The true power of earned media for PR pros

Some industry experts want to move the PR professional out of the realm of media relations and into the sphere of marketers, but earned coverage still packs a big punch.

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Editor’s note: This is our second article in a series about the PESO model. Each piece will examine a different part of the model, paid, earned, shared and owned media.

Many PR pros must educate clients on the true value of a PR campaign for their brand or organization. 

Though many industry insiders are frustrated by the public’s readiness to conflate “publicity” with “public relations,” most still see media relations as a central PR function. Add the fact that earned media carries more trust with readers, and your media pitch might start to feel more important.

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