3 Proven Tips For Landing Earned Media For Your CEO Or Company Leader

By Jennifer Maloney Adab, Founder of Triple A Media

I recently had a client’s op-ed publish in the print edition of his national newspaper. Picking up the tactical edition of a paper brought back memories of my career start in the early 2000s when circulation numbers reigned over UMVs. 

Back then, were still using landlines to pitch Oprah’s producers or to get the attention of a coveted reporter at the New York Times. While much has changed since the reign of “traditional media,” some things have stayed the same.

To this day,  the majority of my clients still have their sights set on getting their company leaders published in mainstream media outlets: Fast Company, TechCrunch, the Wall Street Journal, the New York Times — the targets vary, but the goal is the same: a desire for third party credibility. 

Having your CEO or company leader published in a major media outlet undoubtedly brings credibility, but landing earned media coverage in a landscape where there are six public relations pros to every one journalist isn’t easy.

As someone who’s been pitching and landing placements for CEOs and company leaders since online news was in its infancy, here’s what I’ve learned:

1. Know Who You’re Pitching 

The majority of clients I work with understand the prestige and credibility of the media brands they want to be published in. They also have a general idea of who their audience is, but they aren’t familiar with how the outlet likes to cover news or whether or not the message they are trying to get across even warrants earned coverage. 

For earned press, you have to do your research on what the editorial staff at the outlet you’re looking to gain coverage in are looking for. Perhaps they are looking for people who have expertise on a trending topic that lands within your purview or maybe you know of a timely government announcement that will impact their audience and you have an opinion on it. 

The key is to know what kinds of news the publication covers and how they typically report on the news. Do they allow for unsolicited op-ed contributions or is there a reporter that covers the industry you have expertise in? 

It's critical to do your research on the outlet and identify your best avenue for pitching. That way even if your pitch doesn’t land, you’ll have made a positive impression — the first step in building a relationship with an important press contact. 

2. Pitch An Opinion Not A Key Message 

If you’re looking to amplify your company’s key messages through a press outlet or have a product launch written about in a particular way, you’re likely a candidate for sponsored content, not earned coverage. 

Sponsored content allows you to leverage the credibility of a media brand, while presenting your product or company message exactly as you want it to appear, but it’s a paid opportunity and that has to be disclosed. There is no shame in using sponsored content and in fact, I’ve seen it work effectively for many clients, helping them reach audiences with a tailored message with great ROI. 

For earned press however, you have to remove your marketing hat and offer original insights into complicated problems affecting the publication’s audience. This often requires challenging common perceptions and educating around how incoming news or legislation might impact their readers’ lives and world. 

Think beyond your corporate title and unveil why you are uniquely qualified to have an expert point of view. This might include your education, your unique lived experiences or the sum of your professional expertise.  

3. Go Direct To The Source 

Yes, it’s important to follow a media outlet’s guidelines when it comes to pitching, but in my 20 years of experience in working in public relations I can count on two hands the number of times I’ve successfully landed a pitch by going through a general email or intake process. 

The reality is journalists get flooded with unsolicited pitches on the daily and unless you’ve taken the time to build a relationship in advance, yours is likely not going to get looked at. 

LinkedIn is a great tool for this. Not only does the platform allow you to showcase your own credibility and professional brand, but you can use its premium features to find media contacts who will be important to your clients.

In my case, I pitch a lot of op-eds, so opinion editors are key connections.  But, I also follow a lot of industry reporters who cover news in the sectors my clients have expertise in. I take the time to do a deep dive into the profiles of the contacts who are relevant to my portfolio and often connect with them to try and understand their needs and establish a relationship before I pitch.

As always, the media landscape is evolving. Even as I write this, I must think of how ChatGPT might make my verbiage more concise or offer an alternate headline. As we adapt to new platforms and technology, however, we must not forget the timeless principles of thoughtful storytelling and relationship building — those remain our strongest tools in landing coveted third-party credibility.