Author: Charlie Pearson, CEO, The Lifestyle Agency
In an era of look-alike ads and automated content, earned media remains the most persuasive public signal of trust. It is not luck; it’s a process: create something that matters now, prove it with evidence, package it for a specific editor, and follow up like a professional. Do this consistently and you’ll increase brand search, high-quality links, and the likelihood that answer engines surface your work.
Write one sentence that answers why this matters this week for that outlet’s audience. Test it for timeliness, reader relevance, and proof. If it sounds promotional, it isn’t ready. Tie to calendars (policy releases, earnings cycles, seasons) and be explicit about impact.
Journalists reuse sharply written facts. Create or source: original data with transparent methods, credible third-party stats, an external expert quote, and a simple asset (image or short clip) that tells one insight. Treat each item as something that can be lifted verbatim.
Deliver a mini press kit: a clear headline and 30-word dek, a 250–500-word facts-first body, two quotes (internal/external), three bullet findings with numbers up front, and a link to a fast, public assets page (images, methodology, backgrounder). Respect brevity and substantiation—core UK newsroom norms.
Subject lines state the news; opening line lands the hook for that beat; body gives the fact, stat, quote offer, asset link, and timing; close with availability (e.g., “today 10:00–14:00 BST”), mobile, and permission to follow up. Personalise with relevance (reference a recent piece and how yours advances it). Never mass-blast.
Be the source editors want: respond quickly, meet deadlines, offer under-embargo context occasionally, and keep a living media map of beats and preferences. Social engagement should add value (clarify a stat, share a primary source), not sell.
Ground pitches in what UK readers care about now—consumption habits, trust drivers, and preferred formats. Mirror those realities in your copy, proof, and assets. Show understanding of their world, not just your product.
Keep a clean line between editorial and advertising. Disclose creator or partner relationships and follow UK codes. Long-term access depends on trust.
Use embargoes with clear UTC/BST time. Have day-of quotes and assets ready. Prepare reactive notes for predictable events so you can reply in minutes.
Share short native snippets on LinkedIn/X, add an “In the Press” excerpt with canonical links, use light paid social to hit strategic audiences, and arm sales with a one-page proof addendum. Amplification extends half-life and multiplies ROI.
Track tiered coverage volume, share of voice, sentiment, average referring domain authority, referral traffic, brand-search lift, editorial reuse of your data, and time-to-publish. Review monthly, refine angles and assets, and retire what underperforms.
Announcements without reader relevance; big claims with no independent proof; attachments instead of links; spray-and-pray lists; confusing sponsored with editorial; missing disclosures.
Earned media is an operating system, not a one-off. Ship stories with timely hooks, verifiable proof, professional packaging, and respectful follow-through. Repeat this rhythm and you’ll earn sustained credibility that paid media can’t buy.
PRGN is a connected network of 50 independent PR agencies, servicing key markets around the world. As leaders in their respective regions, PRGN agencies offer the in-market delivery expertise for campaign success of a local PR firm, yet on a global scale. Each partner agency knows its local community and how to help clients connect with their audiences in those regions.
The Lifestyle Agency has access to world class network, allowing us to scale to any sized project whilst also retaining our small scale agility and avoiding large corporate agency politics.
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