Did you know that nearly half (46%) of PR and communications professionals focused their marketing strategies around earned media in 2024? According to the Global Comms Report by Cision, 33% of these teams based their entire strategy around earned media. Why? Because third-party validation through earned media coverage has proven to be one of the best ways to elevate awareness and engagement of your organization with key constituencies, including employees.  

In today’s crowded and connected world, individuals are continually bombarded with messages from all directions. In this environment, earned media stands out as a powerful tool for building trust and credibility. But what exactly is earned media, and how can your organization benefit from it? 

What is Earned Media? 

Earned media refers to coverage, mentions, and endorsements that your brand receives organically from media that may include online outlets, newspapers, podcasts, TV or magazines. Unlike paid media, where you buy space, or owned media, such as your website or social media channels, earned media is more complex. It requires consistent storytelling and regular engagement with reporters to elevate your reputation as an interesting organization with an important story to share. When a trade publication covers your products or a reporter features your company’s expertise in a story, that’s earned media in action. This exposure advances brand visibility and it’s more persuasive and impactful than other types of media because it comes from a credible third party. 

Additionally, earned media does more than simply enhance brand awareness. It builds trust with stakeholders, positions your brand as a thought leader, and can lead to accelerated growth. Third-party validation resonates deeply, paving the way for stronger engagement with your target audience. For B2B and B2G brands, where buying decisions are heavily influenced by reputation, earned media is an especially effective communication strategy. 

How to Make the Most Out of Earned Media Strategies? 

A program that embraces earned media requires not only great content—it requires strategic planning, proactive outreach, and a deep understanding of the ever-changing media landscape. This is where partnering with a PR agency can make all the difference. 

In today’s crowded media environment, every brand is competing for attention from a shrinking pool of journalists. To stand out, your organization must look for ways to share its own unique and compelling story. Want to elevate your earned media strategy? 

• Provide High-quality Materials: Well-written press releases, media kits, and high-quality photos. 

• Personalize Your Outreach: Tailor pitches to individuals and outlets—does your story resonate with this journalist or audience? 

• Identify Unique Angles: Find fresh, newsworthy perspectives to tell a story  

• Provide Value: Offer exclusive news, insights or share your expertise with the journalists 

• Amplify Earned Media Coverage: After a positive story appears, remember to amplify it via social channels, and with employees, customers and important other constituencies  

Earned media stands out in any successful PR program because it is a cost-effective way to reach and engage key audiences while enhancing credibility. Regular coverage in trusted media will help validate your brand, making it more relatable and trustworthy to your target audiences.  

At Wilks, we help brands unlock the full potential of an earned media program. From crafting unique and compelling stories to identifying the right media opportunities and delivering measurable results, we’re here to amplify your efforts. Ready to take your brand to new heights? Call us today and together let’s create a strategy that elevates your 2025 communications program.