Discover why 72% of PR professionals report earning media is harder. Learn successful strategies from Axia to boost your media coverage significantly.
You may have noticed that securing earned media coverage is getting harder. You're not imagining it. About 72% of public relations professionals report that gaining media placements is more difficult than ever. Whether you're new to the field or an experienced communicator, you're likely feeling the pressure. Media coverage remains an essential part of any successful PR strategy, yet attaining it now demands a smarter, more strategic approach.
Why the shift? The media landscape has changed quickly. Reporters receive more pitches than they can handle, editorial teams are smaller, and digital content continues to shift how news is consumed. These new hurdles present challenges, but they also reveal opportunities for those willing to adapt and evolve.
The current challenge in earned media
When examining the state of earned media, the concern is clear. Nearly three-quarters of PR pros express that it's harder now to get the kind of media coverage their clients or brands need. So what has led to this uptick in difficulty?
1. Media consolidation
Large corporations are acquiring more media outlets, leading to fewer independent newsrooms and a smaller overall number of editors. This results in stricter editorial criteria and more selective content choices. Your pitch must do more to stand out, as the competition for media space has intensified.
2. Evolving journalistic roles
Reporters are stretched thin. Many now cover multiple beats and operate under very tight deadlines. The window to get their attention is shorter, meaning your pitch must be targeted, direct, and compelling right from the subject line.
3. Technology and digital disruption
As the rise of digital content has impacted how news is shared, traditional outlets now compete with influencers, owned media, and platforms like podcasts and X. Brands and agencies are now competing not just with each other, but with alternative media channels that are constantly growing.
4. Higher content expectations
It’s no longer enough to have a good story. The story must be data-driven, connected to trending topics, and provide a unique point of view. Editors want insight, not just information.
All these factors have fundamentally changed the game. Understanding them allows PR professionals to tailor smarter, more focused strategies that improve their chances of earning high-quality media coverage.
Axia Public Relations' success story
Amid these tough industry trends, some firms have found a way to rise above. Axia Public Relations is a standout in this space because of its consistent success in gaining high-value media coverage, even in a competitive environment. Their advantage lies in a strategic, metrics-based approach that produces measurable results.
David Triana, named America’s top media relations director by Qwoted, is the perfect example. His leadership at Axia showcases how proven practices and industry expertise can make a real difference. Under his guidance, Axia continues to generate significant media attention for clients by combining insightful data with dynamic storytelling. It’s not luck or chance — it’s strategy.
Working with a firm that knows how to break through media barriers can mean the difference between obscurity and recognition. Axia's achievements reflect a deep understanding of current media trends and the practical experience needed to navigate them effectively.
Proven strategies for securing earned media
Success in earned media today depends on your ability to be both strategic and adaptable. Axia has reported a 448% increase in media reach within 90 days for some clients. That kind of result comes from a commitment to proven techniques that others can also benefit from.
Here are some actionable strategies that improve your chances of getting noticed:
Understand your audience
Your pitch should be crafted specifically for the outlet’s readership or viewership. This means researching the publication and the journalist to align your story with what matters to them.
Build trust with journalists
Establishing relationships takes time and consistency. Follow journalists on X, comment on their content, or interact professionally at PR events. A known and trusted source has a much higher chance of earning coverage.
Shape engaging stories
Incorporate real data, but make the narrative compelling. Emotional elements can help your story connect with readers and catch an editor's eye. It’s about telling a story that matters and backing it up with facts.
Watch for the right timing
Reacting to trending stories and aligning your pitch with current news cycles can tip the balance in your favor. Journalists often need sources quickly, and being timely gives your pitch a better shot.
When these strategies are implemented correctly, the shift in results can be impressive. Many of Axia’s clients have gone from receiving occasional coverage to becoming regular names in key media outlets. The success is not random. It is planned and repeatable.
Application of best practices
How do you take these strategies and actually put them to work for your brand or client?
Start with research. Identify the media outlets that align well with your industry or story. Get familiar with the reporters who cover relevant topics. Look at the kind of language they use, the data they draw from, and what seems to motivate their story choices.
Next, refine your pitch. Make it concise, clear, and tailored to each individual journalist. Generic outreach rarely makes the cut. Instead, personalize your communication to reflect true understanding of the reporter’s interests and recent work.
Measure your efforts. Don’t just guess at what’s working. Track pitch open rates, media pickups, and publication reach. Adjust your strategy as needed based on real data, not assumptions.
And finally, work with experts. Firms like Axia bring deep knowledge, experience, and media relationships that accelerate your ability to earn attention. If consistent and credible coverage is a goal, partnering with professionals can lift much of the guesswork and deliver real results faster.
Why you shouldn’t give up on earned media
It’s easy to get discouraged as the earned media process grows more competitive. But that’s exactly why persistence matters. The tactics shared here are based on strategies that have proven their worth. Rather than relying on outdated methods or giving up when responses slow down, adapt your process and keep improving.
Media coverage still holds power to influence audiences, establish trust, and attract new business. Letting go of this channel means leaving your brand’s story in the shadows. By pushing through and polishing your pitch game, you create more opportunities for visibility and success.
Your chances don't disappear — they evolve with your strategy.
Drive your brand forward
Media coverage can be a driving force in building long-term brand credibility and awareness. With changing trends and increasing challenges, taking a data-informed, relationship-focused approach is the way forward.
Now is the time to act. PR professionals who sharpen their tactics and commit to smarter outreach can still achieve standout results. Earned media is far from out of reach. With the right plan and a skilled team behind you, it's a powerful tool ready to move your brand to the next level.
Need expert guidance on media relations? Read Axia’s "Learn Media Relations from the Media” e-book for insider tips on pitching and earning media coverage.
Topics: PR tips, earned media
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