Earned Media Is Having A Moment: How Can You Make It Work For Your Brand?

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It may seem surprising, but many of the biggest brands were built in slower economic times. General Electric was founded during the Panic of 1893; IBM and Disney in the 1920s shortly after the Depression. More recently the Great Recession of 2008-09 saw the launch of WhatsApp, Uber and Airbnb.

 

Brands that launch during such times have the advantage of learning valuable lessons early on. For example, they learn that innovation and adaptability are essential to survive.

 

They learn to sacrifice, make hard decisions and spend where it matters, looking at what’s working and what’s not, and directing investment to initiatives delivering the strongest impact. They have to stay focused, yet remain flexible enough to adapt to evolving market conditions.

 

While these cornerstones of success are common among many businesses that started during tough times, savvy investment in brand-building initiatives like earned media is another.

 

What Is Earned Media?

Earned media is generally considered any publicity gained through promotional rather than paid advertising. This includes free publicity generated by the organization through word-of-mouth, viral marketing, public relations or organic social sharing.

 

Often thought of as more valuable than paid media because it is based on merit—driven by quality content, a timely news story or positive reviews—earned media carries authenticity and credibility. For many brands, it’s the only marketing they need.

 

Take Uber for example. When it launched in 2009, public relations played a crucial role. Strategic partnerships, social media and content marketing created brand awareness, drove engagement and educated the market on the disruptive service. Their investment in reputation building insulated them during numerous legal battles, emerging with a positive public image intact.

 

Strategic PR campaigns helped Airbnb build trust between homeowners and travelers. Storytelling and user testimonials showcased personal experiences and success stories of both hosts and guests offering real-life accounts that created trust and authenticity. By making their customers strong brand advocates, Airbnb has become one of the top travel brands globally.

 

Nielsen’s 2021 survey of 40,000 people across 56 countries found that 88% trust recommendations from acquaintances, and even more trust online reviews over all other forms of marketing.

 

Yet earned is not where businesses are spending their marketing budgets. Most are dedicated to digital marketing and other paid media initiatives, while only around 11% is reserved for earned media.

 

Why Doesn’t Earned Media Get More Respect?

Claims that earned media is less targeted, harder to control with respect to timing and messaging, and that it is difficult to measure are often given as the rationale, making it a challenge to defend in the C-suite. But a shift in the mindset is happening, and it will be expedited as marketing budgets are slashed.

 

It’s important not to overlook how an earned media strategy can contribute to brand trust and recognition just because you can’t assign revenue to a positive media mention or social media post. While the hard numbers delivered in a paid media campaign may show impact, metrics like share of voice (SOV), engagement rates and brand sentiment are becoming increasingly valuable indicators of a brand’s success.

 

Measuring Earned Media

A measurement of a brand’s presence and visibility in comparison to its competitors, share of voice (SOV) is affected by any media coverage a brand receives. Positive reviews and social media mentions are often generated when audiences comment on or share earned media content. Favorable news stories and positive user experiences can also shape public perception and brand sentiment.

 

Top-of-mind for many marketers today, thought leadership and SEO can be achieved through earned media tactics. Contributed articles and guest columns prove to be potent tools in solidifying a brand’s authority. Leveraging brand mentions on reputable media sites, recognized as high authority by Google, can significantly advance SEO goals.

 

Making Earned Media Work For Your Brand

Crafting an effective earned media strategy need not be overly complex, but it demands a blend of creativity and an understanding of what captivates the audience. Regardless of the industry, companies adopting a media-centric mindset are well-positioned to execute an impactful earned media strategy.

 

The process begins with a well-crafted corporate narrative and storytelling framework. Brands that complete this groundwork can articulate their identity, understand their customers and communicate their unique value proposition. This helps navigate authentic communication while ensuring the brand steers clear of a self-promotional tone—a crucial distinction in earned media.

 

Clearly defining how the company aims to educate, entertain and inspire can lead to a wealth of content ideas, then identify where the content lives.

 

Evaluate all the communications channels where the brand can thrive. Research media outlets, publications, blogs, podcasts and influencers that align with the target audience and cultivate relationships, presenting story ideas, personalized pitches and press releases.

 

Offer thought leadership content and create high-quality articles that leverage the company’s subject-matter experts. Thought leadership content comes from the industry or niche where the company has deep knowledge and experience—from industry trends to emerging technologies. It can come from original research or analysis that offer unique insights, or customer case studies.

 

Prioritize the social media platforms that are most closely aligned with the kinds of content the brand offers and where the target audience spends their time. Consumer brands may want a greater emphasis on Instagram and TikTok, while business-to-business companies can leverage a LinkedIn thought leadership strategy.

 

Encouraging user-generated content (UGC), such as customer testimonials, reviews and social media mentions, showcases positive experiences and demonstrates a commitment to customer satisfaction. Reposting UGC on social media channels shows appreciation for customer loyalty.

 

Brands now have many earned media tactics at their disposal, no matter the budget. Identifying metrics of success for each tactic will help evaluate what is most effective, providing insight into where to adjust and optimize.

 

For companies grappling witheconomic hurdles and stretching marketing budgets, earned media opens the door to building a lasting brand. By delivering genuine thought leadership content and creating a profound audience connection, brand credibility is attainable—one that money can’t buy.

 

Written by Cathy-Anne O’Brien

Co-Founder, BlueSky Communications

Forbes Councils Member

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