Media coverage you don’t pay for carries more weight with audiences than advertising. When journalists, influencers, and industry experts choose to feature your brand organically, it signals genuine value and newsworthiness. This earned media – from press mentions to social shares to expert recommendations – builds credibility in ways paid promotion simply cannot match. According to Cision’s 2023 State of the Media Report, 81% of consumers trust recommendations from friends and family over branded content, while 61% trust editorial content and news articles. For brands looking to establish authority and drive sustainable growth, mastering earned media strategies has become essential in today’s fragmented media landscape.
Understanding Earned Media’s Unique Value
Earned media refers to any publicity or exposure your brand receives through organic, non-paid channels. This includes news coverage, social media mentions, reviews, word-of-mouth recommendations, and more. Unlike paid advertising or owned content channels, earned media comes from independent third parties choosing to amplify your message.
According to Nielsen’s latest Trust in Advertising report, 88% of consumers trust recommendations from people they know more than any other form of marketing. Additionally, 75% of consumers say they trust editorial content and news coverage – significantly higher than the 46% who trust paid ads.
This heightened credibility stems from earned media’s voluntary nature. When respected publications, industry experts, or satisfied customers advocate for your brand without compensation, it validates your value proposition in an authentic way. The implied third-party endorsement carries more weight than self-promotion.
Creating Newsworthy Content That Earns Coverage
To attract organic media attention, brands must craft stories and announcements that journalists and influencers genuinely want to cover. This requires understanding what makes content newsworthy.
Elements of Newsworthiness
The most fundamental elements that make stories newsworthy include:
- Timeliness – Recent developments, breaking news, or upcoming events
- Impact – How many people are affected and to what degree
- Proximity – Local relevance to target audiences
- Conflict – Tension, controversy, or competing interests
- Human Interest – Emotional resonance and compelling personal stories
- Uniqueness – Novel angles or unprecedented developments
For example, when Patagonia announced its founder was transferring ownership to a climate-focused trust, the story earned massive coverage by combining multiple newsworthy elements – a unprecedented corporate structure change (uniqueness) by a major brand (impact) tied to urgent environmental issues (timeliness) with an inspiring mission (human interest).
Developing Story Angles
Strong earned media pitches frame announcements through relevant angles for different outlets and audiences. A product launch might emphasize:
- Innovation angle for tech media
- Business impact for trade publications
- Consumer benefits for lifestyle outlets
- Industry trends for analysts
- Community impact for local news
The key is identifying authentic angles that align with each target’s editorial interests while supporting your broader narrative.
Building Media Relationships
Successful earned media requires developing genuine relationships with journalists, editors, influencers and other potential amplifiers of your message.
Research and Personalization
According to Muck Rack’s State of Journalism 2023 report, 91% of journalists say they prefer email pitches tailored to their specific beats and interests. Generic mass pitches rarely succeed.
Take time to:
- Study recent coverage and editorial focus
- Follow key contacts on social media
- Engage thoughtfully with their work
- Reference specific articles in outreach
- Connect story angles to their audience
Providing Value First
Build goodwill by becoming a helpful resource before asking for coverage:
- Share relevant research and data
- Make expert sources available
- Offer exclusive insights
- Provide multimedia assets
- Respond quickly to queries
According to Cision, 65% of journalists say access to data and expert sources makes them more likely to work with a brand.
Measuring Earned Media Impact
While earned media can be harder to track than paid campaigns, several key metrics help gauge effectiveness:
Quantitative Metrics
- Media mentions and reach
- Social shares and engagement
- Website referral traffic
- Search ranking improvements
- Lead attribution
- Sales correlation
Qualitative Metrics
- Message pull-through
- Sentiment analysis
- Share of voice
- Brand authority signals
- Relationship strength
- Reputational impact
Tools like Google Analytics, social listening platforms, and media monitoring services can track these metrics. The key is establishing baseline measurements and monitoring trends over time.
Amplifying Earned Media Wins
Each piece of earned media coverage creates opportunities for additional exposure through strategic amplification.
Cross-Channel Distribution
Share coverage across owned channels:
- Company website/newsroom
- Social media profiles
- Email newsletters
- Sales collateral
- Recruiting materials
According to Sprout Social, brands that share earned media on social see 8.4x higher engagement than promotional content.
Extending Story Life
Maximize longevity through:
- Creating derivative content
- Highlighting in case studies
- Including in pitch materials
- Updating stakeholders
- Repurposing key quotes
The goal is expanding reach while maintaining the third-party credibility that makes earned media valuable.
Integrating With Paid and Owned Media
While earned media is powerful, it works best as part of an integrated strategy alongside paid and owned channels.
Paid Media Support
Strategic paid promotion can:
- Drive traffic to earned coverage
- Expand reach to new audiences
- Retarget engaged readers
- Test messaging effectiveness
- Generate data for future pitches
Owned Channel Alignment
Coordinate owned content to:
- Provide context for coverage
- Answer common questions
- Feature testimonials
- Host multimedia assets
- Enable deeper engagement
According to research, integrated campaigns using paid, owned and earned media drive 38% higher brand lift than single-channel efforts.
Conclusion: Building Long-Term Authority
Earned media offers unique credibility that paid advertising cannot replicate. By creating genuinely newsworthy content, building authentic media relationships, measuring impact, and strategically amplifying coverage, brands can establish lasting authority in their markets.
Success requires consistent effort – there are no shortcuts to earning authentic advocacy. However, the compound effect of sustained earned media coverage creates a foundation of trust that drives sustainable growth.
To get started:
- Audit current earned media presence
- Identify newsworthy stories and angles
- Research and map key media relationships
- Develop measurement framework
- Create amplification playbook
- Launch pilot program
- Analyze results and optimize
With strategic focus and patience, earned media can become one of your brand’s most powerful assets for building credibility and driving growth.
