What Is Earned Media
Earned Media is a PR tactic that uses tactics like word of mouth, content sharing, or even media coverage without paying for it. It can not be bought; it can only be earned. Earned Media is also earned naturally over time, with the help of engagement with that company’s following and engagement on different platforms, earned media will occur. Earned Media is the most crucial PR tactic for professionals in the field. It also is generated through third party sources and other media coverages.What Is Earned Media? How PR Helps
Per Miles Perry
The Importance of Earned Media
The impact of earned media can vary in so many different ways. There is credibility, reach, cost-effectiveness, and direct sales. Trust with the brand’s target audience is also a key factor in earned media. PR Daily (2024) states:
During a CEO change, for example, the Edelman team will use Trust Stream to assess the positive or negative effects of media coverage. They analyze factors like stability, continuity and investor trust or sentiment. This allows them to give the client a clear, data-driven view of the unfolding narrative. It also shows where to focus subsequent efforts to reduce reputational damage, Christopher said.
Not every PR firm or company will have the tools of a large agency like Edelman. But they can still identify data sets and metrics that are most reliable to them to map the coverage to specific business objectives for each client, whether that’s brand awareness, lead generation, sales or reputation. She mentioned setting up Google Alerts and Talkwater Alerts, a free tool that lets brands track mentions of their brand, competitors or specific keywords across the web, including social media platforms like X (paras 8,10).
When a company or brand receives favorable coverage from journalists, celebrity influencers, or happy customers, it will act as a third-party acceptance that will carry more weight than advertising. The reach of earned media is also broader and has a longer-lasting effect, as stories can be communicated across social media. The brand itself will be referenced over time. It enhances a company’s prestige and increases its visibility. It will even drive organic traffic naturally without direct cost. Today’s world is driven by being authentic, and earned media helps companies build real relationships with customers and the public and build strong brand loyalty.
Photo Courtesy Maclyn
The Lego Rebuild
An example of how creative problem-solving can bring people together and stimulate inventive thinking is the LEGO “Rebuild the World” campaign. In the fall of 2021, LEGO tapped into assertive emotional narratives that gained across-the-board media attention. Earned media, including social media shares, influencer partnerships, and organic coverage in major outlets, allowed the campaign to get its message out without spending money on ads. This strategy was a smashing success, raising LEGO’s worldwide profile as a company that encourages imagination and friendship.
Photo Courtesy LEGO®
Citations
What Is Earned Media? Definition, Benefits and Examples | PR Newswire. (n.d.). Retrieved April 10, 2025, from https://www.prnewswire.com/resources/articles/what-is-earned-media-definition-benefits-and-examples/https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/
Dietrich, G. (2021, January 6). Spin Sucks 130: A PESO Model Primer for 2021. FIR Podcast Network. https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/
Weldon, C. (2024, August 26). Tips for determining the true value of earned media. PR Daily. https://www.prdaily.com/tips-for-determining-the-true-value-of-earned-media/https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/
LEGO Rebuild the World 2021—About Us. (2021, September 20). LEGO.Com. https://www.lego.com/en-us/aboutus/news/2021/september/lego-rebuild-the-world-2021https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/