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Includes criteria for selecting local TV, radio, and relevant reporters, plus methods for finding contact information and organizing contacts in a spreadsheet.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/benefits-outreach-via-social-and-earned-media-lessons-from-a-pilot-campaign/253132/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/benefits-outreach-via-social-and-earned-media-lessons-from-a-pilot-campaign/253132.png","ImageObject",442,249,{"name":42,"@type":43},"Asher","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-31","2026-09-13",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",12,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"What is earned media and how does it differ from paid media?","Question",{"text":63,"@type":64},"Earned media is media coverage secured through direct outreach to reporters or producers. 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It should persuade them that the topic is newsworthy and relevant to their audience.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},253132,1791726709,{"code":4,"msg":82,"data":83},"success",[84,88,92,97,102,107,112,117,122],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":86,"slug":87},11,90,"presentations",{"id":55,"doc_module":22,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Resumes",80,"resumes",{"id":93,"doc_module":22,"doc_module_name":25,"category_name":94,"show_sort_weight":95,"slug":96},14,"Invoices",70,"invoices",{"id":98,"doc_module":22,"doc_module_name":25,"category_name":99,"show_sort_weight":100,"slug":101},15,"Posters",60,"posters",{"id":103,"doc_module":22,"doc_module_name":25,"category_name":104,"show_sort_weight":105,"slug":106},16,"Social Media",50,"social-media",{"id":108,"doc_module":22,"doc_module_name":25,"category_name":109,"show_sort_weight":110,"slug":111},17,"Forms",40,"forms",{"id":113,"doc_module":22,"doc_module_name":25,"category_name":114,"show_sort_weight":115,"slug":116},18,"Letters",30,"letters",{"id":118,"doc_module":22,"doc_module_name":25,"category_name":119,"show_sort_weight":120,"slug":121},21,"Paper Templates",5,"papers-templates",{"id":123,"doc_module":22,"doc_module_name":25,"category_name":124,"show_sort_weight":4,"slug":125},158,"General","general-158",{"code":4,"msg":82,"data":127},{"doc_id":79,"user_id":128,"nickname":42,"user_avatar":129,"doc_module":22,"category_id":85,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":135,"language":136,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":12,"update_tm":140,"read_time":98},687197207639,"https://ap-avatar.wpscdn.com/davatar_a8503ba1806abce46bf441b54a3ca4cd","Benefits Outreach Via Social and Earned Media: Lessons from a Pilot Campaign  \n[Web:](Web: www.readytalk.com)[ ](Web: www.readytalk.com)[www.readytalk.com](Web: www.readytalk.com), passcode 4796976  \nPhone: 1-866-740-1260, passcode 4796976\\#  \n\n|  | June 22, 2017 |\n| --- | --- |\n\nImproving the lives of 10 million older adults by 2020  \nA Few Reminders…  \n􀂃 All lines are muted; please enter questions into chat  \n􀂃 Download today’s slides at:  \n[www.ncoa.org/ncboewebinars](www.ncoa.org/ncboewebinars)  \n► A recording will be available early next week  \nEarned Media  \nThe Basics  \nEarned Media  \nWhat is“earned” media?  \n✳ Earned media is any media coverage secured from direct outreach (“pitching”) to reporters or producers by you or a consultant.  \n✳ The opposite of“earned” media is paid media, i.e. paid advertising you see on TV or in the paper.  \nThe Basics  \nEarned Media  \nWhat you’ll need…  \n✳ Pitching reporters can be totally free…all you need is a bit of elbow grease and time!  \n✳ You can spend a lot of time or a little on media outreach; but the more time you’re able to spend researching the right media targets for your pitch,tailoring the pitch and making follow-up calls, the greater the likelihood that you’ll get traction.  \nApproach  \nEarned Media  \nSteps to Success  \n1) Determine Who to Target  \n2) Build a Media List  \n3) Craft a Pitch  \n4) Conduct Outreach  \n5) Follow-Up!  \nApproach  \nEarned Media  \nWho do you target?  \n✳ When it comes to the media,local television  \nand radio are the primary ways that older Americans get their news.  \n✳ You may wish to include local print and online  \noutlets (such as blogs) as secondary targets.  \n✳ Do a quick “media scan”using Google News.✳ Include all local radio and TV stations in your  \ntown/city, including major affiliates (i.e. ABC, CBS,NBC,FOX,and NPR).  \n✳ Focus on reportersand producers who cover consumer affairs,seniors,health or  \nlocal/community news.  \nApproach  \nEarned Media  \nBuilding a MediaList  \nFinding Contact Info  \n✳ Most stations and newspapers list their contact information on their website,including where to send press releases. If it’s not listed, call the station’s main line and ask for the Assignment Desk email,or where to send pitches. You can also ask the operator for extensions or email addresses for specific reporters/producers.  \nOrganizing Your Contacts  \n✳ Create a spreadsheet with names and contact information for each person. Include a notes column to track updates from your outreach and conversations.  \n\n| Sample Media List |\n| --- |\n| |\n|  |\n\nApproach  \nEarned Media  \nWhatisa“pitch,”anyway?  \n✳ A pitch is a short e-mail to a reporter or producer  \nasking them to cover your story or to have someone from your organization on their show.  \n✳ It is meant to persuade the reporter or producer  \nthat what you are contacting them about is newsworthy andwill be of interest to their audience.","cbCaiiN3eWl9wEAH","https://ap.wps.com/l/cbCaiiN3eWl9wEAH","pdf",1729807,43,"English","# Earned Media Overview\n## What Is Earned Media?\n## What You’ll Need\n# Steps to Success\n## Determine Who to Target\n## Build a Media List\n## Craft a Pitch\n## Conduct Outreach\n## Follow-Up!\n# Targeting and Contact Building\n## Who Do You Target?\n## Finding Contact Info\n## Organizing Your Contacts\n## Sample Media List\n# Pitch Fundamentals\n## What Is a Pitch, Anyway?","[{\"question\":\"What is earned media and how does it differ from paid media?\",\"answer\":\"Earned media is media coverage secured through direct outreach to reporters or producers. Paid media is advertising you see on TV or in the paper.\"},{\"question\":\"How do you build a successful media list for outreach?\",\"answer\":\"Create a spreadsheet of names and contact details for each reporter or producer. Use station and newspaper websites for contact info, or call to ask where to send press releases and pitches, then track updates in a notes column.\"},{\"question\":\"What makes an effective pitching email to reporters or producers?\",\"answer\":\"A pitch is a short email asking them to cover the story or feature someone from your organization. It should persuade them that the topic is newsworthy and relevant to their audience.\"}]","Benefits Outreach Via Social and Earned Media - Lessons from a Pilot Campaign | PDF",1789264381]