Why earned media works

Earned media usually lives up to its name. You have to earn - or work for - media coverage instead of paying for it. 

Paid media is just what it says: you pay for whatever media exposure you receive. This is typically paid advertising -- online or print ads, TV commercials, etc.

With earned media, you don't pay a dime. In a sense, it's free. But you pay for it in sweat equity.

Trying to earn media coverage is no easy task. After all, you have to persuade the media to see your story or event as newsworthy. You then have to trust that reporters will be fair in their treatment of your story or organization. Nothing is guaranteed.

But there are definitely advantages of earned media that are worth considering when you're looking to tell your story.

People tend to tune out paid advertising, but tune in to a news story that interests them.

After all, people tend to distrust paid advertising. On the other hand, a news story from a legitimate news organization is seen as credible and authoritative. There are several more advantages:

• People tend to tune out paid advertising, but tune in to a news story that interests them. 
  
• Earned media coverage in one publication can also lead to more earned media as other news organizations follow up with stories of their own.
• Earned media has a long shelf life. News stories can exist on media websites for months if not years. 
• You can also use social media to drive attention to earned media coverage, potentially reaching an even wider audience.

These are just a few of the positives of earned media. While it's free, it's never cheap. You always have to work for it. But the end result is often priceless.

Mack Communications | @mack_comm