In today’s crowded marketplace, simply having a great product or service isn’t enough. Businesses need to cut through the noise and build genuine trust with their audience. Paid advertising and owned content have their place, but there’s an often-underestimated powerhouse that delivers unparalleled credibility: earned media.
What exactly is earned media?
Earned media is the publicity you gain through promotional efforts other than paid advertising. This often looks like a company or product being mentioned in a news story or a product review in a reputable publication, which can give your brand third-party validation.
Take a look at this recent example that Dittoe Public Relations secured for client WhistlePig Whiskey in CNN that highlights its new partnership with Liquid Death!
Still skeptical?
Now, you might be asking yourself, “Okay, this article is neat, but why should earned media be part of my business strategy?”
The answer is simple: trust and credibility.
Consumers are increasingly skeptical of direct advertising. When an independent source, like a reputable news organization or a trusted influencer, talks about your business positively, it carries significantly more weight. This organic endorsement builds far deeper trust than an advertisement alone.
Earned media can also lead to incredible reach and longevity. A single feature in a major publication or a viral social media post can expose your brand to a massive audience that you might never reach through your own channels.
Take this example from Dittoe PR client United States Parachute Association. It highlights Dorothy Hoffner, whose skydive at 104 years old made her the oldest person to do so at the time.
By all accounts, this feature went viral after appearing in major outlets such as The New York Times, Good Morning America, the Today Show and more. In doing so, it helped not only share Dorothy’s story but also drove more interest and visibility for the sport, which is a primary goal for the United States Parachute Association.
Behind the scenes…
Finally, earned media significantly contributes to your SEO and brand authority. When reputable sites link to your company’s website or mention your brand, it signals to search engines that you are a credible and important source of information. When this happens, it boosts your search rankings and overall online visibility. So, when someone is looking for services or a product that your business offers, it increases the chances that your website will appear higher in their Google search results.
Paid media, advertising and well-thought-out marketing campaigns are all valuable tools that should be leveraged to further your brand’s mission. However, earned media provides an authentic voice and is a resource that should be added to this mix. By actively seeking and cultivating these invaluable third-party endorsements, businesses can build stronger reputations, expand their reach, and achieve more sustainable growth.
Ready to ingrain earned media into your business strategy? Get in touch with us today!
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