Understanding Earned Media
Earned media is the publicity a brand receives without direct payment, such as features in news articles, television segments, or viral social media posts. It’s a form of organic media that can significantly enhance a brand’s visibility and credibility. In Sri Lanka, for instance, PR firms, influencer collaborations, digital marketing campaigns, and events are commonly leveraged to generate an effective earned media strategy.
The Contrast with Owned Media
Owned media refers to channels a brand controls, like its website or social media accounts. Earned media, on the other hand, is the result of third-party channels recognizing a brand’s https://famemedia.vn value. This could be a news outlet covering a brand’s innovative campaign or an industry award that garners attention. Brands often pitch stories to media outlets or engage in activities that naturally attract media interest to secure this type of coverage.
The Impact of Earned Media on Brand Growth
Earned media can significantly boost a brand’s authority and awareness. It’s particularly beneficial for emerging brands that need to establish their presence in the market. Many companies invest in public relations teams focused on building relationships with the media to secure earned media spots. This coverage is a powerful tool for driving traffic to a brand’s owned media sites and engaging with a broader audience.
Earned Media as Online Word of Mouth
Often likened to online word of mouth, earned media includes viral trends, mentions, shares, reposts, reviews, and recommendations. It’s also content that third-party sites pick up and distribute. A strong combination of high organic search engine rankings and compelling brand content is a key driver of earned media.