In America publications talk about cool projects for free.
In my country they always want money. No such thing as earned media.

How do we get around this?

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Get your project talked about in America enough that the publications in your country would want to talk about it for free?


Pay-for-play is a big issue in a lot of countries. There are a few options: make personal connections / relationships with journalists and editors... You don’t need to pay bribes, but keeping them on PR lists, sending them swag, remembering them around holidays, etc... can go a long ways towards getting your story printed. Another option is to make sure it’s REALLY newsworthy. Something that people are talking about that they NEED to write about, or else their outlet will seem like it’s not up-to-date. You can use KOLs/buzzers/influencers or whatever works best in your region to help start the conversation. Once everyone is talking about it, media will cover it too. And another option: find a lazy writer with a quota to fill and write your press releases as articles and hope that they just copy-paste-publish.


Lots of companies in the US pay for PR.


Truth. I worked on Netflix and they LOVE to brag that they don’t pay for PR and that it’s all earned media. ...what they leave out is the TENS OF THOUSANDS OF DOLLARS they spend to pay KOLs to engage with / talk about / promote the campaign (plus all of the money spent on launch assets, activations, PR kits, etc...) that basically create fake virality and then, when they get media coverage about their marketing stunt, they called it “earned media.” Is it though, Netflix? Is it???

What country do you live in?

You might consider reaching out to peers at Edelman Vietnam (and any other agencies who might have offices in country) for in person to virtual coffee and informal networking. The PR side might have some ideas for you (or might challenge your existing perceptions) that would be applicable for the market.


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