Why Earned Media Is The Corporate Rainmakers Best Friend

When companies seek our communications advisory, there are a range of objectives that need to be met. Traditionally, companies value public relations as a way to expand, reaffirm and elevate their market presence. In some cases, a company may need to overcome incumbency bias to compete with brand names. In others, an established firm needs to reinforce its brand’s reputation or accelerate its growth goals.

While the needs vary, thought leadership content and earned media coverage are catalysts to achieving these objectives. To understand how this is possible, it’s best to start by defining thought leadership and earned media.

This article explains why earned media is crucial for C-suite communication.

Why Earned Media Is The Corporate Rainmakers Best Friend

When companies seek our communications advisory, there are a range of objectives that need to be met. Traditionally, companies value public relations as a way to expand, reaffirm and elevate their market presence. In some cases, a company may need to overcome incumbency bias to compete with brand names. In others, an established firm needs to reinforce its brand’s reputation or accelerate its growth goals.

While the needs vary, thought leadership content and earned media coverage are catalysts to achieving these objectives. To understand how this is possible, it’s best to start by defining thought leadership and earned media.

This article explains why earned media is crucial for C-suite communication.

The business world navigated a challenging environment in 2023 with inflationary pressures rising along with geopolitical risk. The net result was more market uncertainty as the unknowns outweighed the knowns. This left companies reevaluating their fundraising strategies, including when and whether to go public.

But one fact that we can state with certainty is that communications must be clear, concise and constant, no matter which path firms take. Transparency instills investor trust and confidence in maturing privately held and publicly traded companies. This is essential.

C-suite executives are the rainmakers of an organization. They can and should be key to external-facing initiatives.

If the C-suite is not involved in corporate communications, the company message will really be lackluster. The leader needs to give the company a real voice to connect with others—human to human. People trust other people, not entities. The executive team is best positioned to showcase their relatability and raise their eminence.