As the media landscape evolves, we’re expanding our definition and approach to earned media.

Traditionally, media relations was all about pitching journalists at legacy news outlets like The Wall Street Journal, Charlotte Observer and industry trade publications. These outlets are still incredibly valuable for their clout, reach and credibility – especially as fast-growing AI tools like ChatGPT are designed to favor well-sourced, authoritative information. However, traditional news channels are no longer the sole focus of our media relations strategies.

We have broadened our thinking to consider podcasts, community bloggers, Substacks and influencers – content creators with meaningful followings. We recognize that our clients’ target audiences are getting information from a wide range of communications channels, and we have invested time and resources into becoming experts on all of them. 

So what does this look like? For one, our media lists have grown. For example, when we pitch a media alert about an event at High Street, the new mixed-use destination in Atlanta’s Central Perimeter, we now pitch content creators like @DiscoverDunwoody, the City’s marketing organization and instagram with 23.7K followers; a hyper-local blog called The Aha! Connection; and @OTPMama, who regularly shares community happenings outside Atlanta’s Perimeter to her audience of 48.2K followers – in addition to traditional news outlets such as The Atlanta Journal-Constitution, Atlanta Magazine and WSB-TV. 

We are also organizing media events and customizing the experience based on the audience. As an example, we hosted nine food-focused content creators for a menu tasting at The Office Bar, the lobby restaurant and bar at Midtown Atlanta’s 1105 West Peachtree. The event generated 1,500 engagements on social media (likes, comments, shares) and reached an online audience of 124K. We are working on a food tour for journalists at the same property later this year. 

We are pitching clients to speak on podcasts. For instance, we secured an interview for Founder and CEO of City of Refuge Bruce Deel, who is looking to raise awareness for his new nonprofit MOST (Men Against Sex Trafficking). The podcast, The Pursuit of Manliness, reaches approximately 21K subscribers, primarily Christian men, and discusses topics like personal development and investing in the community – a niche, highly relevant audience for MOST.

And we are pitching content creators free tickets to client events, incentivizing coverage. We pitch a handful of journalists, too, but it’s worth noting they have varying rules in place around accepting free things. The way we work with journalists often looks different than content creators, and we understand how to navigate both worlds. 

As we adapt alongside the fast-changing media ecosystem, we are embracing the creativity and reach of content creators while respecting the standards and influence of journalists. By understanding the nuances of each, we are helping our clients reach the right people, in the right places, through the right mix of earned media coverage.