Episode Details

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Chief Executive Officer, Founder & President of Pace Public Relations, Annie Pace Scranton. Annie started the conversation by acknowledging the rapid changes in the media landscape, with traditional media outlets facing layoffs and closures. Despite these challenges, she emphasized that earned media will always hold weight and credibility, making it more meaningful than any ad or marketing campaign. Annie highlighted the importance of earned media for different types of clients. For companies seeking funding, being featured in respected publications or news programs can enhance their credibility and increase their chances of securing investments. For smaller clients looking to expand their customer base, digital placements in high-traffic websites can drive traffic to their websites and result in conversions. Beyond immediate visibility, Annie explained the long-term benefits of earned media, such as its impact on search engine optimization (SEO). Being quoted or mentioned in high domain authority websites can improve a company's reputation and attract prospective customers. However, she quickly pointed out that securing earned media is not a guarantee of overnight success. It requires additional efforts to maximize the visibility and impact of the media placement. This can include investing in SEO, creating a content calendar for social media, featuring the clip prominently on the company's website, and promoting it to the customer base through newsletters. Annie also discussed her book, "The Guide to Earned Media: How to Use PR Strategies to Enhance Your Brand." She explained that the book primarily targets students and PR communications professionals. Still, there is also a growing need for mid-level executives who may not have a dedicated PR professional or external agency. These individuals can benefit from learning PR skills to advance their careers and benefit their companies.

Key Points from the Episode:

• Importance and value of earned media
• Benefits of earned media for different types of clients
• Long-term benefits of earned media, including impact on SEO
• Additional efforts required to maximize the visibility and impact of media placements
• Case study of working with Andrew Yang and the Forward Party
• Discussion of Annie Scranton's book, "The Guide to Earned Media"
• Ongoing process of securing media placements
• Insights into pitching the media and working effectively with journalists and producers

About Annie Pace Scranton:

Annie Pace Scranton is a prominent figure in the world of public relations, renowned for her role as the founder and President of Pace Public Relations, a distinguished global PR firm headquartered in New York City, NY. Scranton has established herself as a leading force in the industry with a track record of serving notable clients such as Away, Inc., Fast Company, and NewsNation. Her unwavering commitment to helping PR professionals secure meaningful placements for their companies is evident through her extensive contributions. Scranton's influence extends beyond her firm, as she frequently imparts her expertise at industry events, including Digital Summit, Silicon Slopes, Elevate, INBOUND, and Adweek. Furthermore, she plays a crucial role in shaping the next generation of PR practitioners as an adjunct professor at New York University (NYU). Annie Pace Scranton's remarkable career is marked by her dedication to elevating the field of public relations and mentoring future