Educating clients is a delicate balance between setting realistic goals and delivering impactful results through the credibility that earned media brings.

This reminds me of an old saying. Helen Woodward, the first female advertising executive in the United States, famously said in 1938, "Advertising is what you pay for, publicity is what you pray for."

If you have heard of the PESO model (Paid, Earned, Shared and Owned) the model has evolved to reflect the changing landscape of PR. The PESO Model® was created by Gini Dietrich of Spin Sucks.

By emphasising Paid, Owned and Shared media alongside Earned (POSE), the model acknowledges the diverse strategies that contribute to a comprehensive PR approach.

While Earned media remains valuable, the shift in focus highlights that success in PR often involves a strategic mix of different types of media to effectively reach and engage audiences.

My relationships with journalists are an asset, but they don't guarantee coverage. The typical response window of 48 to 72 hours is important for managing expectations and what some journalists might see as demands. Twenty years of experience enables me to navigate the nuances of media relations effectively, even when the outcome is beyond my control.

However, it gets worse … Navigating the landscape of social media and news can be tricky with the increase in fake news and AI-generated content. Engaging with reputable journalists and editors is crucial for ensuring that earned coverage is accurate and trustworthy.

Editors play a key role in vetting information and maintaining journalistic integrity, which helps to separate genuine news from misinformation. However, the traditional news media industry is shrinking as social media grows.

The distinction between fake news used to be clearer, with earned media seen as a marker of credibility and effort. Now, as the lines blur, the effort required to secure genuine earned coverage can be immense — especially in a media landscape where paid opportunities sometimes overshadow earned ones.

This adds significant stress to PR efforts, making the job of securing authentic earned coverage even more difficult.

While earned media is valuable, relying exclusively on creates challenges in a rapidly evolving media landscape. Paid media, including traditional forms like advertorials, has long been a staple, and shared media offers a modern way to integrate PR for enhanced credibility.

Focusing on owned media is essential for maintaining control over messaging and ensuring consistency. Balancing these elements help to create a PR strategy that focuses on brand awareness, not only earned media.

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