Why Earned Media is Important

Written by Emily Herrera

In the modern age, there are many ways to engage with the public. This can be through owned, shared, paid and earned media, with earned media being the most authentic and effective in establishing trust and credibility. In light of this, its significance plays a great role in public relations as it enhances reputation and audience engagement.

The benefits of earned media for companies and brands

Earned media is publicity and exposure that is received through unpaid promotions. Let's further understand the benefits:

1. Reduced expenses: Brand visibility is increased without direct payment for exposure, unlike paid media.

2. Trust: Positive reviews and organic mentions develop a relationship with the public, creating credibility and trust because they come from unbiased sources.

3. Improved visibility: Earned media reaches wider audiences beyond immediate network.

4. Authenticity: A stronger relationship is developed with the audience when something is perceived as authentic and genuine, not forced.

5. Increased SEO: A company or brand becomes more easily found when it's mentioned and linked to credible sources, improving search engine optimization.

6. The upper-hand: Companies and brands can distinguish themselves from competition with earned media because it can influence the public's perspective.

Earned media comes in many forms, the most common are: press mentions, social media, word-of-mouth, reviews, user-generated content, media interviews and event coverage.

How is trust impacted?

Earned media impacts trust with the public because it’s unbiased and natural. Third- party credibility is the most impactful that fosters long-term relationships, creating loyal publics. The audience is exposed to many brands and companies everyday, but what makes earned media different is its ability to create a genuine connection.

How to generate earned media

Securing earned media starts with how well the company or brand performs. Earned media is truthful, therefore, third parties are not going to lie. Securing earned media can be done by:

1. Create Engaging Content

2. Support User-Generated Content

3. Engage with Influencers

4. Be Active On Social Media

5. Attend Industry Events

6. Create Newsworthy Campaigns

Earned media enhances reputation and audience engagement through third-party credibility. As a result, long-term relationships are created with the public that portray the company or brand in a positive way that leads to sustainable business growth.