README: Media relations for earned media coverage

Welcome to Axia Public Relations! We’re excited to explore the opportunity to help you achieve your public relations goals. To ensure a successful partnership, we’ve prepared this guide outlining what you need to know about working with us. This document covers the nature of earned media, our approach, and essential disclaimers to understand.

1. Understanding earned media

Earned media means securing unpaid coverage for your brand through content such as news articles, features, interviews, and mentions. 

• Independent decision-making
  Unlike paid media (advertising), earned media relies on journalists and media outlets independently choosing to cover your story because it’s relevant and compelling to their audience. PR firms like Axia pitch stories but can never guarantee coverage. That’s because ‘guaranteed media coverage’ is too good to be true.
  
  
• Competitive landscape
  Media outlets get hundreds of pitches daily and only cover a few. That’s why the stories we pitch gain traction as timely, unique, and relevant.

2. Setting realistic expectations

Axia will work diligently to develop and pitch compelling stories tailored to your target media outlets. Our work includes research, message development, media outreach, and consistent follow-up. However, it’s essential to understand:

• No coverage guarantees
  Because editorial coverage depends on the discretion of independent media professionals, we cannot guarantee specific outcomes.
  
  
• Emphasis on process, not promises
  Our value lies in our strategic approach, relationships with journalists, and effective outreach. We strive to maximize opportunities but can’t decide what the media covers.

• Success metrics

Success in PR is often measured through qualitative metrics rather than fixed outcomes. We will discuss ways to track our efforts and progress, focusing on metrics like the number of tailored pitches sent, engagement generated from media outreach, and opportunities created for follow-ups, future pitches, or story adjustments.

3. Your role as our partner

Successful PR campaigns require timely input and involvement from Axia and your team. Here’s how you can help us make the most of our efforts:

• Timely responses
  Please be available to provide background information, approvals, and, if necessary, interviews or information for media requests.
  
  
• Open communication
  We may need your insights to shape a story or pivot our approach based on media feedback. Prompt, transparent communication keeps us agile and responsive.
  
  
• Subject-matter expertise
  If you are a key spokesperson, your engagement is critical to help us represent your brand’s story with authenticity and depth.

4. Ethics and transparency in PR

Axia adheres to the highest ethical standards in PR, respecting journalists’ independence and maintaining transparency in all our client relationships. This means:

• No paid-for coverage
  We do not engage in pay-for-play tactics. Earned media is based on authentic editorial interest, not advertising.
  
  
• Transparent processes
  We’ll provide honest assessments of opportunities and challenges, including any feedback we receive from media contacts.

5. Timeline and milestones

Securing earned media is a strategic process that can take several weeks or months. Key phases include:

• Preparation
  Research, message crafting, and media list development (typically 1–2 weeks)
  
  
• Outreach
  Pitch distribution and follow-up (ongoing, with several rounds of contact over 4–6 weeks)
  
  
• Response and refinement
  Adjustments based on media feedback or interest level (timing varies)

While we use a structured timeline, earned media often requires patience and adaptability.

6. Reporting and updates

We believe in maintaining open lines of communication throughout the campaign. Here’s how we’ll keep you informed:

• Regular status updates
  We’ll provide periodic updates on the progress of our outreach efforts, including which outlets we contacted, responses we received, and any story adjustments we made.
  
  
• End-of-campaign summary
  At the end of the campaign, we’ll share a summary of our efforts, including metrics on media engagement, the strategic steps we took, and notable insights.

7. Alternative and complementary PR strategies

If guaranteed exposure is a top priority, consider a PR strategy with multiple types of media:

• Paid media
  Advertising, advertorial, and sponsored content guarantees placement, though it lacks the more trusted endorsement of earned media.
  
  
• Shared media
  Social media platforms create opportunities for engagement, brand advocacy, and organic reach. By strategically managing shared content and conversations, Axia helps brands amplify their voice, strengthen relationships, and enhance credibility.
  
  
• Owned media
  Your brand-controlled content—such as blogs, website copy, email newsletters, and branded resources like premium download items —provides a direct channel to engage your audience, establish thought leadership, and drive measurable action.
  
  
• Hybrid strategies
  Combining paid, earned, shared, and owned (PESO) media can maximize your reach and balance control with credibility.

8. Investment and scope of services

Your investment in Axia reflects the time, expertise, and resources dedicated to your campaign. The scope of our services might include strategic planning, message development, media list creation, outreach, and follow-up. We can also discuss add-on services, such as extended campaigns, social media, content creation, or paid media.

While we can’t guarantee specific media placements, our approach builds long-term value:

• Relationship building
  PR campaigns help establish your brand within the media landscape, laying the groundwork for future opportunities.
  
  
• Reputation management
  PR strengthens your brand’s positioning, even when immediate coverage is limited.

9. Key terms

We encourage clients to understand all terms before signing an agreement. Key terms include:

• Scope of work
  A detailed description of services we’ll provide for the agreed investment
  
  
• Contract duration
  Defined timelines for the campaign and closeout dates
  
  
• Performance disclaimer
  Acknowledgment that we cannot guarantee media coverage due to the independent nature of earned media

Questions? Let’s stay aligned!

We aim to provide you with a seamless, mutually beneficial experience. If you have questions about any of the points in this document, please don’t hesitate to ask. Clear, upfront communication is key to a successful partnership, and we’re here to ensure you’re fully informed every step of the way.

Thank you for considering Axia. We look forward to the opportunity to work together and help you achieve PR success.