Earned Media

Earned media should be distinguished from of paid media and owned media. It refers to a brand’s presence and exposure to various media without compensation (financially or otherwise).

This is free exposure, most often resulting from public relations and community management efforts. For example, mentions in the press (resulting from official releases or not), as well as mentions in comments on websites (and customer reviews), on social networks, or on blogs can be considered earned media.

However, brands cannot control this exposure – for better or for worse – and it could be detrimental to their reputation (e.g. viral bad buzz).

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