In today’s highly connected, always-on digital landscape, brands are constantly vying for attention. With endless options for promoting products and services, knowing where to invest your time and budget can feel overwhelming. One of the most powerful — and often underutilized — ways to boost visibility and credibility is through earned media.
At Commit Agency, we understand that no amount of ad spend can substitute for authentic engagement and genuine third-party endorsements. Earned media is that trusted voice, the organic validation that amplifies your brand without the price tag of traditional advertising.
What Is Earned Media?
Earned media refers to any publicity or brand exposure gained through unpaid promotional efforts. It includes media coverage, social media mentions, customer reviews, word-of-mouth recommendations, influencer shoutouts and any content about your brand that you didn’t create or pay for directly. Essentially, it’s the recognition you “earn” thanks to a strong product, stellar service or impactful messaging.
It differs from owned media (like your website or blog) and paid media (such as digital ads or sponsored content). Earned media feels more authentic because it comes from third parties — journalists, customers, influencers — who have voluntarily chosen to highlight your brand.
Earned Media vs Paid Media: Key Differences
While both earned and paid media share the goal of increasing brand awareness and driving conversions, they differ significantly in approach, control and long-term value.
Earned Media:
- Unpaid and organic exposure
- Generated through public relations (PR) efforts, social buzz, influencer mentions, customer reviews and word-of-mouth
- Builds credibility and trust by coming from third parties
- Offers long-term, compounding benefits as coverage continues to circulate and resurface
Paid Media:
- Paid placements, such as digital ads, sponsored content and PPC campaigns
- Controlled entirely by your brand’s messaging, targeting and budget
- Provides immediate visibility and guaranteed reach
- Delivers short-term results, with exposure ending when spend stops
Both channels have their place in a well-rounded marketing strategy. Paid media offers precision and speed, while earned media delivers authenticity and lasting impact. Together, they create a balanced approach to growing your brand.
The Benefits of Earned Media Coverage
Earned media plays a pivotal role in enhancing a brand’s credibility and reach. Consumers tend to trust recommendations from friends and family significantly more than traditional advertising.
The advantages of earned media include:
- Brand Credibility: Third-party endorsements, such as positive reviews and media mentions, enhance trustworthiness.
- Search Engine Rankings: Backlinks from reputable sources can improve your website’s SEO performance.
- Extended Audience Reach: Organic sharing and discussions can introduce your brand to new potential customers.
- Enhanced Engagement and Loyalty: Authentic conversations foster deeper connections with your audience.
Moreover, earned media often has a compounding effect: a single positive mention can lead to increased visibility and further coverage without additional expenditure.
Strategies to Earn Media Attention
While you can’t buy earned media, you can take strategic steps to position your brand for coverage and organic attention. Here are a few tactics:
-
Partner with PR Agencies
PR agencies specialize in crafting compelling narratives and getting them in front of journalists, publications and media outlets. They know how to pitch your story, secure interviews and cultivate long-term relationships with key reporters. PR pros help position your brand as a thought leader — the kind of name media outlets want to feature.
At Commit Agency, we often recommend PR partnerships as part of a well-rounded earned media strategy, particularly when launching new products or rebranding.
-
Tap Into Influencer Marketing
Influencer marketing is a hybrid of earned and paid media, but its earned element comes from cultivating relationships with influencers who genuinely like and trust your brand. When an influencer shares your product because they actually use and love it — rather than just because it’s a paid sponsorship — their followers listen.
Building long-term partnerships with relevant, aligned influencers can create authentic buzz and position your brand in front of highly engaged audiences. Research shows that 49% of consumers depend on influencer recommendations, making this a valuable avenue for earned exposure.
-
Encourage Social Media Mentions
Never underestimate the power of a social media shoutout. Whether it’s customers posting photos, users sharing positive experiences or industry leaders tagging your brand, social mentions are gold in the world of earned media.
Here’s how to boost them:
- Engage regularly with your audience on platforms like Instagram, LinkedIn and X
- Create shareable content (infographics, behind-the-scenes looks, how-to videos)
- Launch user-generated content (UGC) campaigns with branded hashtags
- Collaborate with customers and encourage them to share their stories
Monitoring tools like Sprout Social or Hootsuite can help track and amplify mentions to keep the conversation going.
-
Leverage Customer Reviews
Online reviews, whether on Google, Yelp, TripAdvisor or industry-specific platforms, are another powerful form of earned media. Potential customers often look at reviews before making purchasing decisions. Positive feedback builds trust while responding thoughtfully to negative reviews can demonstrate transparency and commitment to customer service.
Encourage reviews by:
- Prompting satisfied customers post-purchase
- Making it easy to leave feedback with clear CTAs and links
- Incentivizing (without coercing) honest reviews through loyalty perks or contests
According to BrightLocal, 76% of consumers “always” or “regularly” read online reviews before deciding on a local business. Reviews are a key trust signal no business can afford to ignore.
The Long-Term Value of Earned Media
Unlike paid media, where exposure stops when the budget runs out, earned media has a lasting ripple effect. A well-placed feature in a leading publication or an influential social media mention can live on in search results, drive continued engagement and support your brand’s reputation for years.
But remember: earned media requires ongoing effort. Strong relationships, great customer experiences and a willingness to tell authentic stories are key. You’re not just chasing coverage, you’re building a brand people want to talk about.
Final Thoughts
At Commit Agency, we believe in the power of a balanced marketing mix. Earned media might not be as straightforward as turning on a paid campaign, but when done well, it’s one of the most effective ways to gain visibility, build trust and drive long-term growth.
By integrating PR efforts, influencer partnerships, social engagement and customer advocacy, your brand can cultivate an ecosystem of organic buzz that resonates louder and longer than any paid ad ever could.
