The Public Relations Blog

Reputation, credibility, and media relationships develop over time. Companies expecting immediate results from PR often misunderstand how earned media actually works.

Many executives approach public relations expecting quick results, similar to advertising. In reality, earned media works differently. In this article, Axia Public Relations explains why successful PR strategies unfold over years and why consistent effort produces the strongest results.

Build a cross-channel dashboard tying earned media to pipeline with UTM, GA4, and CRM data. Practical SEO for PR that proves ROI and lift.

PR teams are feeling more pressure to prove real business impact. Leadership is not satisfied with big impression numbers or a long list of logos anymore. They want to know how earned media turns into site visits, leads, pipeline, and closed revenue. That means PR leaders need a clear way to connect coverage with the same numbers sales and finance care about.

How you connect with reporters should follow a pattern.

In this episode, Brett Farmiloe joins host Jason Mudd to discuss the comeback of HARO and smarter PR pitching.

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Your company doesn’t always have big announcements, but you still need attention in top-tier publications. A strong PR strategy doesn’t rely solely on launches or major milestones. Consistent earned media and strategic media relations protect and grow your brand’s authority, credibility, and visibility.

When you don’t have big news to share, manufacture timeliness, refine your pitch structure and voice, use credible data, and follow up thoughtfully to secure media coverage.

Years ago, our firm represented a logistics company whose CEO was featured in a local newspaper’s business section. The coverage wasn’t national, and it wasn’t promotional. It was a short piece highlighting the company’s growth and its leader’s role in the regional economy.

A few days after the article ran, another CEO from the same metro area called the logistics company. He explained that he’d been looking for a new partner and recognized the name from the story. That introduction, created by a single earned media placement, led to a business relationship worth more than $1 million annually.

The PESO model — paid, earned, shared, and owned media — remains one of the most widely recognized frameworks in integrated communication. Over time, some academics have introduced an alternative ordering: SOEP (shared, owned, earned, paid). This is not a replacement for PESO, nor a new industry standard. It’s a reflection of how some practitioners and researchers interpret the evolving priorities inside organizations.

In this solocast, On Top of PR host Jason Mudd discusses the ethical and practical differences between exclusives, advances, and embargoes and how to use them correctly in media relations.

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If you work in corporate marketing, you’ve likely received an email that looks like an exclusive media opportunity. It promises national TV exposure, professional production, and access to millions of viewers. The catch: there’s a hefty fee.

In this episode, Keller Maloney joins host Jason Mudd to discuss why PR drives AI recommendations and how earned media and brand trust shape how AI models talk about brands.

Tune in to learn more!