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Earned Media & Public Relations. A Basic Primer by Kevin Igoe. PR is: “Doing good and getting credit for it.”. Why Earned Media is Important. It’s a shortcut to reach the voters or general public.

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Earned media public relations

Earned Media & Public Relations

A Basic Primer


Kevin Igoe

Pr is doing good and getting credit for it

PR is: “Doing good and getting credit for it.”

Why earned media is important
Why Earned Media is Important

  • It’s a shortcut to reach the voters or general public.

  • Lends credibility and believability to your candidate or cause that you can’t get through paid media.

  • It’s free.

Mechanics of media coverage
Mechanics of Media Coverage

  • Appoint 1 person to handle earned media.

  • Develop a reliable media list.

  • Write smart press releases.

  • Use advisories and photo releases.

  • Conduct effective press conferences.

How to attract favorable publicity
How to Attract Favorable Publicity

  • Always look for the media angle in everything you do.

  • Frame the issues.

  • Ride the “wave”.

Framing the issues
Framing the Issues

  • Anti-Union or Right to Work

  • Pro-Choice or Pro-Abortion

  • I’ll be tough on crime or I’ll work hard to protect families like they were my own

  • “Putting money back into the pockets of working families” or “cutting taxes”

Press release checklist
Press Release Checklist

  • Use them as part of overall campaign strategy and message.

  • Make sure it’s really news.

  • Keep it brief and understandable.

    • One page

    • Use short words, sentences and paragraphs.

  • Use inverted pyramid.

  • Always use the active voice.

  • Try not to sound opinionated. Be objective.

  • Include contact name and information at top.

  • Use end symbols like - 30 - or - ### -.

  • Never lie. Only use facts.

Inverted pyramid
Inverted Pyramid

Most important or pertinent information

2nd most important

Info of medium importance

2nd least important



Suggestions for earned media
Suggestions for Earned Media

  • Candidate announcement/kick-off event

  • Upcoming speeches/events/rallies

  • Deficiencies in opponent’s record

  • Endorsements by elected officials, well-known personalities or members of the opposite party

  • Public forums or town hall meetings on specific issues and/or in targeted areas.

  • When and where the candidate is going to vote on Election Day