How To Gain Earned Media Coverage - An Interview with Robert Engle

In this week's episode of the Marketing Tales Show, I have the pleasure of introducing you to my former college public relations professor, Rob Engle, to discuss the power of earned media and why marketers should seriously consider it.Professor Engle is the owner of Engle & Co. Public Relations, a company he founded in 1986, and an adjunct professor at the University of Florida College of Journalism and Communication, where I met him during my time at the University of Florida Online.With an undergraduate in journalism from UF, a master's degree from Harvard, and a career in PR for over 30 years, I couldn't think of anyone better to tell us about the benefits of earned media and how to get a report's attention. So, if you're an organization with a small marketing budget, this episode is for you!In a nutshell, "earned media is a third-party endorsement," says Engle. "It's a credibility pop!"We can all say great things about our product in an ad, but convincing a journalist to say nice things about us is the key.Social proof is the best proof!But how does one get a story picked up by a reporter? You have to have a "nose for news," as Professor Engle calls it. Figure out what journalists cover your niche, identify what gets them excited by virtue of previous coverage, and do your research on them. "There's nothing more embarrassing than pitching a story to a journalist, and they say, 'Oh, I stopped doing that beat last year,'" Engle says. The best way to find reporters is in the publications you want coverage. Another way is through media management platforms like Cision.And yes, podcasts are also a type of earned media, so get on them as much as possible. So, don't be shy to get yourself and your organization out there because even though journalists don't want to admit it, "they need people to pitch them stories," Engle said. "They need content. Content is king!"However, be careful what you wish for, especially with major publications."Large publications like the Washington Post never do a 100% positive feature piece," Engle says. "If there weren't a couple of negative paragraphs in the story, nobody would believe it's a WP or NY Times article."To close the episode, Professor Engle shared some practical advice from his over 30 years in PR: 1a) Alway tell the truth. The truth sells!1b) In a crisis, tell the truth quickly. Get the information out there!To learn how to get earned media placement, listen to the complete episode by clicking the link in the comments below or listen to the show on your favorite podcast channel.Remember to connect with Professor Engle on LinkedIn to get to know him or his company Engle & Co. Public Relations.Go Gators 🐊Until next time. ✌️