Earned media is attention you do not pay for directly: a journalist quoting your expertise, a podcast inviting you as a guest, a respected newsletter recommending your work or a partner introducing you to their clients. Because someone else has chosen to feature or recommend you, earned media carries a credibility that advertising rarely achieves.
For small businesses, earned media and partnerships are among the most effective ways to reach new audiences without loud self-promotion.
Be genuinely useful to others
Journalists, editors, podcast hosts and partners are looking for value: insight, expertise, good stories or services that benefit their own audience. Approach them with something useful rather than a request for publicity. Offer a clear perspective, practical advice or a relevant example.
Ask yourself what the other person needs and how you can help them succeed.
Start with smaller, relevant outlets
Large publications are difficult to reach and may not reach your ideal customers anyway. Niche newsletters, industry blogs, local media, trade associations and specialist podcasts often have smaller but highly relevant audiences. A mention in the right specialist publication can be more valuable than a brief appearance in a large one.
Prepare your expertise
Make it easy for others to understand what you can contribute. Prepare a short biography, a clear statement of your expertise, a list of topics you can discuss and examples of previous articles or talks. Keep a professional photograph available.
When opportunities arise, you can respond quickly and professionally.
Pitch briefly and specifically
When contacting a journalist or host, keep your message short. Explain why the topic matters to their audience, what insight you can provide and why you are qualified. Reference their previous work to show you understand their focus.
Generic mass pitches are usually ignored. Personal, relevant pitches have a much better chance.
Reference their previous work to show you understand their focus.
Build partnerships with complementary businesses
Partnerships work best between businesses that serve the same customers without competing directly. A web designer might partner with a copywriter, a wedding photographer with a florist, an accountant with a business lawyer. Partners can refer clients, collaborate on workshops, share content or create combined offers.
Start by referring clients to trusted partners yourself. Generosity often leads to reciprocal referrals.
Protect your reputation in partnerships
Your partners' behaviour reflects on you. Choose partners whose quality, reliability and values match your own. Agree clearly on expectations, referral arrangements and communication. Review partnerships periodically to ensure they still benefit both sides and their customers.
Make earned media work harder
When you receive coverage, share it thoughtfully on your website and with your audience. Thank the journalist or host and stay in touch. A single positive relationship can lead to repeated opportunities over many years.
Common mistakes
Businesses often pitch large outlets with generic messages, treat partnerships as one-sided requests for referrals or neglect relationships after a single collaboration. Others agree to partner with anyone, risking their reputation. Relevance, generosity and careful selection produce better results.
A sample pitch
A short pitch might read: "Hello Anna, I enjoyed your recent piece on small retailers and rising costs. I run a bookkeeping practice for independent shops and have seen three practical ways owners protect margins without raising prices. I would be happy to share examples for a future article or newsletter. Here are two short pieces I have written on the topic." It is brief, relevant, specific and useful.
An example in practice
A small interior design studio wanted more clients but disliked heavy advertising. The founder contacted a local property newsletter offering a short monthly column with practical advice for small homes. She also partnered with two estate agents, offering their clients a free consultation guide. The column built recognition, the agents referred clients regularly and enquiries grew steadily without paid campaigns.