The document debunks common myths about earning media coverage through organic press. It discusses three main myths: 1) You have to pay for press by doing sponsored posts or advertorials, but paying does not guarantee interest from editors or readers. 2) You have to rely on editors doing your brand a favor through coverage, but editors are actually looking for helpful story ideas. 3) You need personal connections and know the right people, but a compelling story can still get coverage, as proven by a writer who broke in at a young age. The document encourages offering value to editors through story ideas rather than expecting favors.

1. 1
Paying for PR—and Other Myths of
Pitching the Media
Matt Siegel
m a t t @ m a t t s i e g e l m e d i a . c o m
w w w. m a t t s i e g e l m e d i a . c o m
SPARK
2016

2. 2
L e t ’s t a l k a b o u t :
Earned Media Myths
D e b u n k i n g f a l s e b e l i e f s
a b o u t o r g a n i c p r e s s
Earning media isn’t about waiting for
influencers to discover you in your own
habitat; it’s about the strategy of reaching
out and making connections.
SPARK
2016

3. 3
Wa r m - u p M y t h :
90% of editors wear
vintage glasses.
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2016

4. 4
Ok. That myth is true.
Wa r m - u p M y t h :
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2016

5. 5
You have to pay for
press.
The belief: advertorials and sponsored posts are your only
hope, your money is greener than your content, and you
have to pay (see also: bribe) your way into the game.
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2016
M y t h # 1 :

6. 6
You don’t—and
probably shouldn’t.
Money can buy exposure, but it can’t buy interest. And if
you haven’t captured the interest of editors, you’re not
going to capture the interest of readers—not unless you
plan on paying them too. The best results come from
valuable content, not expensive content.
SPARK
2016

7. 7
You have to rely on the
kindness of strangers.
The belief: covering your brand is akin to charity work, so
you have to find some young and benevolent editor willing
to take a risk by writing about you.
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2016
M y t h # 2 :

8. 8
Nope. It’s the other
way around.
Editors go to sleep at night worrying where their next story
will come from; if you can help remedy that, your content
becomes an asset rather than a liability. It’s all a circle, just
like in The Lion King. Stop worrying about bothering
editors—and start offering them free meal tickets.
SPARK
2016

9. 9
You have to know the
right people.
The belief: the media runs on personal connections and
secret handshakes. If you don’t have name recognition,
you might as well go home.
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2016
M y t h # 3 :

10. 10
No, though it helps to
say hello.
Cameron Crowe started writing for Rolling Stone when he
was sixteen. If you’re in this room, you have more clout
than he did. But who couldn’t use a little more?
SPARK
2016

11. 11
Other people’s PR
teams.
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2016
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12. 12
TrackMaven-ing
publications.
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13. 13
Editorial calendars.
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14. 14
Questions?
matt@mattsie gelmedia.com
www.mattsie gelmedia.com
SPARK
2016