In an age where consumers can smell a sales pitch from a mile away, credibility is currency. As brands strive to authentically connect with their audiences, earned media—publicity gained through editorial coverage rather than paid advertising—remains one of the most influential elements of the modern marketing mix.
What is Earned Media?
Earned media refers to the visibility a brand gains through third-party coverage. Think features in trade journals, quotes in business columns, or segments on local news. It’s the “unpaid” leg of the PESO (Paid, Earned, Shared, Owned) model and is arguably the most trusted. Why? Because it comes from a source other than the brand itself.
This isn’t just about getting press for the sake of attention. Strategic earned media is about fostering credibility, expanding reach, and most importantly earning the trust of your audience through the endorsement of respected voices.
Earned Media: More than a Press Release
Effective earned media is more than simply writing a release and pushing it to the wire hoping that the right media channels and editors will see it, pick it up and push it through with their own commentary aligned. To truly harness the power of earned media, effective media relations are essential. Relying solely on syndicated pickup may increase reach, but it does little to build credibility or brand preference. Effective earned media requires effective media relations including:
- Cultivating relationships with journalists, editors, and influencers
- Identifying stories that align with editorial priorities and public interest
- Positioning executives as thought leaders in their space
- Timing outreach to align with industry trends and news cycles
When done well, media relations enables a brand’s message to be amplified through credible third-party lenses, reinforcing core brand values and deepening emotional resonance with the audience.
Why Earned Media Still Matters
1. Reach That Resonates
Editorial coverage expands brand reach exponentially, often reaching audiences not actively looking for you. Whether it’s a feature in a business magazine or a mention in a podcast, earned media places your brand in trusted channels already frequented by your audience.
2. Credibility That Converts
Third-party validation carries weight. When a reputable publication or influencer talks positively about your brand, it functions as a powerful endorsement. This trust translates into increased likelihood of conversion whether it’s buying a product, booking a demo, or simply taking that first step to learn more.
3. Preference That Persists
Long after the initial impression, earned media continues to shape public perception. Consistent, credible media coverage nurtures long-term brand preference and even opens doors for partnerships, recruiting, and investor interest.
Building a Media Relations Program that Rings True
At DKY, we believe strong brands are built on authentic connections, and media relations is a cornerstone of that philosophy. Here are some guiding principles we apply when helping our clients earn meaningful media coverage:
- Start with a Clear Story: What makes your brand, product or service genuinely newsworthy? Is it innovation, social impact, leadership, quality, growth? Ground your media strategy in stories that align with your brand’s promise.
- Understand the Journalist’s World: Respect editorial boundaries and understand what outlets and reporters care about. Build a mutually beneficial relationship based on relevance, not just promotion.
- Equip Your Spokespeople: Prepare internal leaders to deliver key messages with clarity and passion. Media training isn’t just a nice-to-have. It’s essential for maximizing every earned opportunity.
- Be Consistent, Not Opportunistic: Don’t just show up when you have a product to launch. Be part of the conversation year-round, offering expertise, commentary, or insights when relevant.
Earned Media in the Modern Mix
Paid advertising, along with shared and owned content may give you control, but earned media gives you legitimacy. As media platforms evolve, and the lines between traditional and digital blur, the opportunity to strategically engage editorial voices is greater now than ever.
In today’s attention economy, brands that earn trust are the ones that endure. That’s why earned media isn’t a relic. It’s a revitalized strategy that belongs in every modern brand builder’s toolkit.
Are You Ready to Be Heard?
Whether you’re looking to boost visibility, establish authority, or gain the trust of new audiences, DKY can help you craft a PR and media relations strategy that supports your broader goals.
Let’s build something together that Rings True.