You can spend a lot of time on the phone calling and pitching to the press on stories you want them to cover. But news coverage is a two-way street. Reporters are just as likely to call you about something they’re working on. So what do you do when the phone rings?

Earned media can be extremely powerful as it is perceived as third party validation for your business. So how can you get this working for you? Here are a few techniques to get you started.