The Public Relations Blog

You work hard to earn media coverage, and missing a link back to your site doesn't mean the coverage failed you.

A respected outlet covers your company, product, or latest announcement — but then you notice the story doesn’t include a link back to your website. It can feel like the coverage came up short, even when it delivers exactly what a link can't: third-party validation of your brand.

This post explains why credible outlets handle links this way and what that means for setting realistic expectations around earned media.

Big headlines don’t always start big. Often, a national story traces back to a small, credible mention in a trade outlet that covers the industry every day. Editors at larger publications scan those niche sources for signals — new data points, emerging players, and experts who can explain complex shifts in plain English. If your name keeps showing up there, bigger stages will likely follow.

Leadership transitions can be difficult. They create uncertainty, which affects everyone involved. Clear, consistent messaging is the key to addressing concerns and maintaining confidence during periods of organizational change.

Here are some ways PR can make the transition as smooth as possible:

When it comes to earned media, placement matters as much as the message. A great story in the wrong outlet might as well not be shared at all. That’s why one of the most strategic decisions in earning media coverage is selecting where you pitch your story and why.

 In this episode, former CNN producer Tiffany Anthony joins host Jason Mudd to discuss media relations best practices, newsroom operations, and journalist preferences. 

Tune in to learn more!

No one enjoys a cold email that misses the mark, especially journalists. With overflowing inboxes, daily deadlines, and shrinking editorial teams, reporters are more selective than ever about what pitches they open, consider, and actually pursue.

When you invest in a public relations agency to secure earned media coverage, you might expect to receive a list of all the media contacts they send pitches to on your behalf. However, due to licensing agreements with media database providers, PR firms are legally restricted from sharing media lists outside their agency.

Almost every day, a prospective client asks us, "How many reporters do you know?"

At first, this seems like an important question. After all, knowing reporters should make it easier to land media coverage, right? The assumption is that connections are everything in public relations. And while relationships are crucial, there’s a much deeper game at play.

In this episode, Qwoted’s Shelby Bridges joins host Jason Mudd to discuss how AI, shrinking newsrooms, and faster news cycles are reshaping modern media relations and earned media strategies.

Tune in to learn more!

Investigative reporters approach stories quite differently from daily beat reporters. They aren’t looking for announcements or expert commentary to support their articles. They’re looking for patterns and inconsistencies and working for accountability.

Understanding how investigative journalists work can help your company spot risks, evaluate media opportunities more effectively, and anticipate questions that may catch your expert off guard.