New Rules for Earned Media in 2023


Even in the face of shrinking newsrooms and overworked journalists, some PR pros are landing more than their share of coverage.

Earned media is back in vogue with privacy changes obscuring the effectiveness of digital advertising and Google’s algorithm increasingly emphasizing media coverage. But many of the pitching “rules” your boss taught you when you were starting out don’t work anymore. Factors like the timing, length and tone of your email pitch now vary widely depending on whom you’re targeting. The only way for you to establish your new best practices is by seeing what’s working RIGHT NOW. That’s what you’ll learn from this intensely practical webinar from one of PRSA’s most popular and dynamic presenters.

In this PRSA Learning webinar, Michael Smart will divulge the lessons learned from hundreds of the most successful pitches from his coaching clients — across all industries — about how to appeal to today’s journalists and online influencers. But more importantly, Smart says, learn from the pitches that landed the top trade publications and blogs in their industries. That’s how you’ll develop specific expertise that makes you indispensable and allows you to command premium compensation and achieve the biggest influence for the causes most important to you.

By the end of this webinar, participants will be able to:

  • Identify the appropriate journalists and influencers to target for their earned media outreach.
  • Choose the appropriate length, voice and style for their email pitch.
  • Apply repeatable pitch formulas that lead to consistent success in their appropriate use cases.
  • Develop domain expertise and use that to increase their value to their employer or clients.
  • Master the reality of today’s media landscape so they can continue to evolve with it. 


Accreditation Information

Participants with the APR credential earn 0.5 CEUs for a webinar.




59 minutes


Media Relations, On-Demand, Webinar