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PBA Glossary · Media and Visibility

Earned Media

Personal Branding Agencies Editorial Reviewed

Earned media is the E in the PESO model, alongside paid, shared and owned media. Its defining feature is that someone else decided to give it. A practice can research outlets, write pitches and prepare a client to be a good source, but the editor, producer or organizer makes the final call. That is the source of its value, and the reason no honest practice guarantees it.

Why It Carries Weight

  • Credibility: a 2011 meta-analysis in the Journal of the Academy of Marketing Science found that publicity has a credibility advantage over advertising.
  • Effect: a 2012 study in the Journal of Marketing Research found that both press coverage and social media mentions raised sales on a microlending marketplace. Press had the bigger effect per event, while social mentions were more frequent and helped generate press.
  • Longevity: a good article or interview keeps appearing in search results long after it runs.

Earned Versus Pay-to-Play

Some coverage is sold while being presented as earned: paid features dressed as editorial, awards that require a fee, and lists you pay to join. These are not the same as honestly labeled advertising, which is a legitimate tool. Every practice in this directory has committed not to fabricate media features or pass off disguised advertorials as earned coverage.

Questions to Ask

  • Ask which outlets the practice will pitch, and why those outlets suit your audience.
  • Ask whether any placement involves a fee to the outlet, and how that is labeled.
  • Ask what you will need to provide, such as expert comment, data or time for interviews.
  • Ask how results will be reported, and what happens when pitches are declined.

Sources

Each source was read at its publisher, its DOI record or an official index such as PubMed. Findings are summarized in plain words; see how sources are chosen.

  1. Eisend, M., and Kuster, F. (2011). The Effectiveness of Publicity versus Advertising: A Meta-Analytic Investigation of Its Moderators (opens in a new tab). Journal of the Academy of Marketing Science, 39(6), 906-921.
  2. Stephen, A. T., and Galak, J. (2012). The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace (opens in a new tab). Journal of Marketing Research, 49(5), 624-639.

Frequently Asked Questions

What is earned media?

Coverage and attention you receive because someone else chose to give it, such as press articles, interviews, podcast invitations and speaking slots, rather than because you paid for it.

What is the difference between earned media and paid media?

Paid media is exposure you buy, such as advertising, and you control it. Earned media is exposure someone else chooses to give you. You cannot control it, but audiences tend to trust it more.

Can an agency guarantee press coverage?

No. Editors and producers decide what runs. A practice that guarantees placements is either selling paid placements or promising something it cannot control.

How long does it take to get earned media?

It varies with the news cycle, the strength of the story and how established the person is. Expect weeks to months of pitching before results become consistent.

Related: PESO Model, Paid Media, Pay-to-Play Media, Third-Party Credibility, Media Pitch · In the Wiki: Earned Press Without Pay-to-Play: A Guide for Agencies, Personal Branding Agency or PR Firm: What Each One Does

The Full Glossary

Related Terms

Media and Visibility

PESO Model

The PESO model is a framework that sorts media into four types: paid, earned, shared and owned. It helps buyers see which kinds of exposure a proposal actually covers, and how they are meant to work together.

Media and Visibility

Paid Media

Paid media is any exposure bought directly, such as advertising, sponsored posts and boosted content. It is a legitimate tool when it is labeled as paid and supports earned effort; it becomes a problem when paid placement is presented as earned coverage.

Media and Visibility

Pay-to-Play Media

Pay-to-play media is coverage, a feature, an award or a list placement obtained in exchange for payment while being presented as earned editorial recognition. It is different from honestly labeled advertising, and every listed practice has committed not to pass it off as earned press.

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