Let's get real for a hot second about that media relations strategy you're pouring hours into... it might be time to pull the plug!

Let's be honest:

• Your CEO's name in that industry magazine? crickets
• That press release you spent 3 weeks perfecting? Probably got 6 views
• Those media relationships you've been "nurturing"? The reporters changed jobs... again

Why Your Media Strategy is Like a Flip Phone

1. Journalists are jumping ship fast
2. Everyone and their dog is now an "independent creator"
3. Trust in media? According to Gallup, it's in the basement

The Cool Kids Are Chasing "Earned Attention" Instead

What's that? So glad you asked:

• It's about getting REAL PEOPLE to actually pay attention (shocking concept, I know)
• It measures stuff that matters (engagement, shares, comments), not "potential reach" (aka fantasy metrics that those corporate bros are still asking about)
• It works with your actual business goals instead of chasing vanity placements
• It lets AI handle the boring stuff while you do the strategic thinking (you know, the part they pay you for!)

Your Weekend Homework (Promise It's Fun!)

Next time you're about to hit send on that pitch email, PAUSE and ask yourself:

1. Who exactly am I trying to reach? (And be specific - "everyone" is not an answer)
2. Is this REALLY the best way to get their attention?
3. How will I know if they actually engaged? (Hint: "it appeared in the publication" is not engagement)
4. What do I expect to happen as a result? (Besides checking a box on your to-do list)

Can't answer these?

Time to pivot that energy into building relationships directly with your audience instead!

So you're ready to ditch the dying media relations approach, but what should you actually DO instead?

Here are some practical alternatives to focus your PR energy on:

1. Create Owned Media That Actually Gets Shared

Instead of begging journalists to cover you, become your own media outlet:

• Launch a focused newsletter that solves specific industry problems
• Start a podcast interviewing customers (not just executives!)
• Build a resource center with genuinely helpful content that people want to share

2. Partner With Relevant Creators & Communities

• Identify micro-influencers who already reach your exact audience
• Join and contribute value to online communities where your audience hangs out
• Co-create content with respected voices in your space (not just paying them to post)

3. Optimize for Attention Metrics That Matter

• Track engagement rate over impression counts
• Measure time spent with your content
• Monitor shares, comments, and actual conversations generated
• Connect content performance directly to business metrics like lead quality

4. Use AI Tools Strategically

• Let AI handle media monitoring and basic reporting
• Use tech to identify trending topics your audience actually cares about
• Automate pitch creation so you can focus on relationship building

5. Build Direct Relationships With Your Audience

• Create opportunities for two-way conversation
• Host virtual and in-person events focused on solving audience problems
• Develop ambassador programs with your most engaged community members

6. Be Genuinely Helpful Without Always Selling

• Produce research that your industry actually needs
• Create tools that make your audience's lives easier
• Share insights without forcing your product into the conversation

The best part?

These approaches generally cost less, deliver more measurable results, and build assets you actually own rather than temporary attention from media outlets that fewer people trust every day.

What's one step from this list you could implement this week?

Christina

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