Most agencies measure PR in placements. That’s the wrong metric.
What earned media is actually for
A press mention that reinforces your positioning is worth ten that don’t. What you’re buying with an earned-media programme isn’t coverage — it’s narrative compounding. The question isn’t “did TechCrunch write about us?” It’s “did TechCrunch write about us in a way that makes our next Series B deck easier to write?”
How to brief journalists
Journalists don’t want your announcement. They want a story that makes their editor nod. That means framing your news as a data point in a larger narrative they’re already tracking — not as an isolated company milestone.