What Is Earned Media in Public Relations? How Brands Can Leverage It for Business Success

Earned media is the gold standard in public relations. Simply put, a brand gains unpaid, organic exposure when mentioned or featured in media outlets, blogs, social media, or even through word-of-mouth. 

But why is earned media so highly prized? The answer is simple: trust. 

People are far more likely to trust a recommendation or mention from a credible source than a flashy ad. Whether it’s a glowing review from an influencer or a positive write-up in a respected publication, earned media carries more weight because it feels authentic.

That said, earning media attention isn’t a walk in the park. It requires thoughtful strategy, captivating stories, and ongoing effort. In this post, we’ll dive into what earned media means, share tips on how brands can secure it, and explore how working with a PR agency can help amplify your earned media opportunities for long-term business growth.

What is earned media?

Unlike paid ads or owned media (like your website), earned media comes from third parties—whether that’s a journalist, influencer, or a satisfied customer. And because it’s not something you directly pay for, it’s seen as more credible and influential. 

Earned media encompasses:

• Media coverage: Articles, news stories, or TV segments featuring your brand.
• Social media mentions: When users tag, share, or discuss your brand without direct payment or prompting.
• Online reviews and ratings: Genuine reviews left by customers or influencers.
• Word-of-mouth: Organic recommendations from customers, clients, or industry peers.

NOTE: Social media mentions, reviews, and word-of-mouth marketing can also fall under shared media–content shared across third-party platforms, content collaborated upon between several owners, or content encouraging shared interaction.

Why earned media matters

Earned media is a winning proposition for businesses. Here’s why it should be part of your PR strategy:

• Builds trust: Third-party mentions are seen as more credible than ads.
• Expands reach: It introduces your brand to new, untapped audiences.
• Drives results: Positive coverage influences purchases and fosters loyalty.

How to secure earned media mileage 

Bear in mind that securing earned media isn’t a sure thing. But we’re sure that with the right strategies, you can increase your chances of gaining meaningful coverage. Here’s how to get your brand in the spotlight:

1. Craft a compelling story

Media, influencers, and audiences love a good story. If you can offer something emotional, valuable, or innovative, you’re more likely to capture attention.

How to do it:

• Highlight what makes your brand unique.
• Share real customer stories or case studies.
• Tie your story to current trends or events.
  

2. Build relationships with media

Earned media often comes from strong, ongoing relationships with journalists, editors, and bloggers. Staying in their minds means your brand gets noticed when an opportunity arises.

How to do it:

• Connect with journalists who cover your industry.
• Personalize your pitches to show you understand their audience.
• Make their job easier by offering press kits or exclusive content.

3. Use social media to amplify your reach 

Social media can be a goldmine for earned media. Content that’s shareable or sparks conversation can lead to organic mentions and increased visibility.

How to do it:

• Post valuable, shareable content regularly.
• Engage with followers through comments and DMs.
• Join trending conversations or challenges.

4. Partner with influencers 

Influencers can be a key driver for earned media. Their authentic endorsements, even when they’re compensated, can lead to genuine buzz and engagement.

How to do it:

• Work with influencers who align with your values.
• Give them unique experiences or products to share.
• Foster long-term relationships for authenticity.
  

5. Stay alert to media opportunities 

Sometimes, earned media isn’t about pitching your story—it’s about spotting and seizing opportunities as they happen. Keeping an eye on trends or industry discussions can lead to timely media mentions.

How to do it:

• Use media monitoring tools to track relevant conversations.
• Respond quickly to media inquiries or requests for expert commentary.
• Jump on breaking news or trends that align with your brand’s expertise.

Why your brand needs a PR agency to maximize earned media

While it is definitely possible to score earned media on your own, the process can be tricky and time-consuming. So, here’s why having a PR agency on your side can make all the difference:

1. Strategic storytelling

A PR agency knows how to expertly craft the right pitch to grab media attention. They understand what journalists and influencers are looking for and can help tell your brand’s story in a way that resonates.

2. Built-in connections

Agencies come with established relationships with journalists, bloggers, and influencers. These connections give your brand an edge and increase the chances of your story getting picked up.

3. Expert media monitoring

Tracking your media presence isn’t as simple as it sounds. PR agencies keep an eye on mentions, sentiment, and emerging trends to ensure your brand is staying relevant and top-of-mind.

4. Seamless integration

A PR agency doesn’t just focus on earned media—they can integrate it with your paid and owned media efforts for a well-rounded strategy that amplifies your message across the board.

Hit the PR goldmine!

Earned media indeed is one of the most powerful tools in a brand’s PR arsenal. It amplifies your message, builds trust, and delivers measurable business impact. However, achieving meaningful earned media mileage demands strategic planning, consistent effort, and expert execution.

By partnering with a trusted public relations agency, your brand can unlock the full potential of earned media, ensuring your campaigns not only capture attention but also drive measurable results.

Ready to create more earned media opportunities? Reach out to us today!