“Seismic shifts” and “dramatic cutbacks” are among the phrases recently associated with the media business. The most successful media companies are digital first and constantly tinkering with the business model to remain profitable. Legacy media companies are seeking alliances with digital natives as they strive to remain nimble and relevant.

The impact of both search and social on the success of the stories coming from companies, influencers and the media itself is best explained through the Edelman Media Cloverleaf construct and every strategy we created for earned media campaigns is based on this reality.

Earned storytelling (the aim is to connect directly to a societal nerve creating a conversation that both media and influencers want to join and extend) that is social by design is at the heart of Edelman’s approach.

’Earned’ storytelling also means skilled professionals continue to work with reporters, editors and producers to ensure our clients’ stories are worthy of coverage/inclusion. Best known as “media relations,” Edelman has some of the best specialists in the industry. 

Our approach to media relations combines experience with a much more data-based understanding of the audience. Through a combination of partnerships and research we understand what platforms and channels people use and why, how the devices they use are changing their consumption habits and the specific content needs of media so that we can create meaningful visual assets that support our stories and make them shareable. But we also nurture and value a hands-on approach to building actual relationships with media – allowing us to be less transactional and more focussed on appropriate co-creation.