Paid vs. Earned Media

Media Advocacy is the STRATEGIC use of the NEWS MEDIA as a resource for advancing a social or public policy initiative.
PAID VS. "EARNED" MEDIA

• You can earn access to news media with your good work
• Paid ads can be useful springboards
• Public Service Announcements (PSAs) offer little control for timing or content
• PSAs offer no guarantees about when they are aired or who sees them
• Earned media puts you in the driver's seat

QUALITIES REPORTERS LOOK FOR
Or, how to ensure access to the media

• Is the information timely?
• Does your story have proximity?
• Is there human interest? Built-in conflict?
• Is it unusual or off the beaten path?
• Is the source credible?
• Do you have needed statistics?

FRAMING STRATEGIES
Or, how to improve access and content

• Creative epidemiology, localizing, piggybacking
• Media bites
• Providing excellent written or visual materials
• Available and interesting spokespeople

Expanding Newsmaking Index return to Media Advocacy index