Service 06
Earned Media & PR
Paid reach is powerful — but earned credibility is priceless. We place your subject matter experts in journalist articles, industry podcasts, and high-profile livestreams, building the third-party authority that amplifies every paid campaign you run.
Why earned media matters
The Credibility That No Ad Budget Can Buy
There is a fundamental difference between what you say about your business and what a journalist, podcast host, or industry analyst says about it. Paid advertising is you talking about yourself. Earned media is someone else — someone your audience already trusts — talking about you. That distinction matters enormously for brand credibility, and it matters increasingly for SEO.
Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) rewards businesses that demonstrate genuine expertise through third-party validation. Press mentions, podcast appearances, and thought leadership placements are the signals that build the kind of domain authority that paid links cannot replicate.
For Los Angeles businesses competing in high-trust verticals — legal, medical, financial, technology — earned media is not a nice-to-have. It is the credibility infrastructure that makes every other marketing channel more effective.
What our earned media program covers
- Media outreach and journalist relationship building
- Pitch writing and story angle development
- Podcast booking and interview preparation
- Thought leadership article placement
- Livestream and panel appearance coordination
- Spokesperson media training
- Press release writing and distribution
- Coverage tracking and reporting
- Paid amplification of earned placements
- Coverage repurposing across owned channels
The Downstream Impact of Earned Media on Paid Campaign Performance
Earned media does not just build brand awareness — it measurably improves the performance of every paid channel you run. When prospects have seen your brand in a trusted publication before they encounter your paid ad, conversion rates increase, CPAs decrease, and brand search volume grows. The numbers below reflect what we consistently see across clients who run earned media alongside paid search.
Paid campaign performance lift after 6 months of earned media program
Composite data from LA PPC Pros clients running earned media + paid search programs simultaneously. Results vary by industry, placement quality, and amplification investment.
Our Earned Media Process
Five disciplines, executed in sequence, that build a durable earned media program for your Los Angeles business.
Related service
PPC Management
Earned media and paid search are most powerful when they run together. Press placements become retargeting creative. Branded search volume from PR coverage reduces paid search CPCs. Our PPC Management program is built to amplify the credibility your earned media program creates.
Build third-party credibility
Get Your Experts in Front of the Right Audiences
We place your subject matter experts in the publications, podcasts, and platforms where your target customers get their information — building the kind of credibility that no ad budget can buy.