“Earned media” is the campaign equivalent of public relations. Getting earned media simply means attracting the attention of reporters and journalists and getting your name or a story in the papers or news. The best ways to attract earned media is to create media opportunities within your campaign. This can be done through:
- Press releases – a one-page document distributed to local news outlets outlining whatever information you wish to impart.
- Press conferences – an event held specifically for the press, inviting them to cover information you’ll announce at the event, usually a candidacy announcement, a major platform initiative, a response to an opponent’s attack or a bomb-drop of negative information about your opponent.
- Campaign events – you can send political beat reporters your schedule and hope that they’ll cover things like town halls, meet & greets and the like.
- Attending community events – often times TV or radio news-folk will attend major community events and give you an opportunity to give a sound bite. They may or may not use it.
- Participating in civic organization events – things like debates or ‘meet the candidate’ events are often well-attended by the press.