Why you should focus on small gains, not glory

In the world of earned media, often what a client wants isn’t what they necessarily need.

The New York Times may sound impressive but what if your client’s target audiences can be found reading vertical-specific trades or watching local TV shows? Sure, Garden Center Magazine doesn’t quite have the same cachet as Vogue but if you’re selling to horticulturalists in Ohio, there’s no better place to be.

Should we be selling sensible?

It’s often at the start of a relationship that a client introduces what we might euphemistically call “ego metrics” into the conversation. And why wouldn’t they? They’re human and they’re paying—plus it’s an instinctive measure of success. If I’m being honest, I know where I’d rather be.

But it’s time PR pros were more confident and upfront about our serious role as a business-builder and not an ego-fluffer. The onus is on us as experts in the field of earned media to both educate our clients and deliver , insight-driven outcomes that positively impact the bottom line.