Earned media

Earned media is the fairy godmother of publicity—it’s what happens when your brand gets talked about because people actually like you, not because you paid them to. Think of it as the love child of glowing customer reviews, viral social media buzz, and journalists obsessing over your next big move, all without having to bribe anyone with donuts. Essentially, it's the popularity contest you actually want to win.

Earned media refers to the publicity and exposure a brand or business gains through organic means rather than paid advertising. This type of media is "earned" as it results from favorable attention garnered through word-of-mouth, social media shares, press coverage, or customer reviews & testimonials, typically due to the brand's positive reputation, quality content, or effective public relations strategies. Earned media is considered one of the most credible forms of marketing because it originates from satisfied customers or third-party endorsements, which can amplify a brand's reach and influence through authentic and trusted communication channels. It complements owned and paid media strategies by expanding reach and enhancing credibility, albeit its uncontrollability and potential unpredictability.