Earned Media Is Priceless

Written by Kathleen Gonzales

I’ve been in public relations for over a decade, and it is nothing like most people imagine. Yes, I grew up on Samantha Jones dreams—but the reality is fewer champagne toasts and far more thoughtful strategy, research, and relentless follow-through. Clients want results (of course), but coverage isn’t luck. It’s built.

What PR actually looks like day to day

PR is a craft: clear messaging, tight angles, credible proof, and consistent outreach over time. Great placements come from dozens of micro-decisions—who to pitch, when, why this story matters now, and how it ladders back to the brand’s purpose.

The biggest misconception about PR

Many assume PR means instant headlines. It doesn’t. If you come with a compelling story, real passion, and authority, nine times out of ten we can earn coverage—but it’s a collaboration. The goal is earned media that serves more than clicks. The work resonates when you truly believe the world benefits from your brand, services, and expertise—because that conviction comes through in every pitch, and that’s what journalists respond to.

Why all earned media matters

When an agency develops storylines, we’ll pitch mid- to top-tier outlets—and you may first hear back from “smaller” publications. Please know: every credible earned placement has value.

Here’s why the “smaller” wins are big:

• Compounding reach: Niche audiences convert.

• SEO lift: Backlinks and brand mentions build authority.

• Social proof: A steady drumbeat builds trust with buyers and partners.

• Story momentum: Each placement makes the next one easier.

(Yes, we vet every journalist and outlet—quality and alignment first.)

PR is a marathon, not a sprint

Your job is to stay in front of decision-makers consistently. The biggest returns show up over quarters, not weeks. Stick with it and the long-tail effects—search visibility, pipeline confidence, investor interest, recruiting—stack.

“Great PR isn’t instant—it’s intentional. Tell the right story long enough, and the market starts to tell it for you.”