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“‘Earned media is one of the most cost effective ways to enhance your credibility. If you don’t have the budget to hire a PR firm, you can build your own media list by starting with the publications you know your audiences read. Using Excel or Google Sheets, compile the names, contact information, and topics covered by these publications’ editors and journalists. You can also set up a Google Alert on the topics your news will cover. Such alerts will give you an idea of the other publications and writers that your original list might be missing, as well as what stories are trending on the topic.
To build your relationship with these contacts, follow them on Twitter or LinkedIn, comment on their articles, and share them with your contacts.. Even if you’re not pitching stories to them, offer helpful information or sources they will want to interview. Such sources might include your clients. This is a great way to help your clients shine and earn media contacts’ goodwill.’ — Rowena Figueroa, Director Outreach and Partnerships at Hinge Marketing”
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