Earned media is one of the most powerful ways to grow your brand’s visibility and credibility. Unlike paid ads or sponsored posts, earned media comes from genuine interest—think press coverage, customer reviews, or social media shoutouts.
Let’s imagine the story of Sophie, a small business owner who runs an eco-friendly candle brand.
Sophie wants to get her products noticed without spending a fortune on advertising. With a clear strategy, she turns earned media into her biggest ally.
Key Takeaway:
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1. Building a Story That Stands Out
Journalists and customers are drawn to great stories. Sophie highlights what makes her brand unique:
Her candles are made from sustainably sourced materials.
A portion of every sale supports reforestation projects.
Actionable Tip: Write down your brand’s unique story. Focus on what makes your product or service stand out, whether it’s your mission, materials, or customer impact.
2. Reaching the Right People
To get coverage, Sophie researches journalists and bloggers who cover eco-friendly products.
She sends personalized pitches that include:
A short, compelling subject line.
Key points about her brand’s story.
Beautiful product photos and a free sample for review.
Actionable Tip: Plan your media outreach by listing 10-15 journalists or bloggers who focus on your niche. Tailor each pitch to show how your story connects with their audience's interests. Use tools like Google Alerts and LinkedIn to find media professionals currently covering similar topics.
While this approach can be effective, it can also be time-consuming. If time is a constraint, consider outsourcing the task to PR professionals.
Focus on crafting a compelling narrative, and we’ll take care of the media outreach for you.
3. Leveraging Social Proof
One of Sophie’s customers posts a glowing review on Instagram, tagging her brand.
Sophie reshapes this into a highlight by:
Sharing the review on her own social media.
Including it in her email newsletter.
Adding it to her website’s testimonials section.
Featuring it in a printed brochure or marketing materials for events.
Turning the review into a short video or story post to engage her audience further.
According to a study, 93% of marketers believe that user-generated content (UGC) outperforms branded content. This is because UGC is created by real people, making it feel more authentic and unbiased. Source: Forbes
Actionable Tip: Encourage happy customers to leave reviews or share their experience. You can create a branded hashtag to track mentions, like #EcoCandlesBySophie.
You can then add them on your website like this:
Important Note
Always ensure you have the necessary authorization to use customer-generated content, such as reviews, photos, or social media posts.
This not only protects your brand legally but also shows respect for your customers’ creations and builds trust. (always ask a lawyer or legal professional).
When in doubt, ask for permission and offer to credit the customer to maintain transparency and goodwill.
4. Hosting a Share-Worthy Event
Sophie organizes a local candle-making workshop. Journalists, bloggers, and influencers are invited to experience her brand firsthand.
The event generates:
Social media buzz from attendees.
An article in a local lifestyle magazine.
Actionable Tip:Plan an event tied to your brand’s values. Offer a memorable experience that people will want to talk about and share online.
5. Tracking and Celebrating Wins
Earned media isn’t always instant, so Sophie monitors her progress. She tracks mentions using tools like Google Alerts and Brand24.
Each mention, big or small, helps her measure the impact of her efforts.
Actionable Tip: Set up alerts for your brand name and key products.
Celebrate every piece of earned media as it builds momentum for your business.
Creating a Google Alert:
Here is how I create a Google Alert to monitor my brand FractalMax in the US.
Go to Google Alerts Site
Then "Create an alert about..." bar
If you want to add some specific criteria, just click on "Show option"
In the example below, I create and alert to monitor my brand in the US.
I chose "English" because all my content is in this language.
Conclusion: Make Earned Media Work for You
Sophie’s story shows how focusing on authenticity, storytelling, and building relationships can turn earned media into a growth engine for your business.
What’s your brand’s unique story?
Start sharing it with the right people, and watch how earned media can boost your visibility and credibility.
Action Step: This week, reach out to one journalist or customer who could help amplify your story.
Whether it’s through a pitch, a review, or an event, take that step toward unlocking the power of earned media.
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Thanks for reading,
Laurence Zimmermann
Answers to questions you may have about earned media...
What is earned media and why is it important for businesses?
Earned media refers to the media coverage that a business receives through efforts other than paid advertising. This includes mentions in news articles, features on blogs, and social media mentions.
It is crucial for businesses because it helps to build trust and enhance brand credibility, as audiences often perceive these types of endorsements as more genuine and trustworthy unlike paid media.
How can businesses unlock the power of earned media?
To unlock the power of earned media, businesses should develop comprehensive strategies that include engaging storytelling, leveraging social media for wider reach, and building strong media relationships.
Consistently producing high-quality, shareable content and actively participating in industry conversations can also help gain valuable media coverage.
What are some effective earned media strategies?
Effective earned media strategies involve a mix of public relations efforts, content marketing, and social media engagement.
These strategies should focus on creating compelling narratives, identifying key influencers, and monitoring social media platforms for opportunities to engage.
Regularly updating and pitching unique angles to media outlets can also lead to successful earned media coverage.
How does earned media differ from owned and paid media?
Earned media differs from owned and paid media in that it is not directly controlled by the business.
While owned media includes channels like a company’s website and social profiles, and paid media involves advertising efforts, earned media is gained organically through word-of-mouth, reviews, and third-party endorsements.
What are some examples of earned media?
Examples of earned media include a feature article in a respected industry publication, a viral post on a popular blog, or a trending hashtag on X (formerly Twitter) that highlights your brand.
Positive reviews on platforms like Yelp or TripAdvisor, as well as influencer recommendations, also constitute earned media.
How can businesses measure the impact of earned media?
Businesses can measure the impact of earned media by analyzing how different media channels within the digital landscape incorporate it into their strategies. By evaluating earned media efforts and understanding its benefits, businesses can identify which types of media play a crucial role in their campaigns.
To gain earned media, businesses should track how often media outlets and social media channels mention their brand.
Monitoring this content helps businesses leverage the power of earned media more effectively.
Since earned media stands apart from paid and owned media, measuring its influence on social platforms can provide insights to refine marketing strategies.
As earned media requires strategic planning, assessing its role alongside other media types is essential. This approach ensures that businesses maximize the impact of their earned media efforts while identifying potential opportunities across various channels.
If you have more questions regarding public relation, you can read our FAQ
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