Earned Media
Publicity gained through promotional efforts rather than paid advertising.
Definition
Earned media refers to coverage and exposure that is gained through public relations efforts rather than paid advertising. It includes press mentions, social media shares, customer reviews, and word-of-mouth. Earned media is considered more credible than paid media because it comes from third parties. Measuring earned media value (EMV) helps quantify PR impact.
Why It Matters
Earned media—coverage you get through newsworthiness rather than payment—carries credibility that advertising cannot match. When journalists choose to cover your story, their endorsement transfers trust to your brand.
While harder to control than paid media, earned coverage often delivers superior results. The combination of third-party validation and extended reach makes it highly valuable.
Examples in Practice
A startup's earned media coverage drives more website traffic than their entire paid advertising budget.
A product featured by independent reviewers sells out from the credibility of unbiased recommendation.
A thought leadership strategy generates ongoing earned media that establishes industry authority.