Understanding Earned Media and Its Importance for PR
What is earned media?
Earned media refers to publicity that is gained through promotional efforts rather than paid advertising. It is often referred to as "free media" since businesses don't have to pay for it. Instead, it is earned by creating content that is newsworthy, informative, or entertaining, and then sharing it with journalists, bloggers, or social media influencers.
Examples of earned media
Examples of earned media can include news articles, blog posts, social media mentions, and reviews. For example, if a company launches a new product that generates a lot of buzz on social media, journalists may pick up the story and write about it in their publications. This can lead to increased brand awareness and credibility.
How earned media differs from paid media and owned media
Paid media refers to advertising that is paid for by the business, such as sponsored posts or display ads. Owned media refers to content that is created and published by the business, such as blog posts or social media updates.
The key difference between earned media and paid or owned media is that earned media is generated by third-party sources, whereas paid and owned media are created by the business itself.
The importance of earned media for PR
Earned media plays a crucial role in public relations. It can help businesses to reach a wider audience, build credibility, and establish themselves as thought leaders in their industry. Earned media is also an effective way to generate buzz around new products or services and can help to increase brand awareness.
Advantages of earned media
One of the main advantages of earned media is that it can be more effective than paid or owned media. Consumers are often skeptical of advertising and may be more likely to trust information that comes from a third-party source. Additionally, earned media can be more cost-effective than paid media since businesses don't have to pay for it.
Challenges of earned media
While earned media can be highly effective, it can also be challenging to achieve. Journalists and influencers are inundated with pitches from businesses every day, so it can be difficult to stand out from the crowd. Additionally, businesses have little control over how their message is presented in earned media, which can be a disadvantage.
Strategies for gaining earned media
There are several strategies businesses can use to gain earned media:
Creating shareable content
One of the most effective ways to generate earned media is to create content that is informative, entertaining, or newsworthy. This can include blog posts, infographics, or videos. When creating content, it's important to keep the target audience in mind and make sure the content is shareable.
Engaging with influencers
Another effective strategy is to engage with social media influencers who have a large following in your industry. This can help to amplify your message and increase the likelihood that your content will be shared.
Monitoring and measuring earned media
It's important to track your earned media coverage to measure its impact and identify areas for improvement. You can use tools like Google Analytics or social media monitoring software to track mentions and engagement.
Building relationships with journalists and media outlets
Developing relationships with journalists and media outlets can help to increase the chances of getting coverage. This can involve reaching out to journalists and offering them exclusive stories or insights that they may find interesting.
Maximizing social media
Social media can be an effective way to generate earned media. By sharing your content on social media and engaging with followers, you can increase the chances of it being shared and potentially picked up by journalists or influencers.
The role of earned media in crisis management
Earned media can also be an important tool in crisis management. During a crisis, businesses can use earned media to help control the narrative and provide their side of the story.
Combining earned media with paid and owned media
While earned media can be effective on its own, it's often most effective when combined with paid and owned media. By using a mix of all three types of media, businesses can create a cohesive and effective marketing strategy.
Tips for a successful earned media strategy
To develop a successful earned media strategy, consider the following tips:
Develop a clear and concise messaging strategy
Identify your target audience and tailor your content to their interests
Build relationships with influencers, journalists, and media outlets
Create shareable content that is informative, entertaining, or newsworthy
Monitor and measure your earned media coverage to track its impact
TL;DR
Earned media can be a highly effective tool for businesses looking to build brand awareness, establish credibility, and reach a wider audience. By developing a clear strategy and using a mix of tactics, businesses can generate earned media coverage that can help to drive their overall marketing efforts.
