There’s nothing quite like seeing your business seeing your business mentioned in a respected publication. Unlike advertising, where you pay to spin your own story, earned media gives others the opportunity to recognize your expertise.
But for businesses in regulated industries, an exaggerated claim, misleading quote or poorly worded statement can quickly lead to compliance chaos.
Fortunately, there’s no need to choose between getting noticed and staying compliant. You just need a smarter approach to media relations.
Why Earned Media Matters
Earned media includes news articles, interviews, expert quotes and other unpaid editorial coverage. Because the information comes from an independent source, it carries credibility that traditional advertising doesn’t always achieve.
For financial firms, law practices and cybersecurity companies, that credibility is worth its weight in gold.
Earned media can also introduce your business to new audiences, strengthen brand recognition and support your broader content marketing strategy. Of course, coverage isn’t guaranteed. Nor is the way a journalist will present your comments. That’s why preparation matters.
Find the Right Media Opportunities
Not every media opportunity is worth pursuing. A financial adviser might be perfectly qualified to discuss retirement planning, for instance, but less suited to commenting on cryptocurrency regulation.
Before pitching, ask yourself:
- Does this journalist cover topics relevant to our expertise?
- Can we offer useful insights beyond what’s already being reported?
- Can we support our statements with reliable evidence?
Study recent articles, identify unanswered questions and tailor your pitch accordingly. A well-researched, relevant contribution beats a generic press release every time.
Lean Into Your Expertise
Journalists want knowledgeable sources who can explain complicated subjects clearly. They don’t need another sales pitch.
Focus on providing perspective, context and actionable information rather than just promoting your services. For example, a cybersecurity company could explain common vulnerabilities businesses should address without claiming its solutions prevent every possible attack. Similarly, a financial adviser can discuss factors affecting retirement planning without promising investment returns.
The rule of thumb? Offer expertise you can substantiate, not outcomes you can’t guarantee.
Prepare Your Spokespeople
Even experienced professionals can get carried away when discussing something they’re passionate about. Before an interview, establish a few key talking points, identify sensitive subjects and review statements that could raise compliance concerns.
Encourage spokespeople to:
- Stick to verifiable facts and their actual areas of expertise.
- Avoid superlatives like “best,” “safest” or “guaranteed.”
- Distinguish personal opinions from established facts.
- Avoid disclosing confidential client information or nonpublic information.
A little practice goes a long way. Mock interviews can help spokespeople answer difficult questions without sounding evasive or overly rehearsed.
Review Quotes When Possible
Journalists generally control their own editorial content. You can ask to verify technical details or review your quotes for accuracy, but don’t assume a reporter will give you a chance to read the article before publication.
Instead, establish an internal review process before anyone speaks to the press. Have compliance or legal teams review prepared statements, supporting data and potentially sensitive talking points.
If a published quote contains a material factual error, contact the journalist promptly and politely request a correction.
Reuse Earned Media (Without Creating New Compliance Risks)
Once an article is published, it’s tempting to share it everywhere. And you should celebrate positive coverage! Just remember that republishing or promoting third-party content can create additional obligations.
For example, financial firms should consider whether highlighting favorable coverage constitutes an endorsement or testimonial under the SEC Marketing Rule, depending on the content and how it’s used. Then there are law firms, which must also consider applicable attorney advertising rules, including ABA Model Rule 7.1, which prohibits false or misleading communications.
Before reusing coverage, review the context, verify any claims, obtain necessary permissions and follow applicable disclosure requirements. A journalist’s praise doesn’t automatically become a compliant marketing claim simply because someone else said it first.
Make Earned Media Work for Your Business!
Earned media can be a valuable part of your marketing strategy, but the best coverage always comes from offering genuine expertise, not making the biggest promises.
At Mischa Communications, we understand the challenges of building visibility in regulated industries. If you’re looking for a media strategy that gets you noticed without putting your reputation at risk, we’re ready to get started!
