From Expertise to Earned Media: How Orkin Entomologists Show the Value of a Strong PR Partner

One of the best parts of our job at Jackson Spalding is playing matchmaker — connecting experts with something valuable to say and journalists looking for the right source to bring their story to life. It’s the foundation of a strong earned media strategy. 

We’ve spent more than a decade helping Orkin entomologists consistently show up as what they are: some of the most trusted, experienced professionals in their field. Our role as a PR agency is to help them share what they know in a way that’s clear, relevant, and genuinely useful to readers. 

Turning Expertise into Media Gold: A Southern Living Story 

That’s what happened recently when Orkin entomologist Ian Williams was featured in Southern Living. The piece, “7 Things That Are Secretly Attracting Pests to Your Home,” gave readers more than just a checklist — it gave them practical knowledge backed by science and experience. 

Instead of just listing facts about termites or mosquitoes, Ian explained the “why” behind common problems. For example, leaky pipes? They’re not just a plumbing issue. They’re a welcome mat for pests like drain flies and termites. 

By translating complex entomological knowledge into helpful, everyday insights, Ian offered insight and advice that readers could act on immediately. In doing so, he reinforced Orkin’s reputation as the Best in Pests. 

Why a Strong Earned Media Strategy Matters More Than Ever 

That’s the magic of earned media. It builds trust, credibility, and authority — especially when the message is informative, actionable, and well-timed. 

But the best media placements don’t just happen. They start with three things: 

1. An expert who’s passionate about their work.
2. A story that solves a real-world problem.
3. A communications partner who knows how to frame that story for the audience who needs it. 

It’s this alignment — expertise, relevance, and strategic framing — that turns a simple interview into a powerful brand moment.  

How Jackson Spalding Helps Experts Become Go-To Media Sources 

So far this year at Jackson Spalding, we’ve facilitated over 70 media interviews for Orkin, with plans to complete up to 150 by the end of the year. We help clients think like a journalist, speak like a neighbor, and share insights that matter. 

Want to Be Featured in the Media? Start Here.  

If your company wants to build a purposeful earned media strategy and become a trusted source for the press, here’s where to start: 

• Focus on what you know best—and why it matters. Use your deep knowledge to illuminate a timely or overlooked issue.
• Identify the problems your expertise can solve. The media is always looking for service-oriented stories that benefit their audience. 
• Speak like a person, not a press release. Avoid jargon and get to the heard of the message in a human way.

To Sum it All Up? Expertise Is a PR Superpower 

The media needs credible, compelling voices—especially those who can speak with clarity, confidence, and care. When you connect the right voice to the right story at the right time, everyone wins. 

Ready to position your experts in the spotlight? Contact Jackson Spalding to explore how we help brands turn knowledge into newsworthy stories.