In the marketing world, businesses are continuously searching for the most effective ways to build brand awareness, establish credibility, and drive customer engagement. In this pursuit, media plays a vital role. However, not all media is created equal, and understanding the distinctions between earned media and paid media can help businesses optimize their strategies for growth and success.
Understanding the basics: what is earned media?
So, what are earned media and PR, and why should companies invest in them? Earned media refers to any publicity, exposure, or promotion that your brand receives organically without paying for it. It’s the content or buzz generated by external sources, such as journalists, customers, influencers, or third-party media outlets. Think of earned media as a modern-day version of “word-of-mouth” marketing, where your brand is recommended or mentioned organically.
Examples of earned media include:
- Mentions in news articles or blog posts written by journalists or influencers.
- Customer reviews or testimonials shared on social media or third-party platforms.
- Social media shares of your content, where people tag, post, or engage with your brand.
- Backlinks from reputable websites that point to your content.
What is paid media?
On the other end of the spectrum is paid media. This includes any form of marketing or advertising that you pay for to promote your brand. It involves purchasing space or airtime for your content, product, or service in various formats, whether on social media, search engines, or traditional media like TV or radio.
Examples of paid media include:
- Google ads and search engine marketing (SEM).
- Social media ads on platforms like Facebook, Instagram, or LinkedIn.
- Display ads on websites or banner ads.
- Sponsored content or native advertising on blogs, online publications, or media outlets. Television, radio, and print advertisements.
The key differences between earned media and paid media
Both earned and paid media have their place in a successful marketing strategy, but they serve different purposes and have different strengths. Understanding these differences can help businesses decide when and how to use each.
Credibility:
- Earned media: Earned media is perceived as highly credible because it comes from a third-party source. Consumers trust recommendations and coverage from journalists, bloggers, or peers far more than they trust advertisements.
- Paid media: While paid media offers control over the messaging, it doesn’t carry the same level of trust or authenticity as earned media. Consumers are often aware that ads are paid for, which can reduce their credibility.
- Earned media: While there’s no direct cost to earned media itself, it often requires investment in public relations efforts, such as hiring a PR agency, creating high-quality content, or conducting media outreach. However, once the media is earned, there are no ongoing costs.
- Paid media: Paid media involves ongoing costs, whether that’s for Google ads, social media ads, or traditional advertising. The cost is often proportional to the reach of the campaign, and the results disappear as soon as you stop paying.
- Earned media: With earned media, you don’t have control over how the coverage is framed. Journalists, bloggers, or customers determine the message, and their interpretation of your brand may not always align with your expectations.
- Paid media: Paid media allows complete control over the message, timing, and placement. You can tailor your advertisements to fit your brand’s narrative and target the specific audience you want to reach.
- Earned media: Earned media often has a longer shelf life. An article, a review, or a social media mention can continue to drive traffic and influence decisions long after it’s published.
- Paid media: Paid media is short-lived. Once your ad budget runs out, the exposure stops. Paid ads also tend to have a shorter impact because people are constantly exposed to new ads.
- Earned media: The reach of earned media can vary depending on who’s sharing it. However, when earned media is secured through reputable publications, influential bloggers, or viral social media content, the reach can be massive.
- Paid media: Paid media guarantees exposure to a targeted audience, allowing brands to control who sees their ads based on demographics, interests, or location, for example. This makes it highly effective for driving short-term awareness.
Why your business needs public relations to secure earned media
While paid media can offer quick visibility, earned media facilitated by a strong PR strategy offers longer-lasting credibility and brand-building power. Here’s why PR is crucial for businesses looking to harness the power of earned media:
1. Building credibility and trust
In a world flooded with ads, credibility is more important than ever. A well-executed PR strategy helps your business build strong relationships with the media, influencers, and industry experts, which can lead to earned media mentions that resonate with your target audience.
2. Amplifying your brand’s message
A press release distributed through the right channels, media outreach, or an event covered by journalists can generate significant attention for your brand. PR professionals specialize in crafting messages that appeal to the media and resonate with your audience, amplifying your brand’s reach and visibility.
3. Managing your brand’s reputation
In today’s digital age, where news (both good and bad) spreads fast, your brand’s reputation is always at risk. A PR team not only helps generate positive earned media but also steps in to manage crises and handle negative press.
4. Generating long-term value
Paid media campaigns may generate immediate results, but they are often short-lived. Earned media, on the other hand, continues to deliver value long after the coverage is published. A single article, news feature, or influencer mention can drive traffic, engagement, and leads for months—or even years.
5. Maximizing the impact of paid media
When combined with a strong PR strategy, paid media can be even more effective. For example, running a paid campaign alongside earned media coverage in trusted publications can enhance the credibility and reach of both efforts. Paid media can also be used to promote the earned media coverage you receive, further amplifying its impact.
