Earned Media and its Benefits in PR
If you’ve ever seen your friends post their Spotify Wrapped on social media, you’ve likely experienced the magic of earned media in action. You know, the kind of publicity you don’t pay for but still somehow ends up everywhere? That’s what makes earned media such a game-changer in the PR world, and Spotify’s 2023 Wrapped campaign is the perfect example of why it should be the go-to tactic for any savvy PR professional.
Image- Unsplash: A person standing in front of a neon sign photo – Free Human Image on Unsplash
You’ve heard it a million times: earned media is golden. But what is it and what makes it so powerful? In the world of PR, earned media refers to “Media coverage or exposure gained through public relations efforts, without direct payment.” (Hasherj, n.d., p.173).
As The Spin Sucks Podcast puts it simply: it’s “getting your name in print” (Dietrich). This includes press coverage, media features, and mentions by influencers or customers. It’s not about placing an ad; it’s about generating buzz so organic that it feels like it has a life of its own. And in an age where consumers are more skeptical of advertisements than ever, it’s easy to see why earned media holds so much sway.
Why Earned Media is Crucial for PR Professionals
Credibility: Consumers trust media mentions far more than ads. Earned media is the cool, reliable friend you want on your side.
Viral Potential: Like Spotify’s Wrapped, earned media has the ability to snowball. One share leads to another, and suddenly, you’re trending.
Cost-Effective: You don’t have to pour money into it—earned media is all about leveraging what you already have, like user-generated content and press attention.
Enter Spotify’s 2023 Wrapped: The Perfect Example of Earned Media in Action
Spotify’s 2023 Wrapped is a case study in earned media done right. Every year, millions of users across the globe share their most-played songs, albums, and artists—basically turning their musical year into a viral, sharing factory. But it’s not just about the user; the magic happens when the press picks up on the phenomenon, influencers hop on the bandwagon, and suddenly, your Twitter feed is flooded with hashtags like #SpotifyWrapped. Spotify doesn’t have to pay for a ton of ads because the buzz happens naturally.
Image- Unsplash: A person standing in front of a neon sign photo – Free Image on Unsplash
Media Coverage: The Secret to Spotify’s Success
Spotify’s Wrapped campaign is a PR pro’s dream because it gets picked up by journalists, influencers, and even celebrities. This isn’t just a slick marketing campaign; it’s a cultural moment. The campaign not only pushes Spotify into the public eye but also strengthens brand loyalty because it taps into people’s personal connection to the music they listen to.
Plus, let’s not forget that the campaign was not just about numbers—Spotify used clever social media strategies and influencer partnerships to fuel the earned media even further. “When millions post their Wrapped stories, it creates a bandwagon effect, making others want to join in.” Marketing Strategist Mia Fileman said on Campaign Del Mar (Fileman).
Learn How to Make Earned Media to Help your Business Strive
If you want your business to thrive without blowing your budget on ads, it’s time to master the art of earned media. Unlike paid media, which relies on advertising dollars, earned media is all about generating organic buzz—think word-of-mouth, social media shares, and press coverage.
According to PRsay, understanding how to navigate earned media can be a game-changer for businesses looking to grow authentically (Parker). From crafting compelling pitches to leveraging influencer partnerships, knowing how to make the most of earned media can turn your brand into a conversation starter—without paying a dime for placements.
References:
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/
Four Reasons Why Spotify Wrapped is Marketing Genius. (n.d.). Campaigndelmar.Com. Retrieved April 2, 2025, from https://www.campaigndelmar.com/blog/spotify-wrapped-is-marketing-genius
Hasherj, D. (n.d.). Public relations, principles, origins, and practices (VBID: 844161A). Cognella Custom TB. Retrieved from https://macmillan.vitalsource.com/reader/books/844161A
Parker, S. (2019, October 10). Everything You Need to Know About Earned Media Management. PRsay – The Voice of Public Relations. https://prsay.prsa.org/2019/10/10/everything-you-need-to-know-about-earned-media-management/
Unsplash. (n.d.). Photo by Anledry Cobos on Unsplash. Unsplash.Com. Retrieved April 2, 2025, from https://unsplash.com/photos/a-person-standing-in-front-of-a-neon-sign-D-CYZ9ZaMqs
Unsplash. (n.d.). Photo by Anledry Cobos on Unsplash. Unsplash.Com. Retrieved April 2, 2025, from https://unsplash.com/photos/a-person-standing-in-front-of-a-neon-sign-D-CYZ9ZaMqs
