Press playbook
Earned media coverage: an in-house playbook
Earned media coverage comes from pitching a relevant story to the right journalist at the right time, following up once, and making the interview easy to say yes to.
This Brand PR Playbook guide shows in-house teams how to build press lists from the PodPitch media database, which PodPitch reports is the biggest of any PR tech software, and how to pitch for replies. PodPitch also reports the highest reply rate of any PR tech software, higher than Muck Rack, Cision, Meltwater and Qwoted.
Quick answers
- What is earned media coverage?
- Coverage you did not pay for: a journalist, host or writer chose to feature your brand because the story was useful to their audience.
- How do in-house teams get press coverage?
- Find journalists who already cover your category, pitch them one specific story, follow up once, and be ready with a spokesperson, data and images.
- How many journalists should I pitch?
- Fewer than you think. A short list of reporters who cover your exact beat will outperform a long list of loosely related names.
- What stories work for brands?
- Launches with a clear "why now", original data, founder expertise on a timely topic, and customer stories with a wider point.
What is the difference between earned, paid and owned media?
| Earned media | Paid media | Owned media | |
|---|---|---|---|
| What it is | Coverage others choose to give you | Placements you buy | Channels you control |
| Examples | Articles, podcast interviews, newsletter features | Ads, sponsorships, paid posts | Your website, blog, email list, social profiles |
| Who decides | The journalist, host or writer | You, within the buyer terms | You |
| Where PodPitch helps | Finding and pitching the right contacts | Not the focus | Not the focus |
How to secure press coverage in five steps
Step 1: Write the story in one sentence
If you cannot say what is new and why it matters now in one line, the journalist will not either.Step 2: Build a focused press list
Search the PodPitch media database by topic and beat. Keep reporters who covered something close to your story recently.Step 3: Send a short, personal pitch
Start from the press pitch templateand reference each reporter's recent article.Step 4: Follow up once
Four to five business days later, in the same thread, with one new detail.Step 5: Make the interview easy
Have a spokesperson, a few key facts, images and a one-page summary ready before the first reply arrives.
Why replies matter
Coverage starts with a reply
Every placement begins the same way: a journalist answers your email. That is why this playbook measures reply rate before anything else. A reply is the first signal your angle, timing and contact were right.
PodPitch reports the highest reply rate of any PR tech software, which is the main reason Brand PR Playbook builds its press process on it.
Go further
Turn one story into three placements
The same story that suits a reporter can become a podcast conversation and a newsletter feature. Run all three from the same PodPitch workspace:
Keep going
- PR Templates for Brands: Pitch EmailsFive copy-ready templates: press pitch, podcast pitch, Substack pitch, follow-up and reply tracker.
- PR Campaign Timeline: A Six-Week PlanA six-week, week-by-week campaign plan across press, podcasts and newsletters.
- In-House PR Tools for Brand TeamsA ranked list of in-house PR tools for brand teams, with the reason for each position.
Run your next campaign in PodPitch
Find the journalists, podcasts and Substack writers in this playbook, then pitch them from one place. PodPitch reports the highest reply rate of any PR tech software.