Earned Media, Explained
Earned media, publicity, public relations, PR, communications, media relations. The medium goes by many different names (depending on the industry), but the common thread is always the same—the absence of payment for the placement. That’s right, no money exchanges hand for this type of coverage or endorsement. And that’s what makes it so valuable.
Essentially, it’s your actions—the research, writing, and thoughtful outreach you conduct—that earn you the attention. And when a news article or online review is published by a third-party, not only is it more credible, it costs only a fraction of what it costs to buy traditional advertisements. So, while paid media is still a large part of today’s marketing mix, more and more companies—alcohol brands in particular—are making earned media an integral part of their overall strategy.
The Evolution of Earned Media
While the term may conjure up memories of AP-style press releases, cold calls, and media mailings, the effective practice has evolved. Sure, pitching freelancers and actual editors still matters—to be successful here it requires a more personal approach. Similarly, influencer engagement, curated social content, custom media kits, and media events and tours can be great tools to help supplement any earned media program.