Importance of earned media to a marketing strategy

After our Top Ten ‘Go-to-Market’ Mistakes Made by Federal Contractors (click to watch webinar and download slides) webinar, we received a number of follow-up questions from viewers. 

Q: How important is earned media to a marketing strategy? And, how can you get good media coverage in the government market?

A (Kevin Young):  As you and I know, budgets are tight, ROI is critical, and earned (free) media plays a key role in the marketing-communications program mix. Print editors and broadcast producers all want pitches and stories that stand above the crowd, cut through all the noise, and provide value to their readers, viewers, and listeners.

Here’s a snapshot of potential DC-market venues for your next call.

Tier 1 Traditional/Social Media
1105 Government Information Group: Defense Systems, Federal Computer Week, Federal Daily, Government Computer News, Washington Technology ( News Radio ( Times ( Executive Magazine ( Business Journal (

WBJ FedBiz Daily ( /fedbiz_daily)

Washington Post (

Washington Post Capital Business (


Tier 2 Traditional/Social Media
FedInsider ( ( Security News  ( Government ( Industry Groups (

Potomac Tech Wire (

Set-Aside Alert (

Virginia Business Magazine (

Washington Examiner (

Washington Times (


Tier 3 Traditional/Social Media
AIA Daily Lead ( Wire ( Communicator ( ( Managers Daily Report (

FederalSoup (

FedWeek (

GovFresh (

GovLoop (

NewsChannel 8 (

WCBS-DC Radio (

WTOP Radio (

For some Go-to-Market context, here’s Kevin’s Washington Technology article on 10 Ways Marketing Drives Your Company’s Success (click to read more).


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Lohfeld Consulting