From the course: Marketing Strategy for Designers

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Earned media and PR

Earned media and PR

From the course: Marketing Strategy for Designers

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Earned media and PR

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- [Instructor] Public relations, or PR, is the act of affecting public perception about a brand or person by working to build a consistently positive reputation about that brand or person. The number-one tactic PR professionals rely on is earned media, which is essentially free publicity for the brand or person being promoted. Earned media is unsolicited and may come in forms of online testimonials, influencer mentions, editorials, and more. PR professionals work to get the brands or people that they represent mentioned in reputable news outlets by publishing newsworthy press releases and pitching unique stories to reporters. This often creates a domino effect of online and offline chatter about a brand, giving way to free mentions by those who may choose to contribute to the conversation. PR professionals measure their success through things like the traffic their earned media drives to a brand's website or the…

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