{"id":989,"date":"2019-06-30T18:49:08","date_gmt":"2019-06-30T18:49:08","guid":{"rendered":"https:\/\/www.thekingsenglish.com\/?p=989"},"modified":"2019-07-01T00:42:35","modified_gmt":"2019-07-01T00:42:35","slug":"earned-media-yields-results","status":"publish","type":"post","link":"https:\/\/www.thekingsenglish.com\/earned-media-yields-results\/","title":{"rendered":"Earned media yields results"},"content":{"rendered":"

Business Journal reporter John Joyce interviews Stephanie Lischke over coffee at Cheesecakes by Alex in downtown Greensboro.<\/em><\/small><\/p>\n

G<\/span>etting into to the news for positive reasons can have great results for your business, especially when the medium\u2019s subscribers include your target audience and colleagues. We call it earned media<\/a>, because it’s earned on the merits of the story.<\/p>\n

Potential customers see your brand written about objectively by a third-party source. And past customers get a reminder of the good work \"earned<\/a>you did for them. Also, colleagues say, \u201cway to go\u201d and, share your good news via social media. Sometimes LinkedIn looks like a back-patting app with likes and shares and positive comments. If your new business comes primarily from referrals, this is good.<\/p>\n

Such is the case of Franklin & White<\/a>. The Greensboro firm manages and processes assessments for training and development firms and in-house talent management worldwide. Being in Greensboro, next door to the Center for Creative Leadership<\/a> and dozens of independent leadership consultants, local visibility is as important as reaching the far-flung talent, HR and leadership industry around the world.<\/p>\n

When leadership consultant Stephanie Lischke acquired her friends\u2019 company<\/a> recently, we publicized the acquisition to the national trade media and we made a special effort to place a story with the local Business Journal<\/a>.<\/p>\n

Earned media can take more than a press release<\/h2>\n

PR placement is a craft<\/a>. Small business acquisitions in and of themselves aren\u2019t always newsworthy. And if they are, they might get a few sentences. Instead, King\u2019s English got Lischke and her new company a feature article with a front-page teaser photo.<\/p>\n

This kind of story doesn\u2019t happen with a press release. Rather, it takes placement. Placement is the process of preparing a story that is tailored to specific publications. For Franklin & White, King\u2019s English found three angles to make the story more newsworthy the Business Journal:<\/p>\n