7 tips from a former editor on getting earned media

You’ve written a great article about a timely health care topic, sent it to one of your favorite publications, and are anxiously waiting to hear if the piece has been accepted. You wait. And you wait. And you wait. Crickets.

Sound familiar? Most people who have attempted to pitch a bylined article are well-acquainted with this form of rejection. Even the most seasoned PR professionals, who interact with editors every day, have experienced it.

In fact, it’s becoming harder and harder to place contributed pieces. Many publications no longer accept them, and if they do, their editors are dealing with fewer resources and ever-expanding workloads. Most editors barely have time to skim contributed pieces, let alone read them thoroughly.

How do I know? Because I’ve been in their shoes.

I spent several years as a writer, editor, and editorial director at a large healthcare publishing company. There, I oversaw content and strategy for publications such as Managed Healthcare Executive, Physicians Practice Journal and Drug Topics.

Since I made the leap to health care consultancy Sage Growth Partners more than three years ago, I’ve experienced the thrill and challenges of pitching content firsthand. I’ve also seen how valuable a successful pitch can be for clients. Capturing earned media is decidedly worth the effort.