalists and their audiences are interested in people. Even in B2B media, the most successful stories center on:

The people behind the innovation
The people the solution affects
Real-world impact on individuals or communities

Avoid sterile corporate messaging. Make it human.

Trade publications may outperform major outlets

Being featured in The New York Times may boost your brand’s credibility. But coverage in a smaller, industry-specific publication could generate far more relevant traffic, leads, and conversions for your company. That’s because the outlet’s more niche audience will likely be more engaged and aligned with your products or services.

Also, keep in mind:

Feature stories about your company may attract sales calls.
Stories about your product or expertise may attract buyers.
Short stories may outperform long ones because of short attention spans.

Coverage should be strategic, not a vanity metric

Avoid getting caught up in “impression counts” or “number of placements.” These numbers can be inflated and misleading.

Instead, ask:

Was this outlet relevant to our target audience?
Did this story support our business objectives?
How well did it influence or change perception, behavior, or engagement?

Leverage earned media beyond the initial hit

Don’t let a great article fade. Repurpose earned media for:

Sales conversations
Retargeting ads
Email marketing
Social media
Recruiting
Investor outreach

Earned media is not a moment. It’s an asset.

Buying PR tools without talent is a costly mistake

Media monitoring platforms, databases, and newswires can be powerful — but only in the hands of an experienced user. Investing in PR software without a skilled team to use it is like buying a race car without a driver.

A qualified, sophisticated PR firm will have more and better tools, just like your mechanic, who has expert tools you generally don’t need at home.

PR is a long-term strategy, not a quick fix

PR is a long game. And the best results come from years of consistent effort, not one-off campaigns.

If your PR partner delivers value to your company, they should be part of your strategic team for many years, not a short-term player.

Final thoughts

Hiring a PR firm without understanding the fundamentals often leads to frustration and unmet expectations.

However, approaching media relations strategically — with the right mindset and a knowledgeable team — can give your brand a powerful engine for visibility, credibility, and growth.

For more expert insight, check out our webinar on leveraging AI for stronger PR.