If you’re looking to grow your company, it may be time to consider your marketing strategy. Did you know that 43% of internet users use an ad blocker? This makes earned media an essential part of travel public relations, but as effective as it is, it can also be difficult to get.

What is earned media?

Marketing can be split into three different kinds of media. Owned media refers to your company’s website, social media profiles, blogs, etc. Paid media is exactly what it sounds like and usually refers to advertising.

Earned media is unique because it is exposure gained through organic means. Other people are talking about your company and spreading the word for you. This includes online reviews, social shares, and perhaps most importantly, media coverage.

Why does earned media work?

According to Nielsen, 92% of consumers around the world said they trust word-of-mouth above all other forms of promotion. Earned media gives you credibility and helps build familiarity. With the right media outreach strategy, it also helps put your company in front of the right audience. Messaging won’t matter as much if it isn’t reaching your target.

How to get started

Before you begin reaching out to the media, figure out what it is you want your audience to know. What’s new at your company? What sets you apart? You can then take those ideas and put them in a press release or pitch. Take time to research your media targets ahead of time, too. There are countless newspapers, magazines, blogs and podcasts to choose from, but some will be more advantageous than others.

If it seems daunting, you don’t have to do this alone. An experienced travel public relations agency already has established connections within the media, and they can help you determine what should be news and what shouldn’t.

If you’re ready to see the difference earned media can make, call Adventure PR and let our professional team of authors and media specialists go to work for you. Contact us via our website or call us at (865) 977-1973.