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.hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">"Free media" redirects here. For the kind of license, see <a href="/wiki/Free_content" title="Free content">Free content</a>.</div> <p><b>Earned media</b> (or <b>free media</b>) is content relating to a person or <a href="/wiki/Organization" title="Organization">organization</a>, which is published by a third party without any form of payment to the <a href="/wiki/Publisher" class="mw-redirect" title="Publisher">publisher</a>.<sup id="cite_ref-:0_1-0" class="reference"><a href="#cite_note-:0-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:1_2-0" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> It includes articles by <a href="/wiki/Mass_media" title="Mass media">media outlets</a>, interviews with the person or representatives of the organization, or bylined <a href="/wiki/Editorial" title="Editorial">editorials</a> in trade press and other publications. The phrase "earned media" serves as a contrast to the concept of "paid media" or, simply <a href="/wiki/Political_advertising" class="mw-redirect" title="Political advertising">advertising</a>. It may also include <a href="/wiki/Social_media" title="Social media">social media</a> sharing, unpaid mentions by <a href="/wiki/Podcast" title="Podcast">podcast</a> hosts and guests, or <a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">word-of-mouth marketing</a>.<sup id="cite_ref-:2_3-0" class="reference"><a href="#cite_note-:2-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>Earned media excludes <a href="/wiki/Advertising" title="Advertising">advertising</a> (paid media) and company <a href="/wiki/Brand" title="Brand">branding</a> (owned media).<sup id="cite_ref-:0_1-1" class="reference"><a href="#cite_note-:0-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Background">Background</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Earned_media&action=edit&section=1" title="Edit section: Background"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Marketing communication can be summarized as falling into four categories, (<i>paid</i>, <i>earned</i>, <i>social</i> [or <i>shared</i>], and <i>owned</i>) media.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:1_2-1" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> This categorization is sometimes referred to as the <a href="/wiki/PESO_model" title="PESO model">PESO model</a>. </p> <ul><li><i>Paid</i> media is a traditional approach to promotion, and usually takes the form of <a href="/wiki/Advertising" title="Advertising">advertising</a> or <a href="/wiki/Advertorials" class="mw-redirect" title="Advertorials">advertorials</a> (paid <a href="/wiki/Opinion_pieces" class="mw-redirect" title="Opinion pieces">opinion pieces</a>). Paid media also includes marketing activities like <a href="/wiki/Sponsored_post" title="Sponsored post">sponsored posts</a> and paying to have links posted in a <a href="/wiki/Chumbox" title="Chumbox">Chumbox</a>.<sup id="cite_ref-:1_2-2" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li> <li><i>Earned</i> media is not paid for, but is published voluntarily by third parties (e.g., an article in a daily newspaper). This includes traditional publicity activities such as <a href="/wiki/Media_relations" title="Media relations">media relations</a> or <a href="/wiki/Publicity_program" class="mw-redirect" title="Publicity program">publicity</a> (e.g., sending <a href="/wiki/Press_release" title="Press release">press releases</a> to newspapers and magazines, in the hope that they will voluntarily publish an independent article about the organization or product) and <a href="/wiki/Investor_relations" title="Investor relations">investor relations</a> (e.g., providing information of interest to investors or a business journal).<sup id="cite_ref-:1_2-3" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li> <li><i>Social</i>, or <i>shared</i>, media refers to customers and other members of the public sharing content on <a href="/wiki/Social_media_marketing" title="Social media marketing">social media</a> platforms (e.g., someone recommending a product to a friend on Facebook), as well as social media content produced by the company.<sup id="cite_ref-:1_2-4" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li> <li><i>Owned</i> media is produced by the company itself on channels it directly controls (e.g., the corporate website, corporate social media accounts).<sup id="cite_ref-:2_3-1" class="reference"><a href="#cite_note-:2-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Owned media is <a href="/wiki/Self-published" class="mw-redirect" title="Self-published">self-published</a>.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup></li></ul> <p>Sometimes, the categories overlap. For example, paying a <a href="/wiki/Social_media_influencer" class="mw-redirect" title="Social media influencer">social media influencer</a> to promote a product or event is both "social" and "paid" media.<sup id="cite_ref-:1_2-5" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> If a company is criticized online, and the controversy is described in a news article, that could be both "shared" and "earned" media.<sup id="cite_ref-:1_2-6" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Description">Description</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Earned_media&action=edit&section=2" title="Edit section: Description"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><i>Earned media</i> is what happens when a person or organization is spoken of by a third party, with no payment changing hands. Examples include mentions in traditional media, <a href="/wiki/Guest_appearance" title="Guest appearance">guest appearances</a> on television shows, or an <a href="/wiki/Opinion_piece" title="Opinion piece">opinion piece</a> in a periodical. Sometimes social media mentions, ratings, reviews, and online discussions are included in this category.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> </p><p>Although earned media is not paid for, it is not entirely cost-free.<sup id="cite_ref-:3_8-0" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> Generating earned media may require hiring staff, creating content, promoting the brand through paid media, or creating programs (e.g., a contest) that will result earned media.<sup id="cite_ref-:3_8-1" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> If an advertisement or other paid marketing effort <a href="/wiki/Viral_marketing" title="Viral marketing">goes viral</a>, so that other people and media outlets publish about it without payment, then the additional exposure (but not the original paid media) is earned media.<sup id="cite_ref-:3_8-2" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p>While marketers can help generate earned media activity, they do not generate it directly. It is earned "through relationships, incredibly newsworthy stories, and targeted messaging", without paying the media outlet.<sup id="cite_ref-:1_2-7" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> One inherent limitation, compared to paid or owned media, is that the person or organization has to convince journalists, editors, and television news producers to write a story about them, or an editor to publish an outside editorial. While this <a href="/wiki/Gatekeeper" title="Gatekeeper">gatekeeper</a> function serves to filter out lower quality and non-newsworthy content, it may also allow media outlets to act as censors when they do not agree with the source or its message.<sup id="cite_ref-:0_1-2" class="reference"><a href="#cite_note-:0-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>Further, because the person or organization does not control the message once it is in the hands of a journalist, the message may not be what they wanted, and may be negative.<sup id="cite_ref-:1_2-8" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> As one example, while the 2016 Trump political campaign was cited as having obtained billions of dollars in earned media, one study estimated that 23% of earned media mentions were negative.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Reputation">Reputation</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Earned_media&action=edit&section=3" title="Edit section: Reputation"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Earned media is trusted more by consumers than other forms of promotion.<sup id="cite_ref-:3_8-3" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p>A <a href="/wiki/Nielsen_Media_Research" title="Nielsen Media Research">Nielsen</a> study in 2013 found that earned media (also described in the report as <a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">word-of-mouth</a>) is the most trusted source of information in all countries it surveyed worldwide,<sup id="cite_ref-Nielson_Credibility_Report_11-0" class="reference"><a href="#cite_note-Nielson_Credibility_Report-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> and is the channel most likely to stimulate the consumer to action. In a 2019 study by the Institute for Public Relations, participants shown an earned news story, an advertisement, a blog post, and a company blog post found the earned media story the most credible. Readers sought out and paid attention to information such as the independence and credentials of the journalist, the balance of the coverage, and the prestige of the outlet in which the story appeared.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> Consumers are more likely to trust a voluntary recommendation from someone they know more than a paid advertisement.<sup id="cite_ref-:3_8-4" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Metrics">Metrics</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Earned_media&action=edit&section=4" title="Edit section: Metrics"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Compared to advertising metrics, the value that earned media contributes to the organization's profitability and purpose is harder to determine.<sup id="cite_ref-:1_2-9" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> However, various ways of estimating an <a href="/w/index.php?title=Advertising_equivalency&action=edit&redlink=1" class="new" title="Advertising equivalency (page does not exist)">advertising equivalency</a> have been proposed by the <a href="/wiki/Public_Relations_Society_of_America" title="Public Relations Society of America">Public Relations Society of America</a>.<sup id="cite_ref-:1_2-10" class="reference"><a href="#cite_note-:1-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> Sometimes simpler methods, such as the number of followers on a journalist's social media page, have been used.<sup id="cite_ref-:3_8-5" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Earned_media&action=edit&section=5" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-:0-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-:0_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:0_1-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-:0_1-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free 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Pearson Education. pp. 38–42. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-7897-4886-7" title="Special:BookSources/978-0-7897-4886-7"><bdi>978-0-7897-4886-7</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Spin+Sucks%3A+Communication+and+Reputation+Management+in+the+Digital+Age&rft.pages=38-42&rft.pub=Pearson+Education&rft.date=2014&rft.isbn=978-0-7897-4886-7&rft.aulast=Dietrich&rft.aufirst=Gini&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DKCbgAgAAQBAJ%26pg%3DPA38&rfr_id=info%3Asid%2Fen.wikipedia.org%3AEarned+media" class="Z3988"></span></span> </li> <li id="cite_note-:2-3"><span class="mw-cite-backlink">^ <a href="#cite_ref-:2_3-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:2_3-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFKnightVorster2023" class="citation book cs1">Knight, Hanne; Vorster, Lizette (2023-03-03). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=B5avEAAAQBAJ&dq=%22earned+media%22+%22key%22&pg=PA7"><i>Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns</i></a>. 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