Earned Media: The Power of Positive Word-of-Mouth

Earned media is publicity that a company receives as a result of positive word-of-mouth or third-party mentions. Unlike owned media, which is controlled by the company, and paid media, which is purchased, earned media is generated organically through positive customer experiences and public relations efforts.

One of my side project is also earned media for wineries

Examples of Earned Media

  • Media Mentions: Press releases, interviews, and feature articles in newspapers, magazines, or online publications.

  • Social Media Shares: When customers share a company's content or positive experiences on social media platforms. A special mention here is the content we summarize in user-generated-content (USG).

  • Reviews and Testimonials: Positive reviews and testimonials from customers on platforms like Google, Yelp, or industry-specific review sites.

  • Awards and Recognition: Winning industry awards or being recognized by influencers or industry experts.

Benefits of Earned Media

  • Credibility: Earned media is often seen as more credible than paid media, as it comes from unbiased third parties.

  • Reach: Positive word-of-mouth can reach a wider audience than traditional advertising, as it spreads organically.

  • Trust: Earned media can help build trust and credibility with potential customers.

  • Cost-Effective: Earned media is generally less expensive than paid media, as it doesn't require direct advertising costs.

Strategies for Generating Earned Media

  • Public Relations: Develop strong relationships with journalists, bloggers, and influencers in your industry.

  • Content Marketing: Create high-quality, shareable content that is valuable to your target audience.

  • Customer Satisfaction: Focus on providing excellent customer experiences to encourage positive word-of-mouth.

  • Social Media Engagement: Actively engage with your audience on social media platforms to foster positive interactions.

  • Crisis Management: Be prepared to handle negative publicity effectively and maintain a positive image.

While owned media and paid media provide direct control over messaging, earned media can be a powerful tool for building brand reputation and driving growth. By focusing on creating positive experiences and building strong relationships with key stakeholders, businesses can generate valuable earned media coverage.

User-Generated Content as a Powerful Form of “Earned” Media

I wanted to make a special mention for User-generated content (UGC). This is a valuable form of earned media that can significantly impact a brand's reputation and reach. The reason I wanted to highlight it is the fact that often this seems to have a vague border with paid and owned media. A lot of brands and retailers have used this content to enrich their own(en) media at times against giving out rewards or discount (paid) to customers.

When customers share their positive experiences, reviews, or create content related to a brand, it can be a powerful endorsement.

Here are some examples of how businesses can leverage user-generated content:

  • Social Media Contests: Encourage customers to create and share content using a specific hashtag or theme.

  • Customer Testimonials: Showcase positive reviews and testimonials on your website and social media channels.

  • User-Generated Content Galleries: Create a dedicated section on your website to feature user-generated content.

  • Collaborate with Influencers: Partner with influencers in your industry to create content that resonates with your target audience, (This is Paid most of the time whether in money or exchange of goods).

By effectively utilizing user-generated content, businesses can build stronger relationships with customers, increase brand awareness, and drive sales.

Roel Timmermans - Senior Marketing Manager

Hi, I’m Roel Timmermans.


A Senior Marketing Manager with more than 15 years of experience.
I help companies step up their Marketing, E-Commerce and Branding.

Need help building an earned media strategy?

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