By: Mary Shank Rockman

 

Lately, I have been receiving questions from a number of founders and marketing leaders asking whether MSR can “guarantee media coverage.”

 

This is a fair question for those unaware of what journalists expect from brands. But here is the truth every seasoned PR professional knows:

 

No one can guarantee authentic editorial coverage except for the journalists and editors themselves.

 

Only they can determine what stories will be told and published. Other forms of “guaranteed placements” are either paid, sponsored, or owned content. These can also be powerful tools when part of the overall marketing mix if budgets permit, but are not the same as authentic, earned media coverage.

Why Real Relationships Matter

After more than three decades leading client strategies, communications teams, and programs, one thing remains constant: relationships drive everything.

 

When PR teams truly understand a reporter’s beat, share compelling insights that add to their stories, and consistently offer trusted resources, opportunities emerge naturally. Those connections are built on integrity and value, not transactions, often leading to organic mentions, interviews, and expert commentary that money can’t buy.

 

A single, well-earned feature in a respected publication builds more credibility than dozens of paid placements because it’s been earned through trust, collaboration, and relevance.

The Power of Ethical, Organic Editorial Coverage

As both Nielsen and YouGov have cited, earned media has remained an influential and trusted form of publicity. As digital spaces become saturated with paid placements and algorithmic content, audiences will place even greater value on authentic editorial coverage that feels real and credible.

 

Brands that invest in authentic PR and real relationships enjoy measurable and lasting advantages. Below are just a few:

 

• Enduring credibility with customers, investors, and stakeholders.
• Consistent organic reach that keeps new audiences discovering your story.
• Improved SEO and authority from high-quality backlinks.
• Identified by Generative AI engines (GEO) and searches as credible resources.
• Emotional connection and advocacy that foster brand loyalty.
• Real business outcomes such as qualified leads, conversions, and growth.

A Better Way Forward

Looking to the future, “guaranteed hits” may fill a pipeline, but this type of content doesn’t build legacy. The brands that have lasting visibility are those that prioritize the integrity, credibility, and genuine relationships that lead to earned placements and organic mentions.

At MSR Communications, we’ve built our reputation by helping clients earn theirs through authentic storytelling and media relationships rooted in trust. We understand that true earned media is never transactional and is built on understanding a journalist’s audience, delivering value through meaningful insights, and avoiding self-serving narratives that read like ads.

The brands that invest in thoughtful storytelling today are the ones that will still be trusted and talked about tomorrow.