Earned media
Also known as: earned coverage
In short
Earned media is exposure a brand gets because other people choose to mention it, rather than because the brand paid for the placement or published it on its own channels. Examples include press articles, reviews, podcast interviews, conference invitations, analyst mentions, and social shares.
It is one of three common media types. Paid media is bought, owned media is published by you, and earned media is given by others. Earned media is valued for credibility, because the endorsement comes from a third party.
Earned vs. paid vs. owned media
- Paid media: Placements you buy, such as ads and sponsored posts.
- Owned media: Channels you control, such as your website, blog, and newsletter.
- Earned media: Mentions others create, which you can influence but not control.
Common sources of earned media in B2B
- Trade press: Articles quoting your experts or covering a launch.
- Podcasts and webinars: Guest spots hosted by others.
- Reviews and analyst notes: Independent evaluations that buyers read during research.
- Customer and partner posts: Case study shares and public praise.
- Original research: Data or reports that journalists and peers cite.
How to earn it
Have something worth covering
Original data, a clear point of view, or a genuine product change gives people a reason to write. A press release without news rarely lands.
Build relationships
Follow reporters and hosts who cover your topic, read their work, and offer expert commentary when it fits what they are writing.
Make it easy
Provide a short pitch, quotes, charts, and a named spokesperson. Respond quickly when someone asks.
Amplify what you get
Share coverage on your channels and in sales emails. A third-party article often persuades better than your own page.
Common mistakes
- Mass pitching: Generic emails to a long journalist list damage relationships.
- Counting only volume: One mention in a publication your buyers read beats many in outlets they do not.
- Expecting control: You cannot dictate tone or timing, and coverage may include criticism.
- No follow-up: Coverage not used in sales and marketing wastes its credibility value.
Earned media FAQs
What is earned media?
Earned media is publicity a brand receives because others choose to mention it, such as press coverage, reviews, podcast invitations, analyst mentions, and social shares. The brand does not pay for the placement or publish it on its own channels.
What is the difference between earned, owned, and paid media?
Paid media is placement you buy, like ads. Owned media is content on channels you control, like your website or newsletter. Earned media is exposure others give you through coverage, reviews, or shares. The three work best when combined.
How do you get earned media for a B2B company?
Create something newsworthy, such as original research or a notable launch, build relationships with reporters and hosts in your niche, make pitches short and specific, and respond quickly. Then reuse the coverage in your own channels.
Is earned media free?
Placement is not paid for, but it is not free of cost. It takes time, research, PR or agency fees, and content production. The advantage is credibility, because the mention comes from a third party and not from your own advertising.
