What is Earned Media Management?

October 3, 2019 Sarah Parker

Only half (49%) of comms professionals have data to understand if their content drove any results. Do you?


While marketing has long been able to track and measure the performance of paid and owned media, PR has fallen short on understanding impact of earned media— until now.

Earned Media Management (EMM) is a strategy that, when done right, gives PR pros the data and metrics to prove to stakeholders the direct business results from their work. Our latest ebook walks through what EMM is and what a successful strategy looks like.

Here at Cision we think about EMM via four tenets, and we break it down this way in the ebook:  

  • Target — Establish an influencer graph to profile your ideal audience and map out the influencers in that audience and content they create.

  • Engage — One-off press releases aren't going to cut it anymore. Know how influencers like to receive content and tailor your approach accordingly.

  • Measure — Go beyond media mentions and use actual data and technology to prove the real impact of earned media on the business.

  • Integrate — Bring together all the right people, processes and technology to have a truly integrated comms strategy.

Download your copy here, and let us know what you think about EMM (or just about anything else PR-related) on Twitter

About the Author

Sarah Parker

Sarah A. Parker is the Content Marketing Manager for Cision, planning, producing and curating content across channels. She previously managed content and social media for several different brands, in addition to working as a freelance writer. Find her on Twitter @SparkerWorks where she is happy to talk all things social media strategy, the dynamic world of PR, and mastiffs.

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