In public relations, each tool in the PESO model (Paid, Earned, Shared, Owned) serves a distinct purpose. From ads to shared social content, every piece has its place in a strong PR toolkit. But for me, earned media stands out as one of the most effective. Unlike paid ads, earned media—like press coverage and customer reviews—feels more credible because it’s coming from outside the company. This carries unique advantages that build trust and create a natural buzz that other channels often can’t.
Click here to read a full description of the PESO model with examples.
Earned Media: Building Trust and Credibility
Earned media stands out because it’s inherently more trustworthy than other PESO channels. Unlike paid ads or owned content, earned media relies on third-party endorsements and coverage, which naturally boosts its authenticity. And this trust factor isn’t just an assumption; the 2021 Edelman Trust Barometer found that people are more likely to trust information coming from third parties than directly from companies. This makes earned media a powerful tool in shaping public opinion in a way that feels organic and lasting.
In today’s media landscape, consumers are increasingly skeptical of direct advertising. Securing coverage in credible media outlets or being featured by trusted influencers often proves invaluable. PR professionals leveraging earned media can gain not only visibility but also the trust that often translates to long-term loyalty.
Case Study: Dove’s Real Beauty Campaign
A great example of earned media in action is Dove’s Real Beauty campaign. While it started over a decade ago, it’s recently gained fresh attention around issues of self-image and beauty standards. Dove encouraged organic conversations by featuring real stories of women and girls, which quickly spread through social media and news coverage. This tactic resonated with millions and generated extensive media coverage in outlets from The Guardian to Business Insider, showing the unique power of earned media when the message connects on a human level.
Measuring Earned Media Success
The impact of earned media isn’t always directly measurable in dollars, but its value in building long-lasting impressions and credibility is tough to beat. According to Cision PR’s Media Report, “76% of PR professionals believe that earned media offers the most valuable results in influencing audiences.” Dove’s Real Beauty campaign proves that earned media goes beyond sales; it builds a sense of brand identity and loyalty that other channels can struggle to replicate.
References:
Cision. (2021). 2021 Global State of the Media Report. Cision PR Newswire. https://www.cision.com/us/resources/white-papers/2021-global-state-of-the-media-report/
Dietrich, G. (Host). (2021, February 23). A PESO Model primer for 2021 [Audio podcast episode]. In Spin Sucks. FIR Podcast Network. https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/
Dove. (2021). Dove Real Beauty Campaign. Unilever. https://www.dove.com/us/en/stories/campaigns/real-beauty.html
Edelman. (2021). 2021 Edelman Trust Barometer: Global report. Edelman Trust Barometer. https://www.edelman.com/trust/2021-trust-barometer
Rountree, A. (n.d.). The PESO model. Ashley Rountree & Associates. https://ashleyrountree.com/blog/the-peso-model/