The saying, “The best things in life are free” is true when it comes to publicity. There are three forms of media – paid, owned and earned – of which earned media is the most coveted by companies and associations.
At Solv Communications, we’ve helped countless clients grow their business through the power of earned media. It doesn’t’ require massive ad budgets or celebrity endorsements — just genuine buzz created by either an online news site featuring your company in a story or an influencer sharing your content on their social media feed because they like your product or service.
It’s a great thing to have. But it doesn’t come easy. There’s a reason why it’s called “earned” media.
What Is Earned Media in Marketing?
Earned media is any publicity or exposure that your brand receives without paying for it directly. It’s the digital equivalent of word-of-mouth. In the pre-digital era, earned media was garnered by large businesses, however, now there are thousands of opportunities waiting to be seized by small and medium businesses.
Some examples include:
- A journalist featuring your product in an article.
- A blogger writing a review about your service.
- Customers sharing their positive experiences on social media.
- Influencers mentioning you without a sponsorship deal.
It’s really the spotlight you’ve received from having a noteworthy product and/or service that is simply irresistible and people NEED to talk about it.
What Is Earned Media Value?
The question we get asked by clients is “How do I quantify all this unpaid publicity?” That’s where Earned Media Value (EMV) comes into play.
EMV is a metric that estimates the monetary value of the exposure you’ve gained through earned media channels. It helps you understand the impact of your organic marketing efforts compared to what it would have cost if you had paid for the same amount of exposure.
Imagine getting featured in a major publication like WIRED or TechCrunch or being covered by a national broadcaster like CTV News or CBC National. Calculating the EMV involves estimating how much you would have to spend on advertising to get the same reach and engagement. It’s a powerful way to showcase the ROI of your PR and content marketing efforts.
How to Measure Earned Media
One common method is to estimate the value based on impressions—the number of times your content is viewed—and the Cost Per Mille (CPM), which is the cost per thousand impressions in your paid advertising efforts.
Here’s a simplified formula:
EMV = (Impressions × CPM) / 1000
Let’s say you got featured in an online publication that reaches 50,000 readers. If your average CPM for paid ads is $10, your earned media value would be:
EMV = (50,000 × $10) / 1000 = $500
This means you’d have to spend $500 in advertising to get the same number of impressions.
Adjusting for Engagement and Quality
Impressions are great, but they don’t tell the whole story. Engagement metrics like clicks, shares, comments, and likes provide deeper insight into how your audience is interacting with your content.
You might adjust your EMV calculation to factor in these elements:
Adjusted EMV = (Impressions × CPM × Engagement Rate) / 1000
For instance, if the article about your brand had an engagement rate of 5%, using the earlier example:
Adjusted EMV = (50,000 × $10 × 0.05) / 1000 = $25
While the dollar amount seems lower, this adjusted figure reflects more meaningful interactions, giving you a clearer picture of the earned media’s effectiveness.
Why Earned Media Is Important
So, why should you care about earned media? Let’s break it down.
Trust and Credibility
Earned media is considered more trustworthy than other types of media because your customers know that you didn’t pay for it.
When a friend recommends a restaurant or a trusted blogger raves about a new gadget, we’re more inclined to listen. It’s authentic, and authenticity builds trust.
Long-Term Benefits
Unlike paid ads that disappear once your budget runs dry, earned media can have a lasting impact. A well-written article or a viral social media post can continue to attract attention months, even years, down the line. It’s like planting seeds that keep bearing fruit.
Cost-Effective Exposure
While generating earned media requires effort, it’s generally less expensive than traditional advertising. You’re not paying for the placement; you’re investing in creating something worth talking about.
Brand Awareness and Reach
Earned media can propel your brand into new markets and audiences you might never have reached otherwise. It’s the ripple effect—one mention leads to another, and suddenly you’re the talk of the town.
How to Gain Earned Media
Now that we’ve covered the “why” and the “what,” let’s dive into the “how.”
Build Relationships with Preferred Media Channels
Building close and personal relationships with anyone, including journalists, takes time. Because media outlets are the key to earned media, it’s important for brands to nurture relationships with these outlets consistently, not just when they need coverage.
Some tips:
Do Your Homework: Understand what topics they cover and tailor your pitch accordingly.
Offer Value: Provide exclusive insights, data, or a unique angle that fits their audience.
Be Genuine: Building relationships takes time. Engage with their content, share their work, and be a resource rather than just seeking coverage.
Hire a Reputable PR Firm
The great thing about this option is that some PR firms have already cultivated these relationships with journalists over decades. That’s why companies have been coming to Solv Communications for decades!
We have deep relationships with the top journalists at publications and media outlets across North America. This means our phone calls actually get answered and pitches end in positive local and national coverage.
Not only do you get your brand the exposure it deserves, you also get crafted media pitches, media training and coaching. This ensures that your story is handled with care and your perfect messaging leads to more sales and a strong reputation.
Storytelling & Creating Powerful Content
Content is king, but storytelling is the kingdom.
People connect with stories, not just products. What inspired your business? What challenges have you overcome? Be Authentic! In a world full of manufactured images, authenticity stands out.
Here’s a great example of that.
Dollar Shave Club’s launch video is a classic example. With a modest budget, they created a memorable video that went viral, earning them massive exposure and setting the tone for their brand.
Go Viral
Obviously, this is easier said than done. BUT… it can be done. You’ll need to tap into the last couple of points we mentioned. Be original. Be unique. Unite people around your story.
You actually have a better chance of going viral these days thanks to platforms like TikTok and Instagram, which have a favorable algorithm for niche accounts with smaller follower counts.
What Are Earned Media Channels?
Earned media can come from various avenues:
Social Media: Mentions, shares, retweets, and hashtags on platforms like Twitter, Instagram, and TikTok.
Press Coverage: Articles, interviews, and features in newspapers, magazines, and online publications.
Blogs and Forums: Reviews or discussions about your brand on blogs, Reddit, or industry-specific forums.
Podcasts and Webinars: Being featured as a guest or topic of discussion.
Is SEO Earned Media?
Yes, indeed! When your website ranks organically on search engines, it’s because search engines recognize the value and relevance of your content. You’re not paying for those spots (unlike PPC ads), so the traffic you get from organic search is considered earned media.
Is User-Generated Content Earned Media?
Absolutely! When your customers create content featuring your brand—like Instagram posts, YouTube reviews, or TikTok videos—that’s user-generated content (UGC). It’s one of the most authentic forms of earned media because it’s created voluntarily by your audience.
What Is Earned Media in Digital Marketing?
In the digital marketing realm, earned media refers to all the exposure you gain organically online. It’s the result of your efforts in content marketing, SEO, social media engagement, and more. Unlike paid media (ads) or owned media (your website and social channels), earned media is the buzz that others create about your brand.
What are Examples of Earned Media in 2024
Donald Trump
Love him or hate him, there’s rarely a news cycle these days which he isn’t a part of. Trump’s earned media campaign spanned decades. Going back to the late 90’s, early 2000’s and his run on the hit show Apprentice.
He made guest appearances on all of the top hit television shows during those days. And he didn’t pay a dime. Show hosts thought he was interesting and entertaining.
Trump took this earned media opportunity and maximized it. He used his platform to market everything from Trump water, Trump University and even Trump steaks. And not much has changed looking forward to 2024.
He’s using his current coverage (good and bad) to sell Trump merchandise from shirts, hats, a $9,000 sneaker, and even watches.
OpenAI / ChatGPT
Getting free coverage because you’ve built an amazing, innovative product is the way to go. OpenAI’s flagship product has dominated the air waves for nearly two years now. And as the AI industry booms, ChatGPT remains the front runner.
News channels and publications are continually covering all things ChatGPT. Everything from unique use cases to product updates. They’ve captured the interest of billions across the world without much ad spending (if any).
Elon Musk
Another person who’s no stranger to the media is Elon Musk. His name has become synonymous with his brands Tesla, SpaceX, Starlink and now X (formerly Twitter). Countless people WANT to know what he’s working on, which earns him a ton of free coverage across many platforms.
Trusted Earned Media Experts
At Solv Communications, we know how to gain earned media for your brand. We’ve been doing it for decades. Crafting messaging and pitching clever stories to the RIGHT journalists. We are your one-stop shop for all things PR.
