Staying a step ahead in the constant battle between earned trust and paid visibility

For decades, the PR landscape has thrived on the cultivation of trust and the crafting of narratives that resonate. But in the constantly evolving landscape, companies are confronted with a crucial question: should they earn their media coverage or buy it?

Understanding the fine line between these two approaches is crucial for any business aiming to maintain credibility and foster long-term media relationships.

On the surface, paid placements offer a seemingly direct path to media coverage. Companies can pay to have articles, often disguised as legitimate news pieces, and placed within publications. This approach guarantees placement and immediate results.

However, there's a catch: these placements often come with disclaimers that proclaim what they are—advertising. This lack of transparency undermines the very foundation of PR, which is credibility.

The allure (and illusion) of paid PR

Paid placements often bypass journalists, the gatekeepers of valuable media space. Building genuine relationships with journalists fosters trust and opens the door to organic coverage, the holy grail of PR.

Paid placements prioritise short-term visibility over building long-term relationships with those who hold the key to influencing public perception. While paid media can provide short-term results, true influence is built through genuine relationships and organic coverage that stands the test of time.

When a company reliant solely on paid placements, faces a PR crisis, the journalists they've bypassed, with no established relationship built on trust and transparency, are unlikely to understand their perspective. Earned media, on the other hand, fosters a powerful alliance, built on transparency.

Companies that consistently share interesting news and promptly respond to journalists' inquiries in a genuine manner establish themselves as trusted sources. This goodwill translates into organic coverage, precisely during moments of tribulation.

Comprehending how earned media helps

Securing earned media requires a commitment to cultivating relationships, crafting compelling narratives, and consistently demonstrating value. It represents the pinnacle of PR success—coverage journalists offer organically, recognising the newsworthiness of a company's story or expertise.

This coverage carries immense weight because it signifies independent validation from a trusted source. Companies that consistently deliver newsworthy content, engage transparently with media inquiries, and offer expert commentary on industry trends position themselves as valuable resources for journalists.

Earned media transcends mere column inches or broadcast segments. It sparks digital wildfires, igniting conversations and propelling content across social media platforms. Consumers, who are becoming increasingly discerning, readily distinguish between manufactured messaging and genuine journalistic validation. Earned media fosters a sense of legitimacy, a magic touch that influences brand perception and purchase decisions far more effectively than any paid promotion.

Striking a balance

Paid PR can supplement a company's overall strategy, but it should not be the cornerstone of PR efforts. The key is to strike a balance between paid and organic PR, leveraging the strengths of both approaches.

While paid placements have their role, our philosophy has always leaned towards fostering genuine media relationships and crafting stories that naturally resonate with journalists, allowing us to cultivate long-term media relationships that yield lasting benefits for clients.

Syndicated content presents a tempting shortcut to wider media reach, but it's a shortcut paved with risk. While it offers broader distribution than traditional earned media, the credibility gained from a single, well-placed earned media hit can be diluted by appearing across a sea of unknown websites. 

Building trust with audiences requires association with reputable sources, and placing content on unverified or unknown platforms undermines that very effort. Syndicated content can be a useful tool, but only when used strategically to amplify existing earned media coverage, leveraging the credibility earned elsewhere to bolster the reach of valuable content.

Building bridges, not buying space

Creating a PR strategy requires a delicate balance. Paid placements might be used strategically in niche situations, but the core focus should always be on cultivating strong media relationships and generating stories that resonate with journalists.

A successful PR strategy hinges on understanding the target audience. Tailoring communications to resonate with the specific interests and needs of media outlets is key.

Effective communication goes beyond mere press releases, and journalists and audiences always value non-promotional stories with substance. Offering timely responses and accurate information whenever possible is important.

At the end of the day, PR is a long-term game. Building strong media relations is an ongoing process that requires consistent effort towards cultivating long-term relationships that yield lasting benefits.

PR, at its core, is not about buying space. It is about building bridges, and a seasoned PR practitioner always understands the delicate dance between paid and earned media.

While niche situations might warrant strategic use of paid placements, the core focus must remain on cultivating strong media relationships and crafting stories that captivate journalists. Earned media remains the crown jewel of PR, an investment that yields dividends far exceeding any fleeting, purchased placement.

Michelle Pereira is the founder of ElleQuinn Communications.