Earned Media for Executives: Getting Featured
Earned media, bylines, expert quotes, podcasts and features, puts your name next to respected brands and builds authority a LinkedIn post cannot. Here is how executives earn coverage, and how it compounds the presence you build on LinkedIn.
Your own content builds authority with your audience; earned media borrows the credibility of established publications to reach new ones. The two reinforce each other.
Types of earned media
- Bylines. Opinion pieces you author for respected outlets.
- Expert quotes. Being cited as a source in journalists' articles.
- Podcasts. Guesting on shows your audience listens to.
- Features and awards. Being profiled or recognized.
How to earn it
- Have a point of view. Journalists and editors want a distinct angle, not a pitch. Your thought leadership is the raw material.
- Be a useful source. Respond fast, be quotable, and make the writer's job easy.
- Pitch bylines with an angle, not a promotion. Offer genuine insight their readers want.
- Build relationships with editors, podcasters and journalists over time.
Your content proves your authority. Earned media borrows someone else's to spread it further.
Why it compounds with LinkedIn
Every placement becomes content for your profile and posts, and your LinkedIn authority makes you a more attractive source and guest. Feature your coverage in your profile so visitors see the credibility immediately.
The honest part
Earned media is competitive and slower than posting. Leaders at large companies have a built in edge, so a consistent LinkedIn presence that demonstrates your point of view is what makes you worth featuring in the first place.
The bottom line
The point of view that earns media is exactly what we build in our thought leadership service.
What is earned media for executives?
Coverage you earn rather than pay for: bylines in respected publications, expert quotes in articles, podcast appearances, and features or awards. It borrows established credibility to build your authority.
How do executives get media coverage?
Lead with a distinct point of view, be a fast and quotable source, pitch bylines with a genuine angle rather than a promotion, and build relationships with editors, journalists and podcasters over time.
How does earned media work with LinkedIn?
They compound. Each placement becomes content for your profile and posts, while a strong LinkedIn presence makes you a more attractive source and guest. Feature coverage on your profile for instant credibility.
Is earned media hard to get?
It is competitive and slower than posting, and leaders at large companies have an edge. A consistent LinkedIn presence that demonstrates your point of view is what makes you worth featuring.
Build the authority media wants.
A clear, consistent point of view on LinkedIn that makes you worth quoting, featuring and hosting.
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