Will it entertain the audience?
Will it educate the audience?
Does it have emotion?
If you want earned media, you need to have a newsworthy story to tell via @MediaMaven_CN. Click to TweetWhen I started working with Heat Running, a fitness app, I knew I could earn the creators coverage because of the story behind it. It had all of my three E’s. That’s how I earned them coverage – not because of the app. It’s cool, don’t get me wrong, but so are thousands of other apps out there. The story behind the app is even better.So, you have the three E’s… but let’s focus on that last one. Making something newsworthy also means having a “real person” to interview. Arya, one of the creators, is that “real person” the Today Show was interested in.Here’s another example. An owner of a jewelry store in Boca Raton, where customers can come in and make their own jewelry, wants media attention for her business. After talking to her to find a story, we found one: Moms were coming in to make their own jewelry for fun, but some turned it into their own at-home business and became entrepreneurs. It all started at this store, so obviously the store would be mentioned and hopefully the owner would be interviewed, but the story wouldn’t be about the jewelry store or the owner. It’d be about that “real person.” That “real person” is usually where the emotional aspect comes into the story… and it is much needed!I earned Heat Running coverage on the ABC station in their local market of Washington DC. I also earned them coverage in Men’s Fitness, Women’s Running, the Washington Post, the Chicago Tribune, and others… all in three months.From those media hits, came others – like Today. I also put the creators in touch with an interested writer at Runner’s World, so expect to see something there soon. Getting in this magazine was another big goal of my client, so it feels great to make it happen… even if it’s seven months after I originally pitched them. (Yes, PR takes time.)If you want more industry tips like this to earn your business or brand publicity, I will teach you how to Master your PR. It’s an online course jam packed with just about everything you need to know to get media exposure.