Earned media is any publicity or exposure your business receives that you did not pay for and do not own. It is the digital or physical equivalent of word of mouth.
When a customer tweets about your excellent service, that is earned media. When a journalist writes a review of your new software without you paying for a sponsored post, that is also earned media.
It is distinct because it relies entirely on third parties. You cannot force it to happen. You can only influence it through the quality of your work and your relationships.
The Mechanics of Validation
#For a startup founder, earned media serves a specific function. It acts as social proof.
In the early days of a company, no one knows who you are. You have no reputation. When a reputable source mentions your brand, they transfer a small amount of their authority to you. This is something money often cannot buy.
This type of media includes:
- Press coverage in news outlets
- Unsolicited reviews on blogs
- Social media mentions and shares
- Organic search engine rankings
It works because audiences are generally skeptical of advertising. They know you paid to say you are great. They tend to trust an impartial third party who says you are great.
Earned vs. Paid vs. Owned
#To understand where to focus your energy, you must distinguish earned media from the other two pillars of the media mix.
Paid Media is advertising. You trade money for guaranteed placement. If you stop paying, the traffic stops immediately. It is predictable and scalable but lacks the deep trust of an endorsement.
Owned Media consists of the channels you control. This includes your website, your email list, and your blog. You dictate the message and the timing. However, the reach is limited to the audience you have already built.
Earned Media sits apart. It has the highest credibility but the lowest control. You cannot dictate what a reporter writes or if they write about you at all. You cannot control if a user review is positive or negative.
Scenarios for Growth
#When should a founder prioritize earned media efforts?
It is often critical during a launch phase. Since capital is usually tight, getting press coverage provides visibility without draining the bank account.
It is also vital when entering a crowded market. If there are ten competitors, the one with the most positive independent reviews usually wins.
However, there are unknowns you must navigate.
We do not always know what will capture the public imagination. A story you think is newsworthy might be ignored by journalists. A feature you think is minor might go viral on social media.
The Cost of Free Publicity
#While earned media does not require an advertising budget, it is not free. The cost is time and effort.
It requires building relationships with journalists long before you need them. It requires building a product so remarkable that people feel compelled to talk about it. It requires creating content that is actually helpful rather than self-serving.
Founders often mistake earned media for a lucky break. It rarely is. It is usually the result of a deliberate strategy to be worthy of attention.