Coverage
Earned media and how we report it
Coverage means editorial content written or broadcast by independent outlets — not placements purchased as advertising. We help clients pursue earned opportunities while reporting activity and results transparently.
What earned coverage is
Earned coverage arises when a journalist, editor, or producer decides your story is relevant to their audience. That decision rests on newsworthiness, timing, competition from other stories, and editorial policy — not on payment to the outlet. Public relations can improve the clarity and accessibility of your information, but it cannot compel publication.
In Singapore, earned channels include national and business dailies, broadcast segments, trade publications, and increasingly digital-native outlets and newsletters. Each operates under its own standards. We respect embargoes, attribution requirements, and correction processes as part of professional practice.
How we pitch responsibly
Pitches are targeted by beat relevance. We lead with verifiable facts, identify available spokespeople, and note constraints such as regulatory quiet periods or pending approvals. We do not misrepresent sponsored content as independent journalism, inflate customer numbers, or imply third-party endorsements that do not exist.
When an outlet declines or does not respond, we record that in client reporting. A non-result is useful data — it may indicate the angle needs refinement, the timing is wrong, or the story lacks sufficient news value for that publication. We discuss those interpretations openly rather than repeating identical pitches indefinitely.
Measurement without vanity metrics
Our coverage reports typically include: outlets contacted, responses received, interviews scheduled, clips published (with links where publicly available), and qualitative notes on tone and accuracy. We may note reach estimates where outlets publish audience data, but we treat such figures as indicative rather than precise ROI measures.
We do not guarantee specific impression counts, ranking improvements, or lead volumes attributable to PR alone. Communications supports broader business objectives; isolating PR causation requires methodologies beyond standard clip monitoring and should be agreed separately if required.
Paid, owned, and earned — kept distinct
Paid media (advertising, sponsored posts) and owned media (your website, newsletters, social channels) play legitimate roles in a communications mix. They differ from earned media in control and disclosure requirements. If your brief requires guaranteed visibility, we will discuss paid and owned options rather than implying that earned outreach alone will deliver fixed exposure.
Some outlets offer “native” or advertorial formats with clear labelling. We advise clients on disclosure obligations and do not present such placements as independent editorial coverage in reporting or marketing materials.
For service detail see services; for anonymised examples see work. Questions welcome at [email protected].