Choose earned outreach
Use it when a credible spokesperson can answer active journalist needs or when the brand has a genuinely newsworthy story.
Service transparency
Earned outreach and controlled placements are different services.
Compare editorial control, publisher payment, expected link attributes, delivery windows, guarantees and client inputs before selecting a campaign route.
| Method | Who controls publication? | Does payment reach the publisher? | Expected link attributes | Publication guaranteed? | Typical window | Replacement approach | Client inputs |
|---|---|---|---|---|---|---|---|
| Journalist-source outreach | Journalist or editor | No | Publisher controlled; followed, nofollow or no link | No | 2–12+ weeks | Only against written criteria; publication itself is not guaranteed | Verified expert bio, fast answers, examples and approved facts |
| Reactive expert commentary | Journalist or editor | No | Publisher controlled | No | Days to several months | Written quality and reporting criteria; no guaranteed outlet | Approved spokesperson, topic boundaries and fast review |
| Proactive digital PR | Journalist or editor | No for earned coverage | Publisher controlled | No | 4–16+ weeks | Campaign work and reporting are defined; coverage is not guaranteed | Newsworthy angle, evidence, assets and approved spokespeople |
| Contributed articles | Publisher or editor | Sometimes; disclosed where applicable | Publisher policy; paid arrangements should be sponsored or nofollow | Only after written acceptance | 3–10 weeks | Replacement depends on the written agreement and publisher terms | Original expertise, topic approval, destination page and disclosure acceptance |
| Paid or sponsored publisher opportunity | Publisher | Yes | Sponsored or nofollow under publisher policy | Only after written confirmation | 2–8 weeks | Objective delivery criteria and a stated replacement period | Approved budget, disclosure acceptance, content and target page |
| Existing-content placement, where offered | Site owner or editor | May reach publisher or partner | Sponsored or nofollow where the placement is paid | Only after written confirmation | 1–6 weeks | Written placement and removal terms | Relevant destination page, natural anchor guidance and disclosure acceptance |
Paid-link treatment: when a placement involves payment to a publisher, the acquisition method should be disclosed and the publisher should use the appropriate sponsored or nofollow treatment. We do not promise that a paid link will pass ranking signals.
How to choose
Match the route to the objective.
Choose contributed content
Use it when the brand has original expertise and needs more control over topic development than earned media provides.
Choose a commercial opportunity carefully
Use it only when the publisher is legitimate, the audience is relevant, the commercial relationship is transparent and link treatment is acceptable.
Choose the route before discussing volume.
Send your site, target pages and expert details. We will explain which method is credible, what the publisher controls and what the client must approve.