What is Earned Media?

Earned media is any publicity you don’t pay for directly. Instead, it’s attention you “earn” through your reputation, expertise, or efforts. Examples include:

• News articles written about your business

• Customer reviews

• Social media mentions and shares

• Influencer shoutouts

• Podcast or blog features

Essentially, earned media comes from others talking about you rather than you paying to talk about yourself.

Benefits of Earned Media

• Credibility and Trust: People tend to believe news stories, reviews, and third-party endorsements more than ads.

• Wider Reach: A mention in a major outlet or by a popular influencer can introduce your business to new audiences.

• Cost-Effective: PR takes time and effort, but earned media often costs less per impression than advertising.

• SEO Boost: Backlinks from reputable sites improve your search rankings and online visibility.

What is Advertising?

Advertising is paid promotion. You control the message, the look, and where it appears. Examples include:

• Google ads

• Social media ads (Facebook, Instagram, TikTok, LinkedIn)

• Print ads in newspapers or magazines

• TV and radio commercials

• Sponsored content on blogs or websites

Benefits of Advertising

• Full Control: You decide what the message says and who sees it.

• Immediate Visibility: Ads can quickly build awareness and reach large audiences.

• Direct Response: Clear calls-to-action encourage people to visit your site, buy, or sign up.

• Consistency: Ads keep your brand message uniform across all platforms.

Should You Choose Earned Media or Advertising?

The right choice depends on your goals, budget, and audience.

• If you’re new or building credibility: Earned media gives you third-party validation.

• If you need quick results: Advertising delivers fast visibility.

• If you’re budget-conscious: Earned media is often more cost-effective in the long run.

• If you want both trust and reach: A mix of earned media and advertising works best.

Can You Combine Earned Media and Advertising?

Yes. In fact, many businesses get the best results when they use both:

• Feature positive reviews or media mentions in your ad campaigns.

• Promote your ads on social media and let influencers share them for extra exposure.

• Use advertising to highlight credibility earned through PR coverage.

This integration reinforces trust while also driving immediate action.

Key Takeaway

Earned media builds trust and credibility, while advertising delivers control and speed. Together, they create a powerful strategy for visibility, reputation, and growth.

When planning your marketing, ask:

• Do I need quick visibility or long-term credibility?

• How does my audience prefer to discover brands?

• What’s my budget, and where will it go the furthest?

The best answer is often a balanced approach, where earned media and advertising work hand-in-hand.

✅ Pro Tip: Start by securing one earned media win, like a local news feature or customer testimonial, and then amplify it with advertising. This creates trust and reach at the same time.