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Maximizing the Value of Earned Media: 5 Creative Ways to Repurpose It

By January 16, 2024No Comments

In the ever-changing world of public relations and digital marketing, securing earned media is no small feat. Earned media is publicity that has been gained through other ventures apart from the more commonly used method of paid advertising. A traditional model is exposure generated through the help of a PR company and a strategic public relations plan. Earned media also includes word-of-mouth and social conversations, reviews of a product or service, blog post mentions and referrals and conversations in tangential communities. Earned media is one of the four pieces of the PESO model from SpinSucks. At Fort Lauderdale and Aspen-based public relations and marketing agency Durée & Company, when a brand or client is featured in a news article, receives a positive review, or is mentioned in a news segment it is a testament to hard work and expertise in the industry. However, the benefits of earned media don’t end with the initial publication. By repurposing earned media, its reach and impact can be extended. Today’s #DynamoDiary will break down five creative ways to achieve that.

  1. Create Shareable Social Media Content:

Leverage the positive buzz generated by earned media by transforming key quotes, headlines and visuals into compelling social media content. Share snippets from articles, reviews or interviews to engage the audience and highlight a brand’s credibility.

  1. Incorporate it into a Pitch Deck:

When presenting a company to potential investors, partners or clients, showcasing earned media can add significant credibility and validation to a pitch. This demonstrates that the company is reputable and well-regarded by the media, which can assist in gaining trust and support.

  1. Curate Email Newsletters:

Share earned media with email subscribers in the form of a curated newsletter. Summarize the coverage, provide links, and add insights or commentary to offer additional value to those who look to a company/brand as an impactful source of information. Position it so they get a sneak peek, a tune-in alert or something special for being a loyal part of the audience.

  1. Develop Infographics and Visuals:

Earned media can often contain a wealth of information and insights, but not everyone has the time or patience to sift through lengthy articles or reports to uncover the key takeaways. That’s where the power of visual content comes in. By converting the data and main points of an article into infographics or other visual aids, information becomes more accessible, shareable and memorable. With just a glance, viewers can understand the main ideas and gain a deeper understanding of the topic at hand.

  1. Craft Engaging Blog Posts:

Repurposing the core content of earned media into informative blog posts is a great opportunity to expand on the topics discussed in the media coverage, providing readers with more in-depth insights. By doing so, the insights become a valuable resource for readers. It’s important to make sure credit is given to the source by linking back to it. This helps establish credibility and helps build relationships with other industry professionals.

Maximizing the value of earned media is not just about securing positive coverage but strategically repurposing it to extend its impact. By transforming original material into diverse formats that can amplify its reach and credibility, it is not only breathing new life into the content, but also ensuring that valuable narratives crafted for one platform can now resonate across various channels. This will ultimately solidify brand recognition and trust. Embracing these strategies will allow every drop of value to be squeezed out of media triumphs. Stay creative, resourceful and be sure to maximize the potential of hard-earned coverage.

At Durée & Company, we offer creative, customized plans that reach audiences, create buzz and drive results. Seeking to leverage the industry’s best PR agency? Contact us today to get started.

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include real estate, nonprofit, hospitality, business, lifestyle, health, and wellness, legal, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI). To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X (formerly known as Twitter), YouTube and LinkedIn at @DureeCoPR.

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!