News media appearances are great. However, they’re not guaranteed. The news media should be absolutely independent and objective. That’s why earned media coverage is so valuable. It can’t be bought, so it’s much more believable and credible than paid media.
Your media pitches need to be newsworthy and interesting — not just to you but to your audience. It’s absolutely unethical for a public relations professional to promise your story will appear as earned media in a credible news outlet.
That’s because public relations depends on third parties and relationships. Unless you own or control the news outlet, there are no guarantees in PR!