An effective earned media strategy evolves as quickly as the news landscape. And in crowded, tech-driven industries, journalists have no shortage of pitches flooding their inboxes.

To stand out and earn media coverage, public relations pros need a pulse on the media market. What challenges are reporters are facing? What type of stories and spokespeople are they looking for? And which earned media strategies garner success in specific industries? In other words, what works in cybersecurity might not fly in fintech.

Earned Media Strategy Guide 2022 -  an Interactive E-book from INK Communications

Our media relations experts pitch stories for B2B and B2B2C technology and energy companies day in and day out. Together, they compiled the latest insights and trends for communications teams trying to earn quality news coverage in competitive spaces. Use this guide to inform the next evolution of your earned media strategy.

Earned Media Strategy Guide at a Glance

  • Forces at Play in Earned Media: Four key trends in journalism every PR professional should account for in their media outreach.
  • Industry Media Deep Dives: Tailored advice for earning media coverage in cybersecurity, energy, education tech, fintech, health tech, adtech, real estate tech, and IoT sectors.
  • Spotlight on Artificial Intelligence: AI is impacting virtually every industry and reporter beat, making it one of the most consistent media coverage topics. Learn how to tap into the conversation.
  • Tips to Elevate Your Earned Media Program: Takeaways on how to get noticed by reporters, expand your public relations strategy beyond earned media, and more.

Meet the Authors

If you know us, you won’t be surprised to find out this e-book was a collaborative effort. Our earned media team has deep expertise in a wide range of industries within INK’s energy and B2B tech focuses. And for this resource, we brought together ten of these specialists to share their insights and predictions for rising media trends, challenges, and what’s driving the most effective pitches both in the earned media space as a whole and in the individual verticals they specialize in with our clients. 

Contributing Authors + Areas of Expertise

  • Caitlin New – VP, Comms | Cybersecurity, Fintech
  • Candice Eng – VP, Comms | Energy, IoT
  • Allyse Sanchez – VP, Comms | Health Tech, Real Estate Tech
  • Caroline Harvey – Director, Comms | Energy, Artificial Intelligence
  • Sami Saurman – Director, Comms | Fintech
  • Danielle Scotto – Director, Comms | IoT
  • Bree Wood – Senior Manager, Comms | AdTech
  • Mallory Baker – Manager, ESG | Energy
  • Kristina Leal – Manager, Comms | IoT
  • Mary Brynn Milburn – Senior Associate, Comms | Education Tech