"As media outlets increasingly rely on sponsored content, securing authentic earned coverage has become a growing challenge for PR teams. Paid placements may offer reach, but they can't replace the credibility and influence that come from genuine editorial storytelling. Today, PR professionals must find new ways to deliver distinctive value, whether through exclusivity, speed, insight or relationships. Below, the members of Forbes Communications Council share the strategies they recommend for earning meaningful media coverage in a pay-to-play landscape."
"Sponsored and owned content, which was once overlooked, can now be used to fuel creative pitches. By shaping authentic brand POVs into unique stories, data-driven insights or expert voices, PR teams can create fresh angles that resonate with journalists, turning owned assets into Tier 1 earned coverage while ensuring brand visibility and a consistent "one voice" message across multiple channels. - Svetlana Stavreva"
Media outlets' growing reliance on sponsored content reduces opportunities for authentic earned coverage, so PR teams must provide distinct, reporter-ready value. Build a reporter utility desk with verified data tables, rights-cleared photos and B-roll, on-record customers and a subject-matter expert with a fast response SLA to make reporting quicker and safer. Convert sponsored and owned assets into unique, data-driven story angles and authentic brand POVs to resonate with journalists and secure Tier 1 placements. Offer credible proof points such as customer results, partnership track records, exclusive research, and hard-to-reach executive access tied to the news cycle.
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