236:) is the most trusted source of information in all countries it surveyed worldwide, 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. Consumers are more likely to trust a voluntary recommendation from someone they know more than a paid advertisement.
200:
Although earned media is not paid for, it is not entirely cost-free. 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. If an advertisement or other paid marketing effort
216:
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. As one example, while the 2016 Trump political campaign was cited as having obtained billions of dollars in earned media,
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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. One inherent limitation, compared to paid or owned media, is that the person or
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to promote a product or event is both "social" and "paid" media. If a company is criticized online, and the controversy is described in a news article, that could be both "shared" and "earned" media.
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Compared to advertising metrics, the value that earned media contributes to the organization's profitability and purpose is harder to determine. However, various ways of estimating an
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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.
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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
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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
639:
245:
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205:, 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.
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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,
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media is produced by the company itself on channels it directly controls (e.g., the corporate website, corporate social media accounts). Owned media is
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to newspapers and magazines, in the hope that they will voluntarily publish an independent article about the organization or product) and
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platforms (e.g., someone recommending a product to a friend on
Facebook), as well as social media content produced by the company.
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in a periodical. Sometimes social media mentions, ratings, reviews, and online discussions are included in this category.
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41:. It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined
252:. Sometimes simpler methods, such as the number of followers on a journalist's social media page, have been used.
684:
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Kelley, Larry D.; Sheehan, Kim Bartel; Dobias, Lisa; Koranda, David E.; Jugenheimer, Donald W. (2022-12-30).
541:"Meeting the challenges of media and marketing convergence: Revising critical political economy approaches"
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456:"The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace"
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640:"Is Earned Media More Credible than Advertising? | Institute for Public Relations"
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Digital
Marketing in Practice: Design, Implement and Measure Effective Campaigns
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155:, media refers to customers and other members of the public sharing content on
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145:(e.g., providing information of interest to investors or a business journal).
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media is a traditional approach to promotion, and usually takes the form of
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Marketing communication can be summarized as falling into four categories, (
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Earned media is trusted more by consumers than other forms of promotion.
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37:, which is published by a third party without any form of payment to the
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study in 2013 found that earned media (also described in the report as
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one study estimated that 23% of earned media mentions were negative.
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Spin Sucks: Communication and
Reputation Management in the Digital Age
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92:) media. This categorization is sometimes referred to as the
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Sometimes, the categories overlap. For example, paying a
19:"Free media" redirects here. For the kind of license, see
276:"Council Post: Choosing The Right Media For Your Message"
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Advertising Media
Planning: A Brand Management Approach
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454:Stephen, Andrew T.; Galak, Jeff (October 2012).
350:Knight, Hanne; Vorster, Lizette (2023-03-03).
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16:Content relating to a person or organization
545:The Routledge Companion to Media Industries
433:. Oxford University Press. pp. 21–22.
518:. Taylor & Francis. pp. 30–31.
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404:"What is the PESO Model for Marketing?"
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326:. Pearson Education. pp. 38–42.
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119:and paying to have links posted in a
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379:"What Is Earned Media? How PR Helps"
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589:Stewart, Emily (2016-11-20).
460:Journal of Marketing Research
377:Stanton, Terry (2023-05-23).
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615:"Nielson Credibility Report"
430:The Psychology of Journalism
49:sharing, unpaid mentions by
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193:on television shows, or an
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248:have been proposed by the
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64:(paid media) and company
539:Hardy, Jonathan (2021),
553:10.4324/9780429275340-5
320:Dietrich, Gini (2014).
246:advertising equivalency
175:social media influencer
55:word-of-mouth marketing
60:Earned media excludes
53:hosts and guests, or
685:Marketing techniques
472:10.1509/jmr.09.0401
644:instituteforpr.org
143:investor relations
562:978-0-429-27534-0
525:978-1-000-81456-9
440:978-0-19-093585-6
408:Brilliant Metrics
363:978-1-3986-0888-7
333:978-0-7897-4886-7
191:guest appearances
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47:social media
35:organization
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27:Earned media
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21:Free content
619:nielson.com
182:Description
105:advertising
62:advertising
664:Categories
649:2023-08-24
600:2023-08-25
576:2023-11-02
413:2023-08-24
388:2023-08-24
285:2023-08-24
256:References
221:Reputation
211:gatekeeper
203:goes viral
94:PESO model
72:Background
43:editorials
31:free media
595:TheStreet
571:211451604
488:167535488
480:0022-2437
135:publicity
39:publisher
66:branding
624:6 March
240:Metrics
230:Nielsen
121:chumbox
51:podcast
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280:Forbes
153:shared
149:Social
127:Earned
111:(paid
88:, and
86:social
82:earned
567:S2CID
484:S2CID
163:Owned
151:, or
90:owned
626:2018
557:ISBN
520:ISBN
476:ISSN
435:ISBN
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101:Paid
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