What is Earned Media?

Many clients ask us this when we talk to them about their earned media plan. The answer is simple - earned media is the single most effective method of spreading your group's message and raising its profile. It's the radio interviews your give, the op-eds you place, the press conferences you hold - even the blog entries that get syndicated. It's the entire range of communications strategy that doesn't rely on slick TV ads or expensive banner ad placements. The very fact that the media is covering your message gives it more credibility than any advertising budget can ever have. Earned media doesn't just happen. In fact it's the toughest of all forms of political communication. But without a solid earned media plan, your voice won't carry beyond the confines of your headquarters

Event & Press Conferences Media

Your group may spend tens of thousands of dollars on a single event, be it a press conference, seminiar or banquet. But the event's message will only be heard by those in the room unless you make sure the media is there to spread the word. The Hathaway Group can prepare press releases, call reporters, handle media check-in, prepare and distribute press packets, arrange on-site interviews, satisify reporter requirements and monitor the media to gauge the impact.

Representation

Every well known organization has a highly visible leader, and to stay visible these leaders needs their fair share of the limited earned media opportunities available.

Most groups try to stake out this territory themselves. The results are predictable, a limited number of interviews with outlets that don't reach your audience. Even worse, the conversation will often be what the host wants to talk about, not what you need to talk about.

Making The Hathaway Group part of your media strategy is the single most important thing you can do to get the air time you need. We'll sit down with you to learn your organization, its issues and strategies. Then we'll help develop a comprehensive message that helps your media appearances drive all your other programs, legislative, fundraising and membership.

Finally, we'll go to work - calling the reporters and show bookers to convince them that your message is something they need to talk about. When we've booked you that all important media time we'll handle all the details leaving you to do what you do best, talking about your issue.

Client Wins

(1/10/2006) - Free Congress Foundation chooses THG to manage event media for its "Conservative State of the Union" - Read More