“The greatest value of earned media isn’t the headline you receive — it’s the business opportunity you create.”

Most firms celebrate when they land a media interview or publish an article. But that’s only the beginning.

The real opportunity lies in treating earned media as part of a repeatable business development system — capturing expertise, transforming it into authoritative content, and leveraging that credibility in client conversations, proposals, AI search, and future opportunities.

In this article recently published in O’Dwyer’s PR News, John Hellerman and Ryan Evans, the extraordinary communications director at our client Jones Walker, explore how firms can stop chasing publicity and start building a sustainable competitive advantage through strategic earned media.

Read the full article here: https://www.odwyerpr.com/story/public/25146/2026-08-06/turning-insight-into-opportunity-using-earned-media-for-business-development.html.