Media Coverage & Digital Public Relations: Get Media Placements

There are many types of media coverage. They are divided into four effective approaches:

• • Owned Media

Owned media includes all self-curated and published content and channels that a company fully controls, such as its website, blogs, email newsletters, webinars, and social profiles. It allows complete power over topic sentiment, timing, and positioning message. While reach is usually limited at first, owned media compounds in value over time through successful SEO/GEO, audience reach growth, and sales enablement. It is foundational for long B2B buying cycles where you want to demonstrate your thought leadership and build authority.

• • Earned Media

refers to exposure gained through third parties without direct payment, such as press coverage, technology analyst mentions, reviews, or podcast interviews. It carries high credibility because an independent source validates the message. However, companies have limited control over how they are portrayed or whether coverage appears at all. Earned media is compelling for trust-building and reputation.

• • Shared Media

Shared media sits between owned and earned media and includes content that is co-created or distributed by partners, influencers, experts, or communities. Control is shared between the B2B brand and external voices, but credibility is higher than owned or paid media alone. It is particularly effective in B2B for thought leadership, peer validation, and LinkedIn-based influence. Shared media often amplifies owned content through trusted networks, such as eBooks and white papers promoted by an external expert.

• • Paid Media 

Paid media includes any distribution or placement a company pays for, such as digital advertising, sponsored content, paid social, or media sponsorships. It provides predictable reach and strong targeting capabilities, especially for account-based marketing and demand capture. While messaging control is high, credibility is generally lower than earned or shared media. Paid media works best when amplifying proven messages rather than creating trust from scratch.

Digital public relations (digital PR) covers a set of distinct but interconnected roles that go well beyond traditional media pitching. Let us break down the key roles of digital PR, with practical explanations of what each does today.

• • Brand & Reputation Management

Shape how the organization is perceived online. Digital PR monitors and influences brand narratives across news sites, search results, social platforms, review sites, and communities. It includes managing executive visibility, responding to issues, and ensuring consistent messaging across channels. In B2B, this role is critical for buyer trust, partnerships, and investor confidence.

• • Visibility Through Earned Media

Secure credible third-party mentions, citations, and exposure. This includes online media coverage, trade publications, podcasts, analyst mentions, and newsletters. The goal is not volume, but relevance and authority within specific industries or buyer segments. Digital PR focuses on stories, data, and expert commentary that travel well online and are easily shared. This can be part of a GEO strategy to establish higher brand visibility.

• • Establish Thought Leadership and Executive Positionin

Position leaders as trusted experts. Digital PR helps executives and subject-matter experts publish bylined articles, appear on podcasts, speak at virtual events, and participate in industry conversations. It builds long-term authority and trust rather than short-term promotion. For B2B organizations, this often directly supports product/service credibility and deal velocity.

• • Building Website Authority 

Improve search visibility and domain authority. Modern digital PR improves SEO through high-quality backlinks, brand mentions, and authoritative citations from trusted sites. This role aligns PR with search performance by prioritizing relevance, quality, and long-tail visibility over generic press hits. Thus, agencies usually support an organic demand generation approach.

• • Content Amplification & Distribution 

Extend the reach of owned content. Digital PR ensures that original content—research, insights, announcements, and viewpoints—reaches the right audiences through media, influencers, communities, and social channels. It bridges owned media and external distribution. This role maximizes ROI from existing content.

• • Influencer & Expert Relations 

Build relationships with trusted third-party voices. Unlike consumer influencer marketing, B2B digital PR focuses on analysts, practitioners, creators, and industry experts. The role involves identifying credible voices, co-creating content, and encouraging authentic sharing. This strengthens shared media and peer-level trust.

• • Community & Conversation Engagement 

Participate in and guide relevant industry discussions. Digital public relations supports engagement in LinkedIn discussions, Slack groups, forums, and virtual communities. It helps brands listen, respond, and add value rather than broadcast messages. This role is increasingly important for professionals and niche B2B audiences.

• • Measurement, Insights & Optimization 

Connect PR activity to business outcomes. Agencies measure performance using metrics such as share of voice, backlinks, engagement, referral traffic, search lift, and qualitative sentiment. It provides insights that inform marketing, content, and leadership strategies. This role ensures PR contributes to revenue and growth conversations, not just awareness.

It is important to map how organizations actually use PR across long, multi-touch buying journeys—not just at the top of the funnel.

Media coverage can seem glamorous and appealing, but there are risks involved. When you feed your news and topics to the media, you may find that some of the crucial information you submit appears out of context, upside down, or having vanished completely. You may encounter a backslash with a prominent influencer or a journalist. This may happen because the content is written poorly, or because your targeted media contacts have no interest in your topic. For these reasons, consider hiring a public relations expert/agency capable of developing media relations on your behalf.

Thus, it is critical that your efforts involve the following considerations:

• • Newsworthiness & Relevance 

Why should this matter to their audience right now?

• • Target Media Fit 

Is this the right outlet, influencer, and journalist?

• • Credibility & Proof 

Can this claim be well-reviewed, trusted, and verified?

• • Message Clarity & Simplicity 

Can this be understood quickly and accurately?

• • Timing & Context 

Is this the right moment for this story?

• • Relationship & Trust Building  

Do journalists/analysts/influencers see you as a reliable source?

• • Spokesperson Readiness 

Are your experts prepared and credible?

• • Supporting Assets and Resources 

Can external voices easily tell this story? 

• • Long-Term Value vs. Short-Term Hits 

Does this media coverage support your strategic goals?

• • Measurement and Future Improvements 

What did this coverage actually achieve?

You must be attuned to the media and understand how journalists, bloggers, and editors function. News items or industry articles should be pitched with an effective angle, or “spin.” This means finding a creative way to present a subject that you wish to promote.

By tying a media placement to a current buzz topic, you make your story more relevant and increase the likelihood that your content will be picked up. Furthermore, industry articles are more likely to be published if they offer a new or unique perspective on a topic.

Beyond having the appropriate “spin” on a topic, it is advised to send material out to editors in a format and style that fits their publication. In this regard, the writing format can make or break a media placement.