Post by Elita Fielder Adjei

Two announcements. Several earned media stories. One communications lesson. One of the biggest misconceptions about communications is that publishing the announcement is the finish line. It’s not. This week, I had the opportunity to support two exciting milestones across CBS Stations: • The launch of CBS News Atlanta at Noon, expanding our local news coverage and giving viewers another opportunity to stay informed throughout the day. • Welcoming Emmy Award-winning meteorologist Jennifer Stanonis home as Chief Meteorologist at CBS Sacramento, strengthening weather coverage in one of the nation’s most dynamic forecasting regions. The announcements mattered. But so did what happened next. Proud to see these stories resonate beyond our own channels, generating coverage across industry and regional media, including TVNewsCheck, TV Tech, Radio + Television Business Report, NewsBlues, The Sacramento Bee and The Buffalo News. Earned media isn’t about collecting clips. It’s about building credibility through trusted third-party voices, extending the life of a story, and helping the right audiences understand why it matters. That’s what I enjoy most about strategic communications. Behind every placement is thoughtful positioning, relationship building and a clear understanding of what makes a story newsworthy.