Earned Media and the Art of Working Backwards

Every few years, the value of earned media resurfaces as a topic of debate among marketers – particularly in the charity sector. In an age dominated by paid campaigns, limited internal resources, and shrinking newsrooms, it’s easy to question whether PR still has a meaningful role in the modern marketing mix.

The answer is a resounding yes.

Earned media remains one of the most effective ways to build trust, amplify reach, and demonstrate credibility. But the more difficult – and often frustrating – question is: how do we actually get it?

Unlike paid media, earned coverage can’t be guaranteed. Even the most compelling story is at the mercy of the news cycle. What lands on a quiet Wednesday might be entirely overlooked on a breaking news day. That unpredictability is part of what makes earned media so valuable – but is also what makes it so challenging.

But we can take clear, practical steps marketers to improve our chances. And it starts with a mindset shift: from reacting to stories, to strategically building them.

Educate your fundraisers on what makes a story.

For many charity communications professionals, it’s a rite of passage to be asked to secure media coverage for a fundraising initiative that lacks any clear news hook. One of my earliest experiences in PR involved being asked to generate media interest in a major donor who – ironically – wished to remain anonymous.Needless to say, Idid not succeed.

These moments serve as important reminders: our fundraising colleagues are experts in their own field, but they aren’t media professionals. It’s our responsibility to help them understand what journalists are actually looking for in a story, using a simple checklist:

·        Is the story new or has it been shared previously?

·        Is it timely or connected to a topical issue?

·        Do we have a compelling case study or human angle?

·        Are there statistics to support our message?

·        Are spokespeople available for interviews?

·        Do we have visual assets (photos or video) to bring it to life?

Helping fundraisers and internal teams think more like journalists can dramatically improve the quality of stories being surfaced, and can reduce time spent managing unrealistic media expectations.

Work backwards from the coverage you want.

One of the most effective tools I’ve used with fundraising and advocacy colleagues in the past is the concept of the dream headline. The idea is simple but powerful: imagine the headline you’d love to see in your target media outlet, and then reverse-engineer the story to make it possible.

Everyone intuitively understands the power of a good headline—we consume them constantly in our everyday lives. This exercise turns that passive awareness into a practical planning tool.

In workshops, I’ve asked clients to brainstorm a list of ideal headlines about their organisation or campaign. Then we dig into what it would take to get there:

·        What data would we need to support this angle? Do we already have it, or would we need to commission a survey or internal analysis?

·        Do we have a compelling case study that brings the issue to life, or do we need to go find one?

·        Are there in-house experts or spokespeople we can offer for interview?

·        Is the story aligned with wider media trends or hooks, such as awareness days, government announcements, or seasonal moments?

This approach not only sets a clear strategic direction but also strengthens internal buy-in. When stakeholders are involved from the outset – envisioning what success could look like – they’re more invested in shaping the inputs needed to get there.

The satisfaction of seeing it land.

Every communications professional knows the thrill of seeing their story land in the media – and that excitement is shared when stakeholders have played a role in shaping the pitch. When people feel ownership of the outcome, they’re far more likely to support similar efforts in the future.

That’s why the dream headline approach delivers on multiple levels: it gives the comms team greater strategic control, builds internal understanding of what makes a story media-worthy, and ensures resources are focused on ideas with the highest chance of success – win, win.

So the next time someone questions the value of PR, remind them: it’s not about chasing headlines – it’s about building them.Top of Form